Why does a new technology, a new idea, or a new way of doing things catch on? And why do some innovations spread like wildfire while others fizzle out? These are the questions at the heart of Everett Rogers's classic work, *Diffusion of Innovations*. Rogers, a communication theorist and sociologist, developed a powerful model for understanding how new ideas and technologies spread through social systems. His work has been influential in a wide range of fields, from marketing and public health to communication and technology studies.
For those of us interested in the DEVICES framework, Rogers's work is essential reading. It provides a foundational understanding of the social dynamics of technology adoption. Rogers argues that the adoption of an innovation is not simply a matter of individual choice. It is a social process, shaped by communication channels, social networks, and the norms of a particular social system. This perspective is a crucial corrective to purely technological or economic explanations of why some devices succeed and others fail.
By breaking down the diffusion process into its key elementsâthe innovation itself, the adopters, the communication channels, time, and the social systemâRogers allows us to see the intricate dance of factors that determine the fate of any new technology. His work reminds us that the success of a device is not preordained by its technical specifications. It is a social achievement, the result of a collective process of persuasion, negotiation, and social learning. This lesson will introduce you to the core concepts of Rogers's theory and help you see how they provide a vital foundation for understanding the adoption and diffusion of the devices that shape our lives.
Learning Objectives
- To understand the five key elements of the diffusion of innovations.
- To identify and describe the five categories of adopters.
- To analyze the innovation-decision process and its stages.
Key Concepts
The Five Elements of Diffusion
Everett Rogers breaks down the complex process of diffusion into five essential elements: the innovation, communication channels, time, and a social system. The "innovation" is any idea, practice, or object perceived as new by an individual. "Communication channels" are the means by which messages get from one individual to another. "Time" is involved in the innovation-decision process, the innovativeness of an individual, and the rate of adoption. Finally, the "social system" is the set of interrelated units that are engaged in joint problem-solving to accomplish a common goal.
Understanding these elements is crucial for the DEVICES framework because it reveals that technology adoption is not just about the features of a device. It is a social process that unfolds over time, through various channels, and within a specific social context. The success or failure of a device is not inherent in its design but is a product of this complex interplay of factors.
Adopter Categories
Rogers's model categorizes adopters into five groups based on their innovativeness: innovators, early adopters, early majority, late majority, and laggards. Innovators are the risk-takers, the first to try a new idea. Early adopters are the opinion leaders who try new ideas but are more careful than innovators. The early majority are deliberate, adopting new ideas just before the average member of a social system. The late majority are skeptical, adopting an innovation only after a majority of people have tried it. Laggards are the traditionalists, the last to adopt an innovation.
This categorization is a powerful tool for understanding how different groups of people relate to technology. It helps us see that adoption is not a uniform process and that different strategies are needed to reach different segments of the population. For the DEVICES framework, this means recognizing that the experience of a device is not universal but is shaped by an individual's position within the social structure of adoption.
The Innovation-Decision Process
The innovation-decision process is the mental process through which an individual passes from first knowledge of an innovation to forming an attitude toward the innovation, to a decision to adopt or reject, to implementation of the new idea, and to confirmation of this decision. Rogers outlines five stages in this process: knowledge, persuasion, decision, implementation, and confirmation.
This process highlights that adoption is not a single event but a journey. It involves a series of choices and actions, each of which can be influenced by a variety of factors. For the DEVICES framework, this process is a reminder that the relationship between a person and a device is not static. It evolves over time as the individual gains more experience with the device and integrates it into their life.
Assignment
Read Chapter 1, "Elements of Diffusion," in Everett Rogers's *Diffusion of Innovations*. As you read, consider the following questions:
* How does Rogers define diffusion, and what are its four main elements?
* What are the five stages of the innovation-decision process?
* What are the characteristics of each of the five adopter categories?
Read: Diffusion of Innovations (3rd Edition) Knowledge Check
Reflect on the key topics in this lesson.
1
What are the five categories of adopters, and what are their key characteristics?
Hint: Think about the order in which different groups of people adopt a new technology.
2
What are the five stages of the innovation-decision process?
Hint: It starts with knowledge and ends with confirmation.
3
What are the four main elements of diffusion?
Hint: They are the innovation, communication channels, time, and a social system.
Additional Resources
Supplementary materials for deeper exploration.
The Laws of Imitation
Tarde's work was a key influence on Rogers. This book lays out his theory of social imitation, which is a foundational concept for the diffusion of innovations.
Crossing the Chasm
Moore's book applies the diffusion of innovations theory to the marketing of high-tech products. It provides a practical guide to navigating the 'chasm' between the early adopters and the early majority.