Sociology and Space, No. 53-54, 1976.
Original scientific paper
A CONTRIBUTION TO DEVELOPING A SOCIOLOGICAL THEORY ON THE DIFFUSION OF INNOVATIONS
Vojislav Đurić
Abstract
This article is the slightly shortened Chapter III from the author’s book Innovations
in Society (Year 1975, 315 pp.).
The author first refers to the concept of diffusion of innovation as defined
E. Katz, E. M. Rogers and other American scientists. As his contribution to the
constitution of a sociological theory on the diffusion of innovations the author defines
diffusion of innovation as a complex process which consists of (a) the social
presentation of innovation, and (b) the adoption of the innovation presented. In
the course of the former process (i.e. the social presentation of innovation) interest
in the respective innovation is aroused among social subjects as potential adopters;
they become acquainted with something that is »new« to them and for which they
do not yet know whether it can be of use to them. In the course of the latter process
(i.e. the process of adoption) potential adopters become real adopters and
users of the given innovation after they have concluded that this novelty can satisfy
some of their own needs. Their decision to adopt and use the innovation depends
on their personal characteristics and the characteristics of both the immediate
and the wider social community in which they live. Innovation may satisfy a certain
need of the individual or a social group (primary or secondary) only if it fits into
the existing pattern of life, i.e. into the potential adopter's referential framework.
The diffusion process contains three basic elements: (1) innovation, (2) unit
of adoption (i.e. the social subject interested in the innovation), and (3) the very
process of the adoption and use of the innovation. The author defines innovation
as any socially useful value which has come into being and with which people have
come into contact only in recent times and the spread of which in a social community
has not yet reached saturation point.
Different criteria for the classification of innovations have been proposed:
material and non-material innovations (E. A. Rogers)); innovations in the sphere of
human thought and behaviour, and material innovations (H. G. Barnet); new activities,
objects, ideas and feelings (L. A. White); etc. Distinctions between discovery
and invention have also been established, with further division of inventions into
basic and secondary ones (G. Tard). The author accepts these differences and »introduces
« them into the concept of innovation. He takes the view that an innovation,
as a »new value«, can be evaluated in different ways, depending on how much
it is applicable and useful for the social subject. Since innovation is a value, and
values are associated with human needs, they are subject to evaluation, i.e. hierarch
ization.
Social subjects adopt an innovation at different »speeds«: some will adopt it
as soon as it emerges; others will hesitate and first weigh up all the pros and cons; others again will adopt it only after most members of their community have
already done so; etc. Depending on the »speed« of adoption, social subjects may be
grouped into categories of innovation adopters. The author criticizes in detail Rogers's
five-cell typology of the category of adopters which exclusively takes the
individual as the unit of adoption. However, the individual does not exist outside
society. The author therefore inclines towards the view of C. J. Couchou and E.
Ratz who maintain that the right classification of social subjects (who bring the
decision on the adoption and use of an innovation) is that into individuals and
groups who within the framework of a given social structure decide on the adoption
and use of an innovation.
The diffusion of innovations requires a certain period of time. Social subjects
adopt and use an innovation over a certain period of time which varies from one
social subject to another. The diffusion of innovation always proceeds in at least
three successive stages: presentation of the innovation (i.e. social subjects becoming
acquainted with it), adoption of the innovation, and use of the innovation. These
three stages may take a minimum of time but may also proceed with very long intervals.
The speed of adoption depends on the value orientation of the potential
adopter, i.e. on his knowledge, on the existing special contextual conditions, and on
his value system and the aims he aspires to achieve. Thus the adoption quotient
(the number of adopters divided by the number of non-adopters) depends on the
combination and hierarchy of the aims of potential adopters (individuals or group).
In conclusion the author discusses the inter-connection between diffusion of
innovations and social changes. For the diffusion of innovation does not mean
only the spread and adoption of innovations, but also the inclusion of adopted
innovations in the adopter’s pattern of life. Thus innovation changes the existing
way of life its adopter, his outlooks and his value system. Innovation, thus adopted
and used, exists at the same time as both a consequence and cause of changes in
the life and the social environment of the adopter.
Keywords
Hrčak ID:
118995
URI
Publication date:
8.12.1976.
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