OverviewThe Diffusion of Innovations theory seeks to explain how an innovation is introduced and adopted by individual users or organizations. Everett Rogers (1995), the theory's main proponent in the field of communication studies, defines diffusion as "the process through which an innovation is communicated via certain channels over time among the units in a social system" (p. 5).
Elements of the Diffusions ModelFrom Rogers' definition, we are acquainted with the following elements:
- Innovation: any idea or instrument (technology) perceived as new
- Communication Channel: the medium through which information is relayed
- Time: the rate of how fast an innovation is adopted
- Social System: the group of users sharing a common goal