Diffusion and adoption of innovation: concept and meaning, process and stages of adoption, adopter categories
Use of adoption and diffusion process: It is of prime
importance for the extension education agency to know that why certain innovations are
accepted by the people and at the same time adopted by them where as others are rejected or discontinued after adoption by them. Research alone cannot serve the solution of problems but it is essential that the findings of the research are accepted and adopted in the practical situation.
Diffusion Process:
importance for the extension education agency to know that why certain innovations are
accepted by the people and at the same time adopted by them where as others are rejected or discontinued after adoption by them. Research alone cannot serve the solution of problems but it is essential that the findings of the research are accepted and adopted in the practical situation.
Diffusion Process:
It refers to the spread of new ideas from the source of origin to the ultimate
users. In case of agriculture, 'it is the process by which new farm practices or ideas are
communicated from source of their origin that is research scientists to the farming community.'
A major difference between the diffusion process and adoption process is that diffusion occurs between persons while adoption is an individual matter. 'The adoption process deals with adoptions of a new idea by one individual while the diffusion process deals with spread of new ideas in a social system or with the spread of innovation between systems or societies.
Elements of Diffusion: There are four crucial elements in the diffusion of innovations:
1. Innovation: 'An innovation is an idea perceived as new by the individual.' Whether or not an idea is 'Objectively' new as measured by the amount of time elapsed (passed) since its first use or discovery. It is the newness of the idea to the individual that determines his reaction to it, for example social movement and clothing etc'.
2.Communication: The communication is the process of human interaction in which one person communicates a new idea to another person. Diffusion is the process by which an innovation spreads.
'The diffusion process is the spread of a new idea from its source of invention or creation to its ultimate users or adopters.'
Thus the diffusion process consists of (i) a new idea, (ii) an individual ‘A’ who knows about the innovation, and (iii) an individual B who does not know yet about the innovation.
3. Social System: 'A social system is defined as a population of individuals who are functionally differentiated and engaged in collective problem solving behaviour.' The members of social system are individuals, although these individuals may represent informal groups, firms, or schools. The social system may consist of all the farmers in the country or the members of an aborigine tribe.
There is continuum type of adoption decision ranging from individual choice to group decision:
(i) An individual regardless of the decisions of other individuals adopts many
innovations in a social system.
(ii) Innovations requiring prior acceptance by the majority of the social systems members
before individual adoption decision can be made. An individual may wish to adopt,
but he cannot do so until others join him. Example, Ariel spray of pesticides.
(iii) Some ideas are adopted by a group decision that forces acceptance even upon those
who are unwilling example, adding chlorine to village wells.
4. Overtime : Overtime is the time required to adopt from its origin.
Communication Sources and Stages of Adoption :
users. In case of agriculture, 'it is the process by which new farm practices or ideas are
communicated from source of their origin that is research scientists to the farming community.'
A major difference between the diffusion process and adoption process is that diffusion occurs between persons while adoption is an individual matter. 'The adoption process deals with adoptions of a new idea by one individual while the diffusion process deals with spread of new ideas in a social system or with the spread of innovation between systems or societies.
Elements of Diffusion: There are four crucial elements in the diffusion of innovations:
1. Innovation: 'An innovation is an idea perceived as new by the individual.' Whether or not an idea is 'Objectively' new as measured by the amount of time elapsed (passed) since its first use or discovery. It is the newness of the idea to the individual that determines his reaction to it, for example social movement and clothing etc'.
2.Communication: The communication is the process of human interaction in which one person communicates a new idea to another person. Diffusion is the process by which an innovation spreads.
'The diffusion process is the spread of a new idea from its source of invention or creation to its ultimate users or adopters.'
Thus the diffusion process consists of (i) a new idea, (ii) an individual ‘A’ who knows about the innovation, and (iii) an individual B who does not know yet about the innovation.
3. Social System: 'A social system is defined as a population of individuals who are functionally differentiated and engaged in collective problem solving behaviour.' The members of social system are individuals, although these individuals may represent informal groups, firms, or schools. The social system may consist of all the farmers in the country or the members of an aborigine tribe.
There is continuum type of adoption decision ranging from individual choice to group decision:
(i) An individual regardless of the decisions of other individuals adopts many
innovations in a social system.
(ii) Innovations requiring prior acceptance by the majority of the social systems members
before individual adoption decision can be made. An individual may wish to adopt,
but he cannot do so until others join him. Example, Ariel spray of pesticides.
(iii) Some ideas are adopted by a group decision that forces acceptance even upon those
who are unwilling example, adding chlorine to village wells.
4. Overtime : Overtime is the time required to adopt from its origin.
Communication Sources and Stages of Adoption :
Adoption of modern agriculture technology depends upon the effective communication media to which the recipients, audience or the target group i.e. the consumer of message, the farmers, are generally exposed directly or indirectly.
There have been number of communication sources and the media engaged in the
communication of modern agricultural technology to the farming community. The farmers when exposed to different sources/media, they usually try to absorb the technology only on selective basis depending upon host of variables. Research conducted in the field of extension education in the area of adoption reveals that an individual’s decision about adopting or rejecting an innovation is usually not an instantaneous act. It is rather a process that occurs over a period of time and consists of a series of actions and decisions on the part of a farmer and continued efforts of influencing the decisions by the extension agencies. This process has been depicted in terms of various models as discussed earlier in this chapter.
A tentative generalization based upon the findings of research conducted in the adoption and diffusion of innovations could be made as under:
a. Awareness Stage - Change agent and mass media
b. Interest Stage - Formal sources (Extension Agency)
c. Evaluation Stage - Fellow farmers and neighbours
d. Trial Stage - Expert and experienced farmers
e. Adoption Stage - Self-experience gained at the trial stage
All the individuals do not adopt an innovation at the same time. Hence categories are the
classification of members of a social system on the basis of innovativeness.
2.5% 13.5% 34% 34% 16%
Figure: Adopter Categorization on the basis of Innovativeness
All farmers do not adopt a new practice at the same time. Farmers may be classified in to five adopter categories according to the relative time at which they adopt a new practice. Diffusion of a new practice usually requires several years. In the first year, a few farmers adopt it - then in a short span of time, a large number try it and finally the reminder accept it. This represents the typical pattern. The distribution of farmers adopting a new idea by year of adoption generally has the scope of the normal curve. This characteristic on the diffusion curve permits distributing farmers into adopter categories as depicted above in figure.
1. Innovators: Venturesome (risky), they are the first farmers to adopt a new idea. They are eager to try new ideas. The major value of the innovator is venturesome ness. He must
desire the hazards, the rash, the daring and the risky.
2. Early Adopters: They are more integrated part of the local social system than are the
innovators. They have the greatest opinion leadership. The early adopter is considered to
be 'the man to check with' before using a new idea. He is respected by his peruse. These
follow the motto: ' Be not the first by which new is tried, nor the last to lay the old aside.'
When compact with the average farmers, the early adopters have slightly higher education, are a little younger in age, and participate more informal organizations. Their social status is high and they have many informal contacts with in the community. They are looked upon as good source of advice. They have more contact with extension workers.
3. Early Majority: Deliberate – These adopt innovations a little earlier than the average
members of a social system. Participation by the early majority in activities with their peers is high but leadership positions are rarely held. The early majority may deliberate for some time before completely adopting a new idea. They follow with deliberate willingness but seldom lead. In most respect they are typical of average farmers, their education, farming experience and contacts with extension worker are slightly higher than that of the average farmers.
4. Late Majority: These adopt new ideas just after the average member of a social system and have about the same characteristics as the early majority but to a slightly lesser degree. Late majority do not adopt until a majority of other in their system have done so. They can be convinced of the utility of new ideas but the pressure of peers is necessary to motivate adoption.
5. Laggards: Laggards are the last to adopt new ideas. They are the oldest, have least
education, few social contacts and participation in formal organizations. They resist new
practices until everyone else in the community has adopted them. They believe in
agricultural magic and cling to traditional attitudes.
There have been number of communication sources and the media engaged in the
communication of modern agricultural technology to the farming community. The farmers when exposed to different sources/media, they usually try to absorb the technology only on selective basis depending upon host of variables. Research conducted in the field of extension education in the area of adoption reveals that an individual’s decision about adopting or rejecting an innovation is usually not an instantaneous act. It is rather a process that occurs over a period of time and consists of a series of actions and decisions on the part of a farmer and continued efforts of influencing the decisions by the extension agencies. This process has been depicted in terms of various models as discussed earlier in this chapter.
A tentative generalization based upon the findings of research conducted in the adoption and diffusion of innovations could be made as under:
a. Awareness Stage - Change agent and mass media
b. Interest Stage - Formal sources (Extension Agency)
c. Evaluation Stage - Fellow farmers and neighbours
d. Trial Stage - Expert and experienced farmers
e. Adoption Stage - Self-experience gained at the trial stage
Adopter Categories
All the individuals do not adopt an innovation at the same time. Hence categories are theclassification of members of a social system on the basis of innovativeness.
2.5% 13.5% 34% 34% 16%
Figure: Adopter Categorization on the basis of Innovativeness
All farmers do not adopt a new practice at the same time. Farmers may be classified in to five adopter categories according to the relative time at which they adopt a new practice. Diffusion of a new practice usually requires several years. In the first year, a few farmers adopt it - then in a short span of time, a large number try it and finally the reminder accept it. This represents the typical pattern. The distribution of farmers adopting a new idea by year of adoption generally has the scope of the normal curve. This characteristic on the diffusion curve permits distributing farmers into adopter categories as depicted above in figure.
1. Innovators: Venturesome (risky), they are the first farmers to adopt a new idea. They are eager to try new ideas. The major value of the innovator is venturesome ness. He must
desire the hazards, the rash, the daring and the risky.
2. Early Adopters: They are more integrated part of the local social system than are the
innovators. They have the greatest opinion leadership. The early adopter is considered to
be 'the man to check with' before using a new idea. He is respected by his peruse. These
follow the motto: ' Be not the first by which new is tried, nor the last to lay the old aside.'
When compact with the average farmers, the early adopters have slightly higher education, are a little younger in age, and participate more informal organizations. Their social status is high and they have many informal contacts with in the community. They are looked upon as good source of advice. They have more contact with extension workers.
3. Early Majority: Deliberate – These adopt innovations a little earlier than the average
members of a social system. Participation by the early majority in activities with their peers is high but leadership positions are rarely held. The early majority may deliberate for some time before completely adopting a new idea. They follow with deliberate willingness but seldom lead. In most respect they are typical of average farmers, their education, farming experience and contacts with extension worker are slightly higher than that of the average farmers.
4. Late Majority: These adopt new ideas just after the average member of a social system and have about the same characteristics as the early majority but to a slightly lesser degree. Late majority do not adopt until a majority of other in their system have done so. They can be convinced of the utility of new ideas but the pressure of peers is necessary to motivate adoption.
5. Laggards: Laggards are the last to adopt new ideas. They are the oldest, have least
education, few social contacts and participation in formal organizations. They resist new
practices until everyone else in the community has adopted them. They believe in
agricultural magic and cling to traditional attitudes.