Diffusion of innovation

Gerry White recently recommended  to me Everett Rodgers book on Diffusion of Innovation. Rodgers nominates the 5 categories of adopters-

1. Innovators
2. Early adopters
3. Early majority
4. Late majority
5. Laggards

These categories (or similar), seem to be now commonly recognised. But I’m not sure if the names of these categories are important, rather the fact that innovation diffusion is seen as comprising five classes of adopter- indicating the way in which adoption takes place. Rogers also talks of 5 categories relating to innovations decision process:

1. Knowledge
2. Persuasion
3. Decision
4. Implementation
5. Confirmation

Rogers says that knowledge of an innovation is best spread through the mass media, while persuasion relating to adoption of an innovation is best achieved through interpersonal communication. The 5 points I found most interesting were the attributes/ variables  he cites for successful innovation:

1. Type of innovation decision
2. Communication channels
3. Nature of social system
4. Change agents promotion efforts.

Innovations he says, requiring an individual -optional innovation- decision are adopted more rapidly than those adopted/promoted by an organisation. So I guess while a large education organnisation like NSW DET, can be successful in spreading the knowledge of innovations, it will come down to the individual to determine true adoption. It also very much depends on the individual acknowledging the need for such an innovation. And this is where social networking should be critical in the diffusion of ideas.