DIFFUSION OF INNOVATION

Diffusion Networks
Educational Technology & Communication
Marc Longo, Kenisha Wint & Kim Field

Every herd of wild cattle has its leaders, its influential heads.
~ Garbriel Tarde
The Laws of Imitation 1903
Opinion Leadership + Communication Networks

Critical Mass

EVERETT ROGERS
Sociologist, communication scholar, writer, and teacher
Iowa State University: Bachelor of Science degree in agriculture, Masters of
Science and Ph.D. in Sociology and Statistics
Best known for originating the Diffusion of Innovations theory and for introducing
the term early adopter.
His early work examined the adoption of agricultural innovations by farmers.
His Doctorate work in particular stemmed from both his personal interest in
understanding why farmers in Iowa, including his father, resisted using such new
innovations in their fields as high-yielding hybrid seed corns, chemical fertilizers
and weed sprays
He was additionally interested in examining the communication processes related
to how such new applications diffuse among farmers over time.
His book, Diffusion of Innovations, gave him academic fame and still remains the
second most cited book title in social sciences today.
He published 30 books, translated into 15 languages and contributed more than
500 articles.
Taught at six universities throughout the USA and an additional and six
universities in Europe, the Far East, and Latin America

(1931 - 2004)
http://www.plexusinstitute.org/?page=parogers

DIFFUSION OF INNOVATIONS
REVIEW

Changing peoples customs is an even

more delicate responsibility than
surgery.
~ Edward H. Spicer
Human Problems in Technological
Change 1952

OPINION LEADERSHIP
Who are Change Agents?
Who are Opinion Leaders?
Who are Followers?
Change agents seek opinion leaders in order to spread their
message and induce diffusion
Why are opinion leaders different than followers?
i.
ii.
iii.
iv.

More contact with external communication & change agents

Greater social participation
Higher socioeconomic status
More innovative

OPINION LEADERSHIP
BUT change agents dont want opinion leaders to be too
innovative
It all depends on the environment
Innovators are inappropriate choice in an environment that is very
traditional
Opinion leaders must be prudent, relatable (to some degree)
They may act as opinion leaders in only one topic (monomorphism) or
in a variety of topics (polymorphism)

OPINION LEADERSHIP

How are opinion leaders identified?

Survey all group members about who they would go to for information
Ask specific group members to identify leaders
Ask members about own leadership qualities
Observation by researchers

HOMOPHILY & HETEROPHILY IN

COMMUNICATION NETWORKS
HOMOPHILY:
The degree to which two or more individuals who interact are different in certain attributes

ADVANTAGES

LIMITATIONS

Effective & frequent (even easy) communication

between individuals

Very little new information passes between the

individuals

Common interests, beliefs, education,

socioeconomic status

Is an often invisible barrier to diffusion because

their is little networks between other cliques

Likely have similar resources, make similar

purchase decisions

Accelerates the diffusion process but limits the

spread of the spread

Communication is more effective and

comfortable between a homophilous group
(Strength-of-Strong-Ties)

Innovations do not trickle down to non-elites diffusion patterns are horizontal

HOMOPHILY & HETEROPHILY IN

COMMUNICATION NETWORKS
HETEROPHILY:
The degree to which two or more individuals who interact are different in certain attributes

ADVANTAGES

Has special information potential - more rapid diffusion

Often connects, bridges, spans two cliques

Effectiveness is supported by the strength-of-weak-ties

theory

Key and crucial element to the communication

networking required for an innovation to diffuse to
critical mass and gain sustainability

Diffusion process can only occur through

communication links that are at least somewhat
heterophilous

LIMITATIONS

Lack of trust is possible here, as there could be a power

disparity

Communication could break down and requires

additional effort

Requires more effort for communication to be effective

Misinterpretations more likely

Can lead to cognitive dissonance

Occurs rarely

STRENGTH-OF-WEAK-TIES THEORY
~Granovetter 1973
The usefulness of more distant acquaintances (a persons radial network)
Bridge link connecting two or more homophilious cliques in a system
Essential to an effective network
Often not a frequent path for the flow of communication messages yet plays a crucial role in
the flow of information about an innovation
Weak vs. strong ties dimension is called communication proximity
Heterophilous-low proximity & Homophilous - high proximity
more important than strong network links because individuals close friends tend to have the
same knowledge base
SO...strength-of-weak-ties directly impacts innovation through strength-of-strong-ties because
of the interpersonal influence in homophilous cliques

SOCIAL LEARNING THEORY

social exchange individuals have with others to understand human behavioural
changes
individuals learn from one another, by adopting certain skills or behaviour
behaviour can be learned through observation without verbal exchange of
information
verbal and nonverbal communication can influence behaviour change
interpersonal network and mass media can influence behaviour exchange
reflects the main idea of diffusion theory- strong communication ties with peers
about innovation moves the diffusion process

UNDERSTANDING CRITICAL MASS

Critical mass occurs at the point when most individual
in a system adopts an innovation that will become selfsustaining and creates further growth
Supports relationship between individuals behaviour
and their systems
Fundamental in understanding a range of human
behaviours

CRITICAL MASS
Network externalities
Critical mass can affect the discontinuance of
an interactive innovation
The Threshold for Adoption creates the Scurve of diffusion

SUCCESS & THE S-CURVE

In many studies, the strategic use of
opinion leaders has led to success in
increasing diffusion
Change agents need opinion leaders to
bring the innovation to Critical Mass,
after which it becomes self-sustaining
S-curve shows exponential growth after
this point
Examples: ALS Ice Bucket challenge &
Facebook etc.
(Figure 8-5, p. 344)

DIFFUSION NETWORKS RELATION

TO LEARNING SETTINGS
Knowledge of how diffusion networks function is key to the
success of the adoption and sustainability of new innovations.
Educational technology leaders can benefit from
understanding key roles in the diffusion of innovation process.
Doing so will result in effective and impactful communication
connections leading to timely and sustained new adoptions.

DIFFUSION OF INNOVATIONS
KEY TERMS
ADOPTION:
A decision to make full use of an innovation as the best course of action available.
CHANGE AGENT:
An individual who influences clients innovation-decisions in a direction deemed
desirable by a change agency.
COMMUNICATION CAMPAIGN:
a campaign to generate specific effects, on the part of a relatively large number of
individuals, within a specified period of time, and through an organized set of activities.
CRITICAL MASS:
The point at which enough individuals in a system have adopted an innovation such that
the innovations further rate of adoption becomes self-sustaining
DIFFUSION:
The process in which an innovation is communicated through certain channels over
time among the members of a social system

DIFFUSION OF INNOVATIONS
KEY TERMS
HETEROPHILY:
The degree to which two or more individuals who interact are different in certain
attributes
HOMOPHILY:
The degree to which two or more individuals who interact are similar in certain
attributes.
OPINION LEADERSHIP:
The degree to which an individual is able to influence other individuals attitudes or
overt behaviour informally in a desired way with relative frequency.
RATE OF ADOPTION:
The relative speed with which an innovation is adopted by members of a social system.
SUSTAINABILITY:
The degree to which an innovation is continued over time after a diffusion program
ends.

CONSIDERATIONS

1. In your workplace, can you think of one or two people

that you would go to for information on new practices or
technologies? Do you consider that relationship
homophilous or heterophilous?

CONSIDERATIONS

2. How would you rate your own opinion leadership

capabilities? Do others ever come to you for this
information?