Diffusion of Innovation in 1962,

Diffusion of Innovation

In 1962, sociologist Everett Rogers, popularized the theory of diffusion of innovations which seeks to explain the how's and why's and rates that new ideas and technology spreads through culture. Rogers believed that diffusion is the process in which innovation is communicated through certain channels over time among members of a culture. Depending on that culture, diffusion of different innovations are varied and may span across multiple disciplines. There are three types of innovations-decisions that help spread diffusion: 1) Optional Innovation-Decision -- made by an individual that is distinguished within a social system;

Collective Innovation-Decision -- made by all individuals within that system; and, 3) Authority Innovation-Decision -- made for the entire system by individuals in power. Once the decision and innovation is made, Rogers finds that there is a five-step process in which the new innovation or technology may take to become adopted by members of society:

Knowledge -- Individuals are exposed to innovations but lack information; there is building interest, but no real inspiration to adopt.

Persuasion -- Individuals become more intrigued about innovation and actively seek more details and information about the innovation.

Decision -- Individuals weight the pluses and minuses of the innovation and decide whether to adopt or reject.

Implementation -- Individuals use the innovation in varying degrees depending on the situation; they communicate with one another and weigh the overall usefulness of the innovation.

Confirmation -- Individuals finalize the decision and either continue to use the innovation or reject it completely and the process starts anew (Rogers, 2003).

Diffusion and Innovation in the 20th Century Literature/Article Review

Part 1 - URL: http://www.cato.org/pubs/pas/pa364.pdf

The Greatest Century That Ever Was (Moore and Simon)

Tags: progress, diffusion, social systems, technology, 20th century, change over time

Certainly, the 20th century has brought thousands of trends to the population that have literally transformed the world. From a life expectancy of 47 to 77; 8 precent to 99 precent electrification of U.S. households; 0 to 98 precent television ownership; vast changes in computer ownership, quadrupling of high school graduates, over 1/2 bachelor degrees given to women, the progress of the 20th century and the resultant diffusion of technology is not a mere historical blip, but a long-term trend that is improving life on earth to such a degree it is actually the first time in human history that globalization has brought so much to so many. The elements of diffusion for these grand technologies varied, but all started out with minor technologies that were often designed for ease of use and the improvement of life, extension of leisure time and like a domino effect, sometimes chained together (e.g. Univac, Apple, IBM, Macintosh, chips, etc.). Likewise, channels of communication were varied but often promised a social change and consideration that was vast and comprehensive. And just like the chart of adopters, it took a number of people trying with relative cumbersome technology (e.g. early electrification) to then gradually hone the technology until it is no longer something people think they might want, but something they "need." This, too, is an important principle of diffusion -- the movement of technological innovation from the want to the must have to the expected stage is part and parcel of the 20th century innovation paradigm, according to the authors. And, because this particular study was part of a policy analysis, the central message was that the measures of contemporary society are prosperity, wealth, and better health -- all indications of improved technological welfare based on the diffusion of innovation (Moore and Simon, 1999).

Part 2 URL: http://www.chcf.org/~/media/MEDIA%20LIBRARY%20Files/PDF/D/PDF%20DiffusionofInnovation.pdf

Diffusion of Innovation in Health Care (Cain and Mittman)

Tags: healthcare, innovation, medical, progress, diffusion, homophilous groups, norms, social network, technology diffusion

One of the fastest and most robust cases of diffusion and technological evolution is within the healthcare system. While many in the industry say that they do not like change, the healthcare industry is one that has entire sub-organizations devoted to either promoting innovations (such as selling the latest drug, imaging system, medical device, software package), or the opposite in preventing innovations from reaching the physician and market (keeping drug reps away from doctors, requiring certificates of need, disallowing reimbursement, etc.). Within the context of healthcare diffusion, the authors posit that the drivers for healthcare technological diffusion really flow more from a relative advantage. For example, x-rays were discovered in 1895 and within a year or two, the negative effects studied. Within a few years, x-ray technology diffused into the medical world until now, it is something that everyone expects, and technology somewhat keeps up with the system (x-ray direct to digital viewer, etc.). Still other examples abound in the way the public now expects a particular technology. Now, the paradigm of choice is minimally invasive surgery coupled with smaller amounts of times in the hospital -- day surgery for instance. Radical changes in surgical gear, imaging techniques, and physician training now result in the expectation that this will be the norm, rather than the exception. The medical field communicates the diffusion through its personnel -- new drugs for new patients, new technologically oriented testing, etc. It is ubiquitous, and every indication shows that the trend will continue and even increase in time between innovations -- causing multiple diffusions (Cain and Mittman, 2002).

Part 3 URL: http://www.unc.edu/~fbaum/teaching/PLSC541_Fall08/walker_1969.pdf

Diffusion of Innovation Among the American States (Walker)

Tags: political diffusion, policy, American government, political progress, political programs

It is not just in technology that diffusion plays an integral part in modern society. There is a theoretical basis for the ways in which modern political entities, e.g. The American States, act as pioneers by adopting new programs (political and social) more readily than others and how these new forms of service or regulations spread from state to state.