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Process of Diffusion of Innovation
Diffusion of innovations consists of two processes: the dissemination of information about the innovation and the adoption of the innovation.
Dissemination of information
Dissemination of information is largely a function of social communication but to diffuse properly, the innovation must have the following characteristics. This is because not all innovations can diffuse to all places, or fit in any specific geographical milieu, or socio-economic system.
Geographic feasibility
Geographic feasibility refers to the acceptance of an innovation within an overall geographic environment- geology, terrain, and climate (especially) vegetation and soil conditions. New strains of rice having limited adaptability cannot diffuse into the desert environment. Even if it does, it must satisfy the contains of technological simplicity and economic feasibility. Similarly, a fashion of woolen overcoat cannot diffuse to tropical regions or a light cotton T-shirt cannot diffuse to sub Arctic regions.
Economic feasibility
Economic feasibility refers basically to the cost and maintenance of the innovated product. The innovation may be encompassing some radical properties but if it does not fit the pocket of the acceptors it is very difficult to diffuse. Any new agricultural innovation, if it has the potentiality of increasing the yields and productivity of the farm, must fit the economic system of the region.
The Green revolution in India with its high input cost has been one of the factors inhibiting its diffusion in many parts. Floriculture, which has wide scope in many tropical countries including India, is limited in its development because of its high cost which results from building expensive greenhouse and preparing ground for cultivation.
On the contrary, greenhouses (glasshouses) are economically quite feasible in economically developed countries of the northern hemisphere.
Technological simplicity
A technologically simple innovation is more likely to be accepted easily than a complex one. This is because a simpler technology does not require any necessary training whereas an innovation having complex technology may require formal training before making use of it. Moreover, a simpler technology is easy to use, handle and maintain.
Socio-Cultural Compatibility
An innovation will only diffuse into an area with which it is culturally compatible. Cultural compatibility means that the innovation fits into the socio-cultural milieu of the region. Large wheat harvesting machines have not diffused in the intensive subsistence farming region of South and South-East Asia because the farms are very small and will continue to be so unless there is radical change in the social system.
Similarly, mini skirts and body hugging clothes are not likely to diffuse in the Northern Plains of India where these styles are considered ‘indecent’
Experimentability
Experimentability is that property of innovation which allows it to undergo trial and error and experimentation. This is essential as it determines the flexibility of the innovation and its applicability in different conditions and circumstances. New ideas that can be tried on a small scale or on the installment plan will generally be adopted more rapidly than innovations that are indivisible, e.g. New seeds or fertilizers can be tried on a small scale, but new machinery or anything like a cow dung gas plant cannot be so tried. In general, greater the flexibility, greater is the diffusion.
Communicability
Communicability is the degree to which the results of an innovation may be diffused to others. The innovation must be of a type with properties that can be communicated and transmitted through contact; mass media, paper and electronic; by way of advertising; propaganda, etc. The results of some practices are easily observed (e.g., application of nitrogenous fertilizers to plants) while the results of some innovations are not easily observed (e.g., pre-treatment of seeds or soil conservation measures).
Reliability
The innovation must be reliable in that it must be an innovation having some features and characteristics such as an enlarged function, wider use, reduced space occupation, low cost of operation, etc., that are entirely different from its earlier ‘products’. This imparts greater communicability and acceptability to the innovation.
Adoption of the innovation
The above factors and qualities are essential for an innovation to be adopted. Diffusion of innovation, however, is not the result of a single decision but a series of actions and thought processes, which could be grouped into five stages-
Stages in adoption
Awareness stage
This is the stage in which the prospective adopter gets an initial knowledge about the innovation. The individual becomes aware of some new idea such as hybrid maize or new pesticide. He knows about the existence of the idea but he lacks details about it. For instance, he may know only the name and may not know what the idea or product is, or what it will do or how it will work.
Interest stage
In this stage a person wants more information about the idea or product. He wants to know what it is, how it works, and what its potentialities are.
Education or Evaluation stage
This is the stage in which the person decides whether the innovation is worthwhile or not. The individual makes a mental trial of the new idea or practice. He applies the information obtained in the previous stages to his own situation.
Trial stage
This is the stage in which the person tries the idea out to suit certain needs. The trial stage is characterized by small scale experimental use and by the need for specific information which deals with: “How do I do it; how much do I use; when do I do it; how can I make it work best for me”.
Adoption stage
In this stage a person completely adopts the innovation. It is characterized by large-scale continued use of the idea, and most of all, by satisfaction with the idea.
These five stages are not necessarily a rigid pattern which people follow, nor a set of exclusive and discrete categories with no overlap. Rather, they represent five sequences that can be clearly identified very frequently by both researchers and farmers.
These stages are influenced by cultural differences and social factors as well as by the kind of practice, place and person. One stage does not necessarily precede or follow another stage. There can be jumping from one stage to another. Moreover, there is no complete agreement as to the number of stages in the adoption process, although there is general consensus on the existence of stages and that adoption is seldom an impulsive decision.
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