DIFUSI INOVASI

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 What is Diffusion?

“the process by which an innovation is communicated through

certain channels over time among the members of a social
system.” (Rogers, pp. 35)

A special type of communication which is mainly focused with

the spread of messages perceived as new ideas.

Moreover, it creates a sense of uncertainty resulting with

recognized risks involved in the diffusion process.

Obtaining information, however, can reduce the degree of

uncertainty because it provides a set of alternatives you can
choose from. Furthermore, a better sense of understanding.

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Difusi

 Proses penyebaran inovasi melalui saluran tertentu,

dalam kurun waktu tertentu pada sistem sosial
tertentu pula.

 Makna inovasi kemudian dikembangkan secara

perlahan melalui sebuah proses kontruksi sosial.

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4 Elemen Difusi
 Inovasi : Gagasan, obyek, ide yang akan didifusikan
 Saluran komunikasi : Media yang digunakan untuk
mendifusikan inovasi
 Waktu: Saat dimana inovasi akan didifusikan
 Sistem sosial: Tempat, kondisi sosial budaya
masyarakat dimana inovasi didifusikan

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Innovations/Inovasi

“an idea, practice, or object perceived as new by

an individual or other unit of adoption.”

Five attributes of innovation:

1. Relative advantage
2. Compatibility
3. Complexity
4. Trialability
5. Observability

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Communications channels/Saluran
Komunikasi
 “means by which messages get from one individual to
another.”

 Mass media channels are more effective in creating knowledge

of innovations.

 In contrast, interpersonal channels are more effective in

structuring and changing attitudes toward a new idea whether
it is to reject or adopt it.

 Most people do not evaluate a new idea based on scientific

research by experts, but mainly through the subjective
evaluation of their peers who have adopted the new idea.

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Time/Waktu

It is involved in diffusion in three ways:

1. Innovation-diffusion process
2. Innovativeness
“the degree to which an individual or other unit of
adoption is relatively earlier in adopting new ideas
than other members of a social system.” (Rogers,
pp.37)
3. Innovation’s rate of adoption
“the relative speed with which an innovation is adopted
by members of a social system.”

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Social System/Sistem Sosial
 “a set of interrelated units that are engaged in joint problem
solving to accomplish a common goal.”

 Every system has a structure, a patterned arrangements of the

units in a system.

 “The social and communication structure of a system

facilitates or impedes the diffusion of innovations in the
system.”

 An important aspect of social structure is norms, which is “the

established behavior patterns for the members of a social
system.”