Diffusion Theory

I was first introduced to diffusion theory in the early 1980’s when I took a communication and social change class as part of my Ph.D. coursework. Following that course, I thought of diffusion of innovations as a theory or model that applied to situations where developed countries attempted to enact social change in undeveloped countries. At least that was the perspective that I had after my initial exposure to this theory. But being asked to comment on this theory (thanks to Phil Meyer!) and to raise questions about the future of this approach, made me wonder about the individual, cultural and societal needs and circumstances that influence how and why diffusion of innovations occurs. I don’t think the advent of the Internet has changed those influences, but I do think the development of the Internet and other communication technology has modified the way in which diffusion occurs and why it occurs.