Social Diffusion Theory
When new ideas or innovations enter the mainstream, some are readily embraced by the masses and some aren't. Understanding how ideas find their way through social systems is a branch of study within the communications field. Social diffusion theory examines how information, ideas and innovations spread within a society.
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Description
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Social diffusion theory--also known as the diffusion of innovation theory--describes how new ideas or innovations are spread through the social structures that make up a society. Diffusion is considered to be a form of communication where new information and messages are spread through the masses. The rate at which a new idea is spread depends on how it's received within the social system. As social systems are hierarchical in form, new ideas follow a certain course through these hierarchical structures.
"Word of Mouth" Research
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The concept for social diffusion theory was the focus of a research project conducted by the University of Chicago in the 1950s. A project funded by the television industry was designed to examine how broadcast advertising could best reach its target audiences. Researchers came to realize that introducing a new product or service to consumers was akin to announcing innovations, or innovative ideas. Results from the study revealed that innovative ideas were best spread through levels. Advertising to early adopters (level one) provided the momentum needed to reach secondary adopters (level two). Secondary adopters were developed through the "word-of-mouth" advertising from the early adopters. An innovation would continue to be spread through a succession of these levels via "word-of-mouth." Broadcast advertising followed this trend by targeting ads in steps to each successive level of adopters.
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Communication Channels
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Social diffusion theory views social systems as made up of different types of communication channels. Communication is the means by which individuals reach a mutual understanding regarding a new idea or innovation. Interpersonal communications between individuals is one type of communication channel while mass media is another. When first introducing an innovation, mass media channels provide a way of creating knowledge, or awareness, about a new idea. Interpersonal channels provide a context in which individuals can form attitudes about an innovation through discussion and comparing experiences. The forming of an attitude moves individuals further along in the decision process.
Variables in Acceptance
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According to social diffusion theory, the likelihood that an idea will be accepted, or received, by the masses is dependent on a number of variables. Ideas that aren't compatible with existing ideas or methods aren't as well received as those that can tie in with an existing idea or method. Ideas or methods that can be tried out for a period of time help to reduce the uncertainty factor experienced by many who happen upon a new concept. This works to increase the likelihood of the idea being received. The complexity of an innovation also affects how quickly it's received, as some will be able to grasp the concept and some won't. Complex ideas typically take longer to be received because of the time people take to understand them.
Time and Levels of Acceptance
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In order for an innovation to be received by the masses, a certain amount of time is required for it to reach each level of the social system. This system is made up of different types of people. There are innovators, then there are early adopters, and then the beginnings of the mass majority begin to emerge. The time it takes for information regarding an idea to pass from level to level influences how quickly it will be received. Each level requires a certain amount of time to learn, sample and develop an attitude toward a new idea. As this process unfolds within each level, members from the next level enter into this same process until the idea has reached each level within the social system.
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References
Resources
- Photo Credit The light bulb symbolizes a new idea. (Dawn Endico: flickr.com)
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Comments
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like "the borg" => resistance is futile.
