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Introduction to Theories of Communication Effects: Diffusion Theory

Introduction to Theories of Communication Effects: Diffusion Theory. A service of the Communication Science & Research Resource Group. Recap: Theory map. MODEL. STAGE (Early --> Late). Message learning Reasoned action Social learning Diffusion.

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Introduction to Theories of Communication Effects: Diffusion Theory

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  1. Introduction to Theories of Communication Effects: Diffusion Theory A service of the Communication Science & Research Resource Group

  2. Recap: Theory map MODEL STAGE (Early --> Late) Message learning Reasoned action Social learning Diffusion Attention…….Comprehension…….Yielding…..Retention……………….. Action Attitudes Subjective norms.….Intention to act……………………………. Action Perceived control Attention...Retention...Reproduction...Motivation…………………..Performance Knowledge……Persuasion...Decision…….Implementation….Confirmation

  3. Origins of Diffusion Theory (Everett Rogers) George Washington Carver (1896) Iowa State agricultural extension system and “movable schools” Gabriel Tarde (1903) The Laws of Imitation - the S-curve Ryan & Gross (1943) Diffusion of hybrid corn varieties 1930-1940 Post-WWII modernization Green Revolution, family planning News diffusion studies (1960s) Kennedy assassination

  4. What is diffusion? “The process by which an innovation is communicated through certain channels over time among members of a social system.” Rogers, 1995

  5. What is diffusion? “The process by which an innovation is communicated through certain channels over time among members of a social system.” Rogers, 1995

  6. What is diffusion? “The process by which an innovation is communicated through certain channels over time among members of a social system.” Rogers, 1995

  7. What is diffusion? “The process by which an innovation is communicated through certain channels over time among members of a social system.” Rogers, 1995

  8. What is diffusion? “The process by which an innovation is communicated through certain channels over time among members of a social system.” Rogers, 1995

  9. What is diffusion? “The process by which an innovation is communicated through certain channels over time among members of a social system.” Rogers, 1995 Innovation = any idea, attitude, or behavior that is new to the members of a social system

  10. Critiques of diffusion • Pro-modernity, anti-tradition bias • Pro-technology bias • Ignores structural inequity • Widens the have-have not gap • Manipulative and top-down • --> Like any theory, diffusion can be and has been misused

  11. Key concepts • Innovation-decision process • Attributes of innovations • Adopter/audience categories • Homophily-heterophily • Opinion leaders • Strength of weak ties

  12. Innovation-decision process

  13. Diffusion curve (S-curve) 100 Cumulative percent who have adopted 0 Time

  14. Rate of diffusion 100 Cumulative percent who have adopted Take off 0 Time

  15. Rate of diffusion 100 Cumulative percent who have adopted Faster diffusion 0 Time

  16. Rate of diffusion 100 Cumulative percent who have adopted Faster diffusion Slower diffusion 0 Time

  17. The KAP Gap

  18. The KAP Gap

  19. What predicts rate of diffusion/ adoption? 1. Attributes of the innovation 2. Attributes of the audience 3. Environmental constraints/facilitators 4. Characteristics of the communication system

  20. 1. Attributes of the innovation Relative advantage > Does the new behavior offer any advantage over the current behavior? Compatibility > Is the new behavior compatible with current behaviors, beliefs, and values? Complexity > How difficult is the new behavior to perform?

  21. 1. Attributes of the innovation Trialability > Can it be tried without too much risk before making a decision? Observability > Are there opportunities to see what happens to others who adopt this behavior?

  22. 2. Attributes of the audience

  23. 2. Attributes of the audience • Education • Literacy • Social mobility • Size & connectedness of networks • Degree of social participation • Attitude toward change • Tolerance for ambiguity & risk • Exposure to media • Exposure to interpersonal channels • Information seeking behavior

  24. 2. Attributes of the audience

  25. 3. Constraints & facilitators • Access to education • Access to information & means of communication • Access to the innovation • Normative pressure • Disposable income, ability to absorb loss

  26. 4. Communication system Key concepts: Homophily- heterophily

  27. 4. Communication system Key concept: Strength of weak ties

  28. Diffusion Theory Key concept: Opinion leader

  29. Putting it to work Where is your audience? What can you tell them and how? Knowledge Confirmation Implementation Decision Diffusion Theory addresses all stages in the hierarchy of effects, but is particularly useful for thinking about Knowledge and Persuasion. Persuasion

  30. Using Diffusion Theory in Programs • Identify how audience thinks of the innovation • Relative advantage, complexity, etc? • Identify people who are key network members • Who is nodal? • Who is an opinion leader? • Identify messages that address concerns about the innovation • Show the benefits • Show how to do it in simple terms • Show what happens if you do it • Show how new behavior fits with or grows out of current practices • Motivate or provide opportunities to try • Encourage discussion

  31. Looking ahead Next Week: Bounded normative influence How an innovation becomes a norm

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