How Innovation is diffused and communicated? used Everett Roger's Concept

1. MUSHAYADA ABDUL RAUF
HURIYAH KHALID BUTT
SIDRA ARSHAD
ZAREEN KHAN
DEVELOPMENT COMMUNICATION

2. COMMUNICATION
• Process of transmitting messages to inform and aware
people.
• Interchange of thoughts, opinions, or
information by verbal or non-verbal methods.
DEVELOPMENT COMMUNICATION
• Communication process to bring a systematic social
change.

3. DIFFUSION- Understanding
• Transmission of social institutions, skills, and
myths from one culture to another.
• Process to communicate innovation
through a set of channels over a time to
bring social change.

4. INNOVATION- Understanding
New Idea, New Behavior,
New Product Or A New
Message For Adoption.

5. • Theory – how ideas and technology spreads through cultures.
EVERETT ROGERS – Diffusion Of Innovation (1962)
• Research from 508 diffused studies for adoption of innovations.
• Four main elements that influence to spread a new idea:
– Innovation
– Communication channels
– Time
– Social system
Process to communicate innovation through a set
of channels over a time to bring social change.

6. Characteristics– INNOVATION
Relative
Observe-
Advantage Compatibility Complexity Trial-ability ability
(How improved (level of well- (innovation
matched to an
(user friendly (easily
the innovation is should be
from the previous individual’s life) and simple) experimented)
ones) visible to
others)

7. CREATE AND SHARE
MUTUAL UNDERSRANDING!
Communication
“means to inform” Channels
• Mass Media Channels: creating knowledge of
information
• Interpersonal Channels: forming and changing attitudes
towards the idea.
– Influencing the decisions of adopting or rejecting the NEW IDEA.

8. tIME
1: Innovation-decision Process:
( To d e c r e a s e u n c e r t a i n t y a b o u t
i n n o v a t i o n ’s ex p e c t e d c o n s e q u e n c e s ) .
KNOWLEDGE
Awareness and idea of
the innovation
PERSUASION
Forming favorable/unfavorable
attitude for the innovation
DECISION
Choice to adopt or reject
the innovation
IMPLEMENTATION
Innovation is put in use
CONFIRMATION
Evaluating
results
tIME

9. 2: (5 Adopter’s Category)

10. Innovators 2.5%
Great Financial Social And Scientific
Risk Takers Youngest In Age Highest Social Class
Lucidity Sources
Early Adopters 13.5%
Highest Degree Of Good Social Status More Discrete In Central Communication
Advanced Education Position
Opinion Leadership* And Financial Lucidity Choices
*Individual whose ideas and
behavior serve as a model to others
Early Majority 34%
Time Of Adoption Is Slower Adoption Contact With Early Seldom Hold Opinion
Average Social Status
More Process Adopters Leadership Position
Late Majority 34%
Adopt An Innovation Very
High Degree Of Skeptical About Below Average Very Little
After The Average Little Opinion
Member Of The Society Uncertainty An Innovation Social Status Financial Lucidity
Leadership.
Laggards/Conscientious Rejecters 16%
Little To No Lowest
Aversion To Advanced In Focused On Lowest Social
Last To Adopt Opinion Financial
Change-agents Age Traditions Status

11. Early adopter is the LEADER!

12. 3. Rate Of Adoption
The rate of adoption is the relative speed with which an innovation
is adopted by members of a social system.
How the use of new technologies, processes and
innovations spreads through a society, and why they
are adopted over old methods.
No. of system members adopting innovation
in the given time period.

13. Social System
Two or more individuals interacting directly or indirectly in a bounded
situation to accomplish a common goal.
Members or units of a social system may be individuals, informal groups,
organizations, and/or subsystems.
Social system influences on diffusion.
Introduction to change agents.

14. Conceptual Model

15. Affecting The Diffusion
Of An Innovation
Powerful way for change
agents to affect the
diffusion of an innovation
is to affect opinion
leader attitudes.
Persuading opinion
leaders is the easiest way
to foment positive
attitudes toward an
innovation.
Leaders have the knowledge and the social skill to start word-of-mouth epidemics

16. TIPPING POINT
CONCEPT
Ideas, products, behavior and
messages spread like VIRUSES!
The change happens not
gradually but at a DRAMATIC
MOMENT!
WHEN MESSAGE MAKES AN IMPACT!

17. The Tipping Point + The Social Media Network

18. CONSEQUENCES OF INNOVATION BY ROGERS
Consequences Of Innovation: Changes that occur to an
individual, organization or social system as a result of the
adoption or rejection of an innovation.
Because of biased attitude towards innovation – Rogers
introduced three categories for consequences – Diffusion
of Innovation.
• Desirable: Functional For The Organization And Society
Desirable Vs. Undesirable • Undesirable: Dysfunctional For Certain Individuals
• Direct: Immediate Response
Direct Vs. Indirect • Indirect: Consequences Of Consequences (Direct)
• Anticipated: Recognized And Intended By The Members.
Anticipated
• Unanticipated: Neither Intended Nor Recognized By
Vs. Unanticipated Members.

19. CONSEQUENCES OF INNOVATION
Article: Integrating Models of Diffusion of Innovations –Barbara Wejnert

20. CONSEQUENCES – positive & negative
POSITIVE N E G AT I V E
• Increased production, • Start up expenses.
efficiency and effectiveness. • Change in traditions –
• Relationship between aversion.
product innovation and • Increased productivity =
employment. increased stress : breaks in
• Motivates more innovators. relations
• A change in social system.

21. DIFFUSION OF INNOVATION – ROGERS
CONTRIBUTIONS CRITICISMS
• Over adoption: experts
• Popular in suggest rejection, or less
adoption. (Which innovations
organizations/workplaces. should be diffused)
• Pro-innovation bias:
• Foundation for every social innovation should be
adopted by all members of
change program in the the social system. Technology
can be an advantage and
world. disadvantage.
• Individual- blame bias:
• Opens door to change tendency to blame
individuals for their non-
agents. adoption. Laggards usually
don’t like change.

22. CONCLUSION
Innovation distinguishes between a
Leader and a Follower.
-Steve Jobs

23. REFERENCES
http://dictionary.reference.com/browse/communication
http://www.britannica.com/EBchecked/topic/550924/social-
change/222921/Diffusion-of-innovations
http://whatiskt.wikispaces.com/Diffusion+of+Innovations
http://en.wikipedia.org/wiki/Diffusion_of_innovations
http://www.investopedia.com/terms/r/rate-of-adoption.asp#ixzz1i8f55J00
http://www.tcw.utwente.nl/theorieenoverzicht/Theory%20clusters/Communication%
20and%20Information%20Technology/
Diffusion_of_Innovations_Theory.doc
http://www.investopedia.com/terms/r/rate-of-adoption.asp#ixzz1i8erDthx
http://en.wikipedia.org/wiki/The_Tipping_Point
http://www.soc.iastate.edu/sapp/soc415Diffusion2.html
http://en.wikipedia.org/wiki/Diffusion_of_innovations#Consequences_of_adoption
http://www.citeman.com/8336-consequences-of-innovation.html
http://www.scribd.com/doc/36472382/Consequences-of-Innovation