Diffusion of Innovations Theory

Diffusion of Innovations Theory research centers on the conditions which increase or decrease the likelihood that a new idea, product, or practice will be adopted by members of a given culture. Diffusion of innovation theory predicts that media as well as interpersonal contacts provide information and influence opinion and judgment.

This is related to social work in that we must be realize we do not live in a vacuum. There are societal factors that affect how invested people may be in creating change in their community. Do you have a key constituent on your side? That can affect how people perceive you in their community.

This plays out often in policy work. If a certain lawmaker supports a bill, it now has a certain prestige. Without that support, policies go nowhere.

Rogers, E.M. (1995). Diffusion of innovations (4th edition). The Free Press. New York.