Course Title: Topic: 06

Development Communication Diffusion of Innovations:

Understanding Source, Message,
Course Code: MCDC-345 Channel, Receiver & Feedback

Dr. Aqeel Ahmed, Lecturer, Department of Mass Communication

Cell: 0333-5553095 | Email: [email protected]
Background
➢ The Diffusion of Innovations theory, developed by sociologist Everett
Rogers in 1962, seeks to explain how, why, and at what rate new ideas,
products, technologies, and practices spread through societies or social
systems.

➢ It provides insights into the process of adoption and diffusion of innovations

among individuals and groups within a population.

➢ The theory has been widely applied in various fields, including sociology,
communication studies, marketing, public health, and technology adoption.
 Theory of Diffusion of Innovations
➢ It identifies key factors and stages that influence the adoption and dissemination
of innovations.
➢ Communication plays a crucial role in the diffusion process, with innovators and
early adopters influencing the larger population.
➢ Development communication can facilitate the dissemination and adoption of
beneficial innovations.
➢ The process of diffusion of innovations involves, Source, Message, Channel and
Receiver. Feedback from the Receivers of Innovation is also significant to
maintain the process of diffusions.
Theory of Diffusion of Innovations: What’s Innovation?

➢ Innovations refer to new ideas, products, practices, or technologies

that are perceived as new by potential adopters.

➢ They can range from tangible products like smartphones to intangible

concepts such as new agricultural techniques or health behaviors.
Theory of Diffusion of Innovations: The Adopters
➢ Innovators: The first individuals to adopt an innovation, often characterized by a
high risk tolerance and a desire for novelty.
➢ Early Adopters: Individuals who adopt innovations early in the diffusion process.
They are opinion leaders and well-connected within their social networks.
➢ Early Majority: Adopters who follow the early adopters, representing a larger
segment of the population. They deliberate before adopting and rely on the
experiences of earlier adopters.
➢ Late Majority: Individuals who adopt an innovation after the average member of a
social system. They are skeptical about change and may adopt due to social
pressure.
➢ Laggards: The last to adopt, often resistant to change and tied to traditional
values. They adopt only when the innovation is well-established.
Understanding Source Behind Innovations

➢ Innovators are usually the Source behind Innovations.

➢ Source is the entity that introduces any innovation.

 Characteristics of the Source
➢ Credibility and Trustworthiness: The source of the innovation should be perceived as
credible and trustworthy by the receivers. This could be an expert in the field, a
respected organization, or someone with firsthand experience with the innovation.
➢ Expertise: The source should possess sufficient knowledge and expertise about the
innovation to effectively communicate its benefits, address concerns, and provide
support.
➢ Similarity: The source should be perceived as similar to the receivers in terms of
values, beliefs, and characteristics. This similarity fosters identification and increases
the likelihood of acceptance.
Theory of Diffusion of Innovations: The Diffusion Process

➢ The diffusion process is the spread of an innovation over time within a social
system. It follows a bell-shaped curve, divided into five stages:
❖ Knowledge: Awareness of the innovation's existence.
❖ Persuasion: Formation of attitudes and a decision to adopt or reject.
❖ Decision: The choice to adopt or reject the innovation.
❖ Implementation: Putting the innovation into practice.
❖ Confirmation: The individual confirms the decision and seeks reinforcement.
➢ An important factor in the diffusion process is right message.
Theory of Diffusion of Innovations: The Diffusion Process

➢ The diffusion process is the spread of an innovation over time within a social
system. It follows a bell-shaped curve, divided into five stages:
❖ Knowledge: Awareness of the innovation's existence.
❖ Persuasion: Formation of attitudes and a decision to adopt or reject.
❖ Decision: The choice to adopt or reject the innovation.
❖ Implementation: Putting the innovation into practice.
❖ Confirmation: The individual confirms the decision and seeks reinforcement.
➢ An important factor in the diffusion process is right message.
 Characteristics of the Message
➢ Clarity: The message should be clear and easy to understand, avoiding jargon or

complex technical language that may confuse the receivers.

➢ Relevance: The message should highlight the benefits of the innovation in a way that

resonates with the needs and concerns of the receivers. It should address how the

innovation solves a problem or improves their situation.

➢ Persuasiveness: The message should be persuasive, emphasizing the advantages of

adopting the innovation and addressing potential objections or barriers.

Theory of Diffusion of Innovations: The Diffusion Process
Theory of Diffusion of Innovations: Communication Channels

➢ Different communication channels play a crucial role in the diffusion

process.
➢ These channels can be mass media, interpersonal communication, or
online platforms.
➢ The effectiveness of communication channels varies at different
stages of the diffusion process.
Characteristics of the Channel
➢ Accessibility: The channel through which the message is communicated should
be accessible to the receivers. This could include face-to-face communication,
mass media, social media, or other relevant platforms.
➢ Interactivity: The channel should allow for two-way communication, enabling
receivers to ask questions, seek clarification, and provide feedback. This fosters
engagement and increases understanding.
➢ Synchronization: The channel should be synchronized with the preferences and
habits of the receivers. For example, if the target audience primarily uses social
media, the message should be disseminated through those channels.
Theory of Diffusion of Innovations: Social System

➢ The social system represents the broader context in which the

diffusion of innovations occurs.
➢ It includes the structure and dynamics of a society, social networks,
and the interactions between individuals and institutions.
➢ The target audience are receivers of the messages related to any
innovation being diffused in the social system
Characteristics of the Receivers
➢ Awareness: Receivers should be aware of the innovation and its potential
benefits. This may require raising awareness through various means, such as
advertising, educational campaigns, or word-of-mouth.
➢ Perceived Need: Receivers should perceive a need or desire for the innovation,
either to solve a problem, fulfill a desire, or improve their situation.
➢ Willingness to Adopt: Receivers should be willing to adopt the innovation, which
can be influenced by factors such as perceived compatibility with existing
practices, relative advantage over alternatives, complexity, and observability of
results.
Theory of Diffusion of Innovations: Compatibility

➢ The degree to which an innovation is perceived as consistent with

existing values, needs, and practices influences its adoption.
➢ Innovations that align with existing norms are more likely to be
adopted.
Theory of Diffusion of Innovations: Trialability

➢ Innovations that can be experimented with on a small scale before full

adoption are more likely to be accepted.
➢ Trialability allows individuals to reduce uncertainty and assess the
innovation's effectiveness.
Theory of Diffusion of Innovations: Observability

➢ The visibility of the results of adopting an innovation influences its

adoption.
➢ Innovations that produce visible and easily observable outcomes are
more likely to be adopted.
Understanding the Effect/Feedback

➢ In the context of diffusion of innovation, the effect refers to the impact or

outcome of the innovation on the target audience or receivers. This effect can
be measured in various ways, including the rate of adoption, the extent of
diffusion across different segments of the population, and the overall success
of the innovation in achieving its intended goals.
➢ Feedback, in this context, refers to the responses, reactions, and information
received from the receivers of the innovation. It provides valuable insights into
how the innovation is being perceived, accepted, and utilized by the target
audience.
Ways to Measure the Effect/Feedback

➢ Direct Communication

➢ Surveys and Questionnaires

➢ Usage Data

➢ Observational Studies
Understanding the Importance of Effect/Feedback
➢ Evaluation: Feedback helps assess the effectiveness of the communication
strategies, the clarity of the message, and the appropriateness of the channels
used for dissemination.
➢ Adaptation: Feedback provides valuable information for refining and improving
the innovation, addressing user needs and concerns, and making adjustments to
the communication approach to better resonate with the target audience.
➢ Reinforcement: Positive feedback reinforces the perceived value and benefits of
the innovation, encouraging further adoption and diffusion. Conversely, negative
feedback alerts the innovator to potential issues or barriers that need to be
addressed.
 Practical Activity

“Mock Product/Service/Idea Launch Simulation”

Students form teams (Groups) to plan and present a launch strategy for a new
product/service/idea or innovation. They apply Diffusion of Innovations theory
concepts like relative advantage, compatibility, and observability. Through
presentations and feedback, they learn about adoption factors and communication
strategies influencing innovation diffusion, fostering critical thinking and real-world
application.
 Practical Activity

“Mock Product/Service/Idea Launch Simulation: Solution Guide”

➢ Introduce the Mock Product/Service/Idea/Innovation Launch.
➢ Teams should plan launch strategies, applying Diffusion of Innovations theory
principles.
➢ Presentations should include promotional materials and audience feedback.
➢ Lead a discussion on strategy effectiveness and theory alignment.
➢ Conclude with student reflections, emphasizing real-world application and critical
thinking skills.