diffusion of innovation - mit opencourseware · the innovations further rate of adoption becomes...
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“Diffusion Networks”Diffusion of Innovations
by Everett Rogers
Notes on Chapters 8 & 9Susan Murcott
DLab III (SP. 723)May 10, 2007 1
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Opinion Leadership
• Degree to which an individual is able to influence informally other individuals’attitudes or overt behavior in a desired way with relative frequency.
• Opinion leaders play an important role in diffusion networks and are often identified and utilized in diffusion programs.
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Characteristics of Opinion Leaders(Generalizations 8-3 to 8-8)
• More formal education• Greater mass media exposure (8-3)• More cosmopoliteness (8-4)• Greater contact with change agents (8-5)• Greater social participation (8-6)• Higher socio-economic status (8-7)• More innovativeness (8-8)
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What is homophily?
What is heterophily?
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Definitions
• Homophily is the degree to which individuals who communicates are similar.
• Heterophily is the degree to which individuals who interact are different in certain attributes.
• Are either of these a barrier to diffusion of innovations?
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Communication Network• Communication network consists of
interconnected individuals who are linked to patterned flows of information.
• An individual’s network links are important determinants of his/her adoption of innovations.
• Network interconnectedness of an individual in a social system is positively related to the individual’s innovativeness
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Personal networks: those interconnected individuals who are linked by patterned communication flows to a given individual.
Personal networks that are radial rather than interlocking are more open to an individual’s environment and hence play a more important role in diffusion of innovations.
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Can you think of an example where you have been in a
personal network?
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What is “the strength of weak ties?”
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What is “critical mass?”
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Critical Mass
• Occurs at the point at which enough individuals in a system have adopted an innovation so that the innovations further rate of adoption becomes self-sustaining.
• Critical mass is especially important in diffusion of interactive innovations such as email, where each additional adopter increases the utility of adopting the innovation for all adopters
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What would be your ideal in terms of your own projects successful
diffusion?
What do you think would be indicative of your project’s achieving critical mass?
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Change Agents• Change agent is an individual who
influences clients’ innovation-decisions in the direction deemed desirable by the change agency.
• Change agents undertake actions with a coherent objective to bring about behavior change in order to produce identifiable outcomes.
• What would be an example?
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What is the two main problems faced by change agents ?
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1. Their social marginality, due to their position a change
agency and their client system
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2. Information overload – state of an individual or a system in
which excessive communication inputs cannot be processed or
used, leading to breakdown
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7 Roles of a Change Agent
1. Develop a need for change on the part of the clients
2. Establish an information-exchange relationship3. Diagnose problems4. Create an intent to change in the client5. Translate intentions into actions6. Stabilize adoption & prevent discontinuance7 Achieve terminal relationship with clients
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Technology Transfer –2-Way Exchange (“Co-evolutionary”)
Technology transfer is a communication process – a 2-way exchange
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What are the 3 levels of Technology Transfer?
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3 Levels of Technology Transfer
• Knowledge – the receptor knows about the technology
• Use – the receptor has put the technology into use in his or or organization.
• Commercialization – the receptor has commercialized the technology into a product that is sold in the marketplace.
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Centralized Diffusion Systems
• Flows from top down, from experts to users
• (like “vertical transfer” from biogas case study)
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Decentralized Diffusion Systems
• Client-controlled, with a wide sharing of power and control among the members of the diffusion system
• Instead of coming out of R&D systems, innovations in decentralized systems bubbble up from local experimentation by non-expert users.
• Local units decide which innovations should diffuse through horizontal networks, allowing high degree of reinvention.
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Decentralized Diffusion Systemscontinued…
• Participants create and share information• This approach can be combined with
elements of centralized systems to form hybrid diffusion systems
• (Decentralized diffusion systems are like “horizontal transfer” from biogas case study)
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EC.715 D-Lab: Disseminating Innovations for the Common Good Spring 2007
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