Diffusion of innovation theory.

Diffusion of innovation is a theory that seeks to explain how, why and at what rate new ideas and technology spread through cultures. that is, the process that occurs as people adopt new ideas. product, practice and philosophy. it was developed by Everett Rogers, a professor of communication studies and was first publicized in 1962. it is one of the oldest social science theories. The theory originated in communication to explain how over a period of time, an idea or product gains grounds and spreads (diffuses) through a specific population or social system. The theory was first discussed historically in 1903 by a French sociologist Gabriel Trade. It analyses how social members adopt new innovative ideas and how they make decisions towards it. Both mass media and interpersonal communication channels are involved in the diffusion process. According to the theory, innovations should be widely adopted in order to attain development and sustainability. Rogers proposed four elements of diffusion of innovation which are; INNOVATION; it is an idea, practice or object which is perceived as new by an individual. It can also be an impulse to do something new or to bring a social change. TIME; This refers to the length of time that takes for people to get adopted to the innovations and new ideas in a society. for example, consider the introduction of contraceptives into the Ghanaian society. it took a while for people to adapt to it. SOCIAL SYSTEMS; Refer to all kinds of components which construct the society such as religion, institutions, groups of people among others. COMMUNICATION CHANNELS; These are the carrier of the message from one person to another person. The innovation spread across to people through the channels of communications. These channels can take the form of SMS, e-mails, word of mouth among others. The adoption of a new idea, behaviour or product does not happen simultaneously. It is a process whereby some people are more apt to adopt the innovation than others. There are five adopter categories which are; Innovators, Early adopters, Early majority, Late majority and Laggards.