2.1 JOURNAL: Record your reflections and document your answers to the Questions for a Better Understanding found on page 139 with regard to this module.
MODULE THREE: THE DIFFUSION CHANGE PROCESS
Section One: Basic Concepts
OBSERVATIONS, QUOTES AND ASSUMPTIONS: Agree or disagree?
A. The Diffusion of Innovations is concerned with how to bring about change in a social structure and how to speed up the rate of adoption of that change. Diffusion is defined as “the process by which an innovation is communicated through certain channels over time among the members of a social system.”
indicates steps. An innovation begins as information communicated to others
which influences a decision and finally changes behavior. A social system
indicates a communications network linking people; the primary indicator of
this network is how people talk to each other. Homophilous people enjoy talking
with each other.
Rogers, Diffusion of Innovations, 1
Ibid., 10, 5. Emphasis mine.