Diffusion Theory

Taken from http://www2.gsu.edu/~wwwitr/docs/diffusion/index.html

Surry, D. W. (1997). Diffusion Theory and Instructional Technology. Paper presented at the Annual Conference of the Association for Educational Communication and Technology (AECT). from http://www2.gsu.edu/~wwwitr/docs/diffusion/index.html

Diffusion is defined as the process by which an innovation is adopted and gains acceptance by members of a certain community. A number of factors interact to influence the diffusion of an innovation. The four major factors that influence the diffusion process are

• the innovation itself,

• how information about the innovation is communicated,

• time, and

• the nature of the social system into which the innovation is being introduced (Rogers, 1995).

The Innovation Decision Process theory (Rogers, 1995) states that diffusion is a process that occurs over time and can be seen as having five distinct stages. The stages in the process are

• Knowledge,
  
• Persuasion,
  
• Decision,
  
• Implementation, and
  
• Confirmation.
  

According to this theory, potential adopters of an innovation must learn about the innovation, be persuaded as to the merits of the innovation, decide to adopt, implement the innovation, and confirm (reaffirm or reject) the decision to adopt the innovaàion.


Applications of diffusion theory to instructional technology can be grouped into two major, categories with distinctly separate goals.

1. The first major category focuses on the reform and restructuring of educational institutions. The goal of this category of IT diffusion research is to develop theories of organizational change, most commonly school change, in which technology plays a major role
2. The second major category of IT diffusion research focuses on increasing the adoption and utilization of specific instructional products. The goal of this category of research is to develop theories of technology adoption that will lead to a more widespread use of instructional innovations.

Adopter Based (Instrumentalist) Theory

Adopter based theories focus on the human and interpersonal aspects of innovation diffusion. Adopter based theories are inherently instrumental in philosophy because they view the end user -- the individual who will ultimately implement the innovation in a practical setting, as the primary force for change. These theories reject the assumption that superior products and practices will automatically be attractive to potential adopters.

Burkman's User Oriented Instructional Development process consists of 5 steps:
1. Identify the potential adopter
2. Measure relevant potential adopter perceptions
3. Design and develop a user-friendly product
4. Inform the potential adopter (of the product's user-friendliness)
5. Provide Post Adoption Support

Developer Based (Determinist) Theory

The goal of developer based theory is to increase diffusion by maximizing the efficiency, effectiveness and elegance of an innovation. The developer, or architect, of superior technology is seen as the primary force for change. The underlying assumption of developer based theories is deterministic in its belief that superior technological products and systems will, by virtue of their superiority alone, replace inferior products and systems. Developer based theories of diffusion see change as following dàirectly from a technological revolution.

Conclusion
In order to maximize the potential benefit of diffusion theory, instructional technologists should adopt a more instrumentalist philosophy of technology. No reasonable diffusion theorist would suggest that technological superiority is the only necessary condition for diffusion. Instructional technologists have been seduced by the simplicity and basic logic of technological determinism.