The Four Elements Of Diffusion Of Innovation

Diffusion of innovation can be defined as disseminating changes. Ideas of innovation usually come with the need to change an aspect of a product or process. Innovations are diffused at different rates based on different circumstances surrounding the situation. Rogers (2003) described diffusion of innovation as a special type of communication of information that involves uncertainty and brings about social change. The four main elements of diffusion of innovation are: the description of the innovation, communication channels, time and the social system. Each of these elements play a pivotal role in the implementation of a successful innovation. Rogers (2003) argued that not all innovation is “new” in terms of acceptance but rather the presentation

The next element of diffusion of innovation is the communication channels. Communication channels are the ports by which information moves from one point to the next. Rogers (2013) expounds on this concept by explaining that casts of information can be shared by mass media (media outlets including radio, television, internet ads, etc.); interpersonal channels (face-to-face exchange between two or more people); or both – a combination of media relations along with face-to-face interactions with other individuals. The third element of diffusion, time, is a bit more complicated than other facets of the innovation diffusion process. Time is a three part variable of the innovation process that plays a pivotal role in early prediction of the successful implementation of the innovation. According to Rogers (2003), the time element includes “1) the innovation-decision process by which an individual passes from first knowledge of an innovation through its adoption or rejection, 2) the innovativeness of an individual or other unit of adoption…compared with other members of a system, and 3) an innovation’s rate of adoption system, usually measured as the number of members of the system who adopt the innovation in a given time period” (p.

Researchers define social systems slightly different. For instance, Gauttam (2016) defined social systems as an organism of individuals interacting for the purpose of optimizing a state of gratification of a situation. Whereas, Rogers (2003) defined social systems as “a set of interrelated units that are engaged in joint problem solving to accomplish a common goal” (p. 23). The commonality of the definitions is that the system is a unique whole that is united by a common purpose. The ideas are all transferrable to the concept of diffusion of innovation element of social systems. It contains a structure of individuals who use communication channels to share and implement innovative ideas for the purpose of enhancing an aspect of the