Diffusion Process

Four main elements

Diffusion

 Process by which a new idea or new product is accepted  Rate of diffusion is the speed that the new idea spreads from one person to the next  Adoption concerns the psychological processes an individual goes through to embrace a new idea

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Diffusion

Is a process by which

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An innovation

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Is communicated through certain channels

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Over time

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Among the members of a social system

Critical Mass

 a threshold value of the number of people needed to trigger a phenomenon by exchange of ideas   The point after which further diffusion becomes self-sustaining Any process which becomes self sustaining after some threshold point has been reached

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Popular term

Critical mass - amount of fissile material needed to sustain fission    Critical mass - a threshold value of the number of people needed to trigger a phenomenon by exchange of ideas Critical Mass - an English environmentalist group Critical Mass -a Dutch Rave/Happy Hardcore group band  Critical Mass - a turn-based, 2D space strategy game

Biking and Critical Mass

 An event held typically on the last Friday of every month in cities around the world, where bicyclists, skateboarders, roller bladders, roller skaters and other self propelled people take to the streets en masse  The general philosophy is expressed by a widely used slogan: "We aren't blocking traffic; we are traffic."

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Other terms-Flash Mob

A group of people who assemble suddenly in a public place, do something unusual for a brief period of time, and quickly disperse. Usually organized with the help of the Internet or other digital communications networks Also used for distributed mobs, who assemble simultaneously in multiple locations  E.g., Use of mobile phones in the 2005 civil unrest in France to co-ordinate social disruption

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Smart Mob

Is a group that, contrary to the usual connotations of a mob, behaves intelligently or efficiently because of its exponentially increasing network links. This network enables people to connect to information and others, allowing a form of social coordination  Smart mobs are result of evolving communication technologies that will empower people  E.g., Internet, Internet Relay Chat, mobile phones and PDAs, change the ways in which people organize and share information

Collective Intelligence

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is a working form of intelligence which overcomes " groupthink " and individual cognitive bias in order to allow a collective to cooperate on one process—while maintaining reliable intellectual performance. In this context, it refers to robust consensus decision making.

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E.g. Street protests organized by the anti-globalization movement.

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The 11 March 2004 Madrid attacks reaction from the people against the government in the Spanish elections of 14 March 2004 .

(11M), and the

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Elements of Diffusion

Innovation – any item, thought, or process that is viewed to be new by the consumer  Communication – the process of the new idea traveling from one person to another or from one channel to the individual  Social System – the group of individuals that together complete a specific goal (adoption)  Time – how long it takes for the group to adopt an innovation as well as the rate of adoption for individual

Types of Innovations

Continuous Innovation

and develop : A simple changing or improving of an already existing product where the adopter still uses product in same fashion as they had before. E.g., New cars that continues to change

Dynamically Continuous Innovation

Compact discs. : The innovation is either a creation of a new product or a radical change to an existing one. Here consumption patterns of people are altered some way. E.g.,

Discontinuous Innovation:

A totally new product in market, a big idea innovation. Because the product has never been seen before, there are total changes to consumers buying and using patterns

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Communication

Selective exposure – the idea that an individual will be more susceptible to channels of communication, that already agree with their current attitudes and feelings Selective perception individual will view new ideas in relation to their old ones Selective retention – the idea that an – the idea that an individual will mainly remember a new idea if directly relates to their own situation or remedy a specific problem.

Social Systems

 They refer to groups of people that an innovation diffuses through. They have two types of norms:  Traditional norms : Less complex technology, low levels of literacy & education, little communication between social system & outsiders, lack of economic rationality, one dimensional in adapting & viewing others  Modern norms : A developed technology with complex jobs, strong importance placed on education, acceptance of free thought and new ideas, and high importance on economic considerations, ability to see and understand other peoples situations

Time

  Awareness: Person often stumbles upon the innovation on accident with little incentive to get more information. Or a person to become aware if the innovation fill a particular need Interest: Person decides to invest time and energy into finding out more about the innovation, feels good but does not know how useful it is

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Time continued….

Evaluation: Person begins to make a decision about the innovation. How could I use it? Do I really need it? Would it be to my advantage if I had it? Trial: Person tries out for a limited basis. How the innovation can fit into needs and desires. Adoption: Embraces it for the future. Discontinuance: Decision to reject innovation after agreeing to adopt

Exercise-Your use of Internet

 Recall when you first used the Internet?

 From whom did you get to know about Internet?

 How long did it take for you to be a regular use of the Internet?