Diffusion is defined as “the process by which an innovation is communicated through certain channels over time among the members of a social system.”

HOMEWORK ASSIGNMENTS:

2.1 JOURNAL: Record your reflections and document your answers to the Questions for a Better Understanding found on page 139 with regard to this module.

MODULE THREE: THE DIFFUSION CHANGE PROCESS

Section One: Basic Concepts

OBSERVATIONS, QUOTES AND ASSUMPTIONS: Agree or disagree?

A. The Diffusion of Innovations is concerned with how to bring about change in a social structure and how to speed up the rate of adoption of that change.[1] Diffusion is defined as “the process by which an innovation is communicated through certain channels over time among the members of a social system.”[2]

            A process indicates steps. An innovation begins as information communicated to others which influences a decision and finally changes behavior. A social system indicates a communications network linking people; the primary indicator of this network is how people talk to each other. Homophilous people enjoy talking with each other.


[1]Rogers, Diffusion of Innovations, 1

[2]Ibid., 10, 5. Emphasis mine.

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