Diffusion of Innovations

     Today's discussion will focus on the Diffusion of Innovations theory, which was popularized by Professor Everett Rogers in 1962. His theory of change focuses on how products can evolve or be re-invented over a rate of time in order to better meet the needs of the public. Diffusion is referred by Rogers as "the process by which alteration occurs in the structure and function of a social system," (Rogers, 1995, p.5). At the core of the diffusion process is the transfer of information an individual communicates about an innovation to another individual or group. Successful efforts to diffuse an innovation make the difference between products that many of us cannot live without in our daily life and products that fall by the wayside.                                                       There are some inventions that revolutionize a society's way of life. Imagine not having a smartphone or digital video recorder. Smartphones have become almost like an attachment for some people because of its many uses that include surfing the web, listening to music, and having video conversations. The digital video recorder changed how people watched television. Families were given the ability to record at least 3,000 hours of television shows without having to watch them live. These innovations would not have been possible without the change agents who utilized mass media channels to create awareness and persuaded opinion leaders to adopt the products.                                                                                    Change agents influence their client's innovation-decisions regarding the adoption or rejection of an innovation. In order for the adoption of an innovation to occur, change agents use mass media channels to create awareness for their product. Mass media channels are utilized by many change agents to promote an innovation because it is one of the fastest ways to reach a large audience of potential adopters.                                                               There are three types of innovation-decisions. The three innovation-decisions are optional, collective and authority. Optional innovation-decisions are made by the individual who is independent from the decisions made by the members of the system. Collective innovation-decisions are made by consensus among a system's members. Authority innovation-decisions are made by a select group of individuals who have technical expertise, power or status in a system. Authority innovation-decisions tend to take less time to adopt a new concept than the collective and optional innovation-decisions.                                            Systems throughout the world have innovative opinion leaders and leaders who oppose change. Opinion leaders are essential in the decision making process involving the adoption or rejection of an innovation. These types of leaders tend to have a higher social status and are more innovative. An innovation can have a higher chance of being adopted if it is promoted by an influential leader like Bill Gates or Warren Buffett, who each have a wealth of experience in their fields of expertise. But an innovation could also be rejected by a leader who opposes change like Supreme Leader of North Korea Kim Jong-un.                                                               Rogers lists five categories of adopters, or members of a social system, based on innovativeness. The categories are innovators, early adopters, early majority, late majority and laggards. Innovators are the visionaries who will propel the other groups of adopters. Early adopters are the trend-setters who like to take part in innovations that will set them apart fron the rest of society. Early majority people want to see the evidence that the innovation can benefit their needs before they make a commitment. Late majority wants to follow their peers, but are afraid to take the risk of a new innovation. Laggards are resistant to  change and do not want to take on the risk of adopting a new product.                                                                                    In conclusion, innovations start with an idea that change agents either promote through mass media or persuade to opinion leaders. Change agents influence the decision makers who adopt or reject the innovation. People who challenge the norms of societies can make a difference in the world. Life should not just be about the status quo. Change grows us for the better.                                                                      References: Rogers, E.M. Elements of Diffusion. In Diffusion of Innovations (4th ed., p. 5). New York, NY: Free Press.

    

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