Anda di halaman 1dari 18

30/04/17

DIFFUSION of
INNOVATION
FK-UWKS-2015

1 UWK-FK- Diff.of Innovtion.


2 30/04/17

UWK-FK- Diff.of
Innovtion.

definition
Diffusion as the process by which
1)an innovation
2) is communicated through certain
channels
3)over time
4)among the member s of a social
system.
3 30/04/17

Social Change:
Diffusion is a kind of social
change, define as the process by
which alteration occurs in the
structure and function of a social
system
When new ideas are invented,
diffused, and are adopted or
rejected, leading to certain
consequences, social change
UWK-FK- Diff.of Innovtion.

occurs.
4 30/04/17

CROSS CULTURAL
COMMUNICATION
Diffusion of Perceived
Innovation Characteristics
Stages (Rogers et al) of the
Innovation
A WARENESS RELATIVE
I NTEREST ADVANTAGE
OBSERVABILITY
E VALUATION
TRIALABILITY
T RIAL INCOMPATIBILITY
A DOPTION COMPLEXITY
UWK-FK- Diff.of Innovtion.
5 30/04/17

UWK-FK- Diff.of
Innovtion.

STAGES in the
INNOVATION-DECISION
PROCESS : 5 occurs
1. KNOWLEDGE: stepswhen an
individual / Dec-Making unit,
in exposed to the innovations
existence.
2. PERSUASION: occurs when an
individual forms a favorable
or unfavorable attitude
toward the innovation
6 30/04/17

UWK-FK- Diff.of
Innovtion.

STAGES in the
INNOVATION-DECISION
PROCESS
3.DECISION occurs when an
individual engages in activities
that lead to a choice to adopt or
reject the innovation
4. IMPLEMENTATION occurs when
an individual puts an innovation into
use
7 30/04/17

UWK-FK- Diff.of
Innovtion.

STAGES in the
INNOVATION-DECISION
PROCESS
5. CONFIRMATION occurs when an
individual seeks reinforcement of
an innovation decision that has
already been made, but he or she
may reverse this previous decision if
exposed to conflicting messages
about the innovation
8 30/04/17

UWK-FK- Diff.of Innovtion.


STAGES in the INNOVATION-
DECISIONPROCESS
Communication Channels

PRIOR
CONDITION
KNOWLEDG
PERSUASION DECISION
E
1.Previous
practice
2.Felt needs
Charact. Of Perceived
/problems
the Character of 1.Adoptio
3.Innovative
Decision the Innovation: n
ness
making 1Relative
4.Norms of
unit: advantage
the 2.Rejection
1.Soc- 2.Compatibili
soc.system
econ, ty
2.Personal 3.Complexity
ity 4.Trialability
5.Observabili
9 30/04/17

UWK-FK- Diff.of
Innovtion.
STAGES in the INNOVATION-
DECISION PROCESSCHANNELS
COMMUNICATION

IV. V.
DECISION
IMPLEMENTATION CONFIRMATION

Continued
Adoption Adoption
Later Adoption
Discontinuance
Rejection
Continued Rejection
10 30/04/17

PRIOR CONDITION

1.Previous practice
2.Felt needs /problems
3.Innovativeness
4.Norms of the social
system UWK-FK- Diff.of Innovtion.
11 30/04/17

UWK-FK- Diff.of Innovtion.

Characteristics Of the
Decision making unit:

1.Socio-economic
characteristics
2.Personality variables
3.Communication behavior
12 30/04/17

UWK-FK- Diff.of
Innovtion.

Perceived Characteristics of
the Innovation
1. RELATIVE ADVANTAGE
2. OBSERVABILITY
3. TRIALABILITY
4. INCOMPATIBILITY
5. COMPLEXITY
13 30/04/17

ADOPTER CATEGORIZATION ON
THE BASIS OF
INNOVATIVENESS
1.INNOVATORS : 2.5 %
2.EARLY ADOPTERS :
13.5%
3.EARLY MAJORITY : 34%
4.LATE MAJORITY : 34%
5.Laggards: 16% UWK-FK- Diff.of Innovtion.
14 30/04/17

ADOPTER CATEGORIZATION
ON THE BASIS OF
INNOVATIVENESS

2 3 4
1 5

UWK-FK- Diff.of Innovtion.


15 30/04/17

ADOPTER CATEGORIZATION ON
THE BASIS OF
INNOVATIVENESS
1. Innovators: Venturesome, are very eager
to try new ideas, cosmopolites, be able to
cope the high degree of uncertainty about
an innovation.
2. Early adopters: respectable, are more
integrated to local system opinion
leadership.
3. Early Majority: Deliberate. They adopt
new ideas just before the average member
of a social system UWK-FK- Diff.of Innovtion.
16 30/04/17

ADOPTER CATEGORIZATION ON
THE BASIS OF INNOVATIVENESS
4.Late Majority: Skeptical. They adopt new
ideas just after average member of a
social system. Adoption may be both of
economic necessity or peer pressures.
5. Laggards: traditional. Are the last of a
social system to adopt an innovation.
Many are near isolates in social
networks
UWK-FK- Diff.of Innovtion.
17 30/04/17

CONSEQUENCES OF
INNOVATIONS
CLASSIFICATIONS:

1.Desirable versus Undesirable


2.Direct versus Indirect
3.Anticipated versus
Unanticipated
UWK-FK- Diff.of Innovtion.
18

DAFTAR PUSTAKA
Rogers, Everett M,1983.
DIFFUSION OF INNOVATIONS 3ed.
The Free Press. A Division of
Macmillan Publishing Co. Inc. New
York.

UWK-FK- Comm.Part-RST-2013

Anda mungkin juga menyukai