Explain the Diffusion of Innovations Theory as posited by Everett Rogers

“A good idea doesn't win simply because it is good, it must be presented properly if it is to win.”-Josef Goebbels

Everyday around the world, people are doing something new from fashion to food, from science to art; there is a constant frenzy of creative people developing new ideas, creating new apps, producing new gadgets and technology for almost everything. The internet is buzzing with new information, advancements, updates and upgrades that are coming in by the second. The amazing thing is, people are eager to share their ideas and knowledge with the rest of the world and today thanks to internet and other social media; a lot of people are able to do just that. Advertisers are on the other hand left with the task of pushing all these ideas into the consciousness of people in the bid to capture the imagination of global audiences.

One of the theories which explains how innovation can be propagated through channels to a particular target audience to gain their acceptance is the Diffusion of Innovations Theory as propounded by Everett Rogers.

He explains diffusion as the process by which an innovation is communicated through channels of communication over time among the members of a social system. Diffusion is a special type of communication concerned with the spread of messages that are perceived as new ideas.  An innovation on the other hand is an idea, practice, or object that is perceived as new by an individual or other unit of adoption. The characteristics of an innovation, as perceived by the members of a social system, determine its rate of adoption.  

The Diffusion of Innovations theory can therefore be explained in my personal parlance as the ability for any new idea, advancement in thinking or technology to be accepted by a particular society, it must be done through the use of creative communication channels. It involves the skill, knowledge and expertise used to ensure that an idea is able to touch base with the people it is intended for by making utmost use of the correct communication platforms available to sell the idea. The success of an advertising campaign also relies largely on the ability of the creators of the message to make it relatable enough to the social system or context the innovation is going to be used in.

This means that new ideas should make sense in the context and environment it is being used in. New ideas will not miraculously gain societal acceptance until they are somehow pushed and driven into the minds of people to accept and adopt it as the norm. Even this process of adoption does not happen at once for everyone as everyone’s rate of processing information is different. An excellent use of the right communication channel will ensure that the message is able to penetrate the barriers of the personal, cultural, environmental and religious consciousness of the audience that may be obstacles. The process of diffusion is one that allows the information to be broken down, simplified and spread from one person to another.

Tigo’s drop the yam advert is a classic example of the diffusion of innovation theory at work. The advert took a slice of the Ghanaian culture and expression and found a way to promote technology with it. This advert made it easy for Ghanaians to relate the need for smart phones with everyday hence making it easy to relate with. It therefore took the Ghanaian context or pre-existing mode of thinking to propel or sell a new idea.