Propounded by Everett M. Rogers in 1962, Diffusion is the process through which an innovation (an idea, product, technology, process, or service) spreads (more or less rapidly, in more or less the same form) through mass and digital media, interpersonal and network communication, over time, through a social system, with a wide variety of consequences (Nabi et al., 2003).
The theory holds that an individual in a social system may become aware of an innovation through mass or digital media and individually choose to adopt it, or may be persuaded through interpersonal communication by influential peers. According to the theory, the key people in the diffusion of innovations theory are innovators, early adopters, early majority, late majority, and laggards. Also, diffusion happens through knowledge, persuasion, decision, implementation, and confirmation.
In my personal experience during the Covid-19 pandemic as a second-year undergraduate student in Ghana, the closure of all schools compelled universities to find alternative ways to continue academic activities. Administrators and Professors at my university initiated stakeholder engagements, workshops, and training to learn how to utilize then fast-growing technologies such as Zoom and other online educational tools as an alternative to in-person classrooms considering their benefits.
During these stakeholder engagements, specific zoom and online educational tools features were considered including the ease of use, cost-effectiveness, and the ability to facilitate discussions and activities for a longer period.
Even though Zoom Video Communications was founded in 2011, Zoom didn’t become common or widely adopted in the style of “Google” until the Covid-19 pandemic hit.
The persuasive factors during this stage were crucial and addressed potential concerns with emphasis placed on the advantages these technologies brought. Stakeholders were given hands-on experience during workshops and training sessions and allowed them to try out these tools before deciding to fully adopt them. This experiential learning approach played an important role in the decision-making process which made it more informed and participatory.
After testing these technologies and finding them effective to keep learning going, they became the norm even after the pandemic due to their demonstrated advantages. Eventually, my university established an E-Learning Center equipped with technologies after the Covid-19 to enhance online learning activities. The decision to set up this center showcased a commitment to the adoption of these innovations and reflected the confirmation stage of the Diffusion of Innovation theory.
In the U.S., I have observed a similar trend with the Canvas system, which is widely used in educational institutions. New staff, students, and professors receive some level of training sessions on its usage which paints a picture of the knowledge and implementation stages of diffusion.
The Canvas system’s user-friendly nature and robust features may have compelled the various educational institutions to adopt and implement similar technologies which shows the compatibility of such innovations across diverse environments.
Now, the success and benefits of online educational tools such as Zoom and Canvas acted as persuasive factors in the example I gave which influenced my undergraduate university’s decision to adopt these technologies. During the persuasion stage, stakeholders were presented with the benefits including the ability to facilitate discussions and activities for a longer period.
Also, the ease, cost-effectiveness, and ability to facilitate discussions were factors for its acceptance and led to continued use after Covid-19. The usage of these technologies and further establishment of an E-Learning Center at my university paints a picture of the confirmation stage. The transfer of knowledge from early adopters to new professors, students, and even the general public showcases the diffusion process within the educational community.
Meanwhile, when it comes to innovations, younger people may adopt new technologies more quickly than older individuals because they are familiar with new digital tools and are constantly exploring and embracing innovations especially in today’s world of social media influence, AI, VR, and other emerging technologies. When it comes to ethical considerations, people must not be pressured or lured through persuasive tactics to adopt new innovation. Free will and understanding are key. There must be honesty and respect to ensure that everyone has a fair understanding when it comes to adopting innovation.