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The sociological theory of diffusion is the study of the diffusion of innovations throughout social groups and organizations. The topic has seen rapid growth since the 1990s, reflecting curiosity about the process of social change and "fueled by interest in institutional arguments and in network and dynamic analysis." The theory uses a case study of the growth of business computing to explain different mechanisms of diffusion. ==The concept of diffusion== In the 1962 book, ''Diffusion of Innovations'', Everett Rogers defines sociological diffusion of innovation as a process in a social system where an innovative idea or concept is spread by members of the social group through certain channels. He identifies four elements that influence how and how quickly a new idea spreads: * The innovation itself * The types of communication channels used * The amount of time the social group is exposed to the innovation * The nature of the social group In a study by Surry and Farquhar, researchers explain that the theory of diffusion is used in occupations ranging from marketing to agriculture in order to ensure that new products, ideas, and techniques are well adopted by the social group. The concept of diffusion is of particular interest in the marketing field, as this concept affects the success or failure of new ads or products. Understanding this theory helps marketers influence the way the public will perceive each innovation. The speed at which an innovation spreads through a mass of people depends on how favorably an idea is perceived by the audience. Innovations that are ill matched with existing techniques are not as well accepted and diffused through the group. Social structures are naturally designed in a hierarchy; thus, different ideas follow different routes or courses in the hierarchy, depending on the type and source of an innovation.〔(【引用サイトリンク】first=Jacquelyn )〕 The study of the diffusion of innovations has led to advancements in awareness of three important aspects of social change: the qualities of an innovation which lead to successful diffusion, the effect of peer networking and conversations when it comes to spreading ideas, and the importance of various "user segments" (Robinson). The theory of diffusion of innovations differs from other theories about the processes of change since most changes are improvements, or "reinventions", of a previously existing product or technique. These changes are generally favorably perceived by the members of the group because they usually are more in line with the values and needs of the group. There are five important qualities that factor into the success or failure of innovations. First, the relative advantage; that is, whether the new innovation surpasses similar existing ideas in terms of satisfaction and convenience. Second, the compatibility of the new idea with the needs and practices of the group members. Third, the simplicity of the innovation: usually, the simpler the innovation, the more quickly the concept is adopted. Fourth, the "trialability" of an innovation; that is, whether it can be tested without commitment for a period of time. An innovation that has an available trial period provides less uncertainty to the group member who will be trying it. Lastly, whether there are observable results with use of the innovation. The more positive and visible results, the higher the likelihood it gets adopted as a permanent idea for the group. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Sociological theory of diffusion」の詳細全文を読む スポンサード リンク
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