Diffusion Perspective (CH 10)
How Communication and Change Agents Affect Implementation
What is Diffusion Perspective?
- social systems
- communication
Focus on each individual making an Adoption Decision.
- Individuals belong to social systems
- Communicate ideas within system and begin to form adoption decisions to innovation/change.
- Process: as individuals work through decision making process from new ideas, decide whether to adopt new idea or stay with current practice.
Early French sociologist, Gabriel Tarde, looked to answer the question:
Why are so few innovations carried out when hundreds were conceived?
Authentic Applications of Diffusion Perspective
- Hybrid corn seed vs left over
- New pharmaceuticals
- On-line shopping
- Wireless applications
Why do some innovations spread quickly while others take longer?
- all day kindergarten
Lines & Networks of Communication
Diffusion Perspective Generalizes:
1. Where there are more people, there are greater chances of communication. because of this greater likelihood of Early Adopters of innovation.
2. Innovation adoption occurs along communication lines and/or highways.
What are your highways?
Diffusion Perspective rationalizes better practice to put early adopters along these "highways" so they are easily observed.
Ex. Neighboring Districts
Social Media (Twitter, FB, etc)
Pothole: Not always accurate so ensure you are repeating information and clarifying/checking
Understanding Communication Networks
- Know your social networks when implementing innovation change.
- Some teachers collaborate with more individuals than others. (Interpersonal Connections)
Opinion Leaders
- Learn about and share opinion of change more quickly
- Could have less opposition to change*****
Sociogram Activity:
- Create a sociogram of your building/work environment.
- Who would you develop into an Opinion Leader?
- Where would you place a piloted change?
Communication Networks Dos & Don'ts
Dos
- Repeat important information in many different mediums
- MUST court Opinion Leaders
- Be alert to interpersonal connections
Don'ts
- Communication lines not taken into consideration when adopting change
- Pilots in "far off" areas; not easily observable
- Note Taking system not in place for communication (this important for future direction)
- One-legged Interviews absent
Characteristics of Adopters
- Innovators
- Early Adopters
- Early Majority
- Late Majority
- Laggards
*critical mass*
Pothole: Don't ignore Laggards! (Give them important role in adoption process)
There is a flow of information/communication among the Adopter Categories.
Communication Example: Teach Like a Pirate movement.
Perceptions of Innovation
Perception is reality!
5 Perceived Attributes of Innovation
- Relative Advantage: Advantage over current practice?
- Compatibility: Change compatible with current values/beliefs/concerns?
- Complexity: Is it an easy change?
- Trialability: Can we try it first?
- Observability: Can we see it in action?
**More positive the perception of innovation, greater chance of implementation/adoption.
Change Agents
- Internal innovation experts
- encourage innovation
- interpersonal skills
- experts at Diffusion Perspective