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Approaches To Development Communication

The document discusses Rogers' Diffusion of Innovation theory, which explains how new ideas or innovations spread through populations over time. The key aspects of the theory are that it identifies five categories of adopters - innovators, early adopters, early majority, late majority, and laggards - who adopt innovations at different rates based on factors like their openness to change. The theory also identifies characteristics of innovations that influence their rate of adoption, such as relative advantage and compatibility. While widely used, the theory has limitations in not considering social and cultural factors or an individual's resources that may impact adoption.

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Tanmay Mahajan
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38 views

Approaches To Development Communication

The document discusses Rogers' Diffusion of Innovation theory, which explains how new ideas or innovations spread through populations over time. The key aspects of the theory are that it identifies five categories of adopters - innovators, early adopters, early majority, late majority, and laggards - who adopt innovations at different rates based on factors like their openness to change. The theory also identifies characteristics of innovations that influence their rate of adoption, such as relative advantage and compatibility. While widely used, the theory has limitations in not considering social and cultural factors or an individual's resources that may impact adoption.

Uploaded by

Tanmay Mahajan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Development

communication
Approaches- How the development communication process

How to bring Changes?


How the messages are communicated

Persuading / evolution /reinventions


One's own need

Diffusion of Innovation
Magic multiplier
Empathy
Rogers, Development communication
"process by which an idea is transferred from a source to a receiver
with the intent to change his behavior.
● Usually the source wants to alter the receiver's knowledge of some
idea, create or
● change his attitude toward the idea, or persuade him to adopt the idea
as part of his regular behavior“
To explain how, over time, an idea or product gains momentum and
diffuses (or spreads) through a specific population or social system.

● Diffusion of Innovation- E.M. Rogers in 1962


● Behaviour change Models
Adoption of a new idea, behavior,
or product (i.e., "innovation")

Material innovations
Social innovations
It is a process whereby some people are more apt to adopt the
innovation than others.
adoption is a decision of “full use of an innovation as the best
course of action available”
rejection is a decision “not to adopt an innovation”
Rogers defines diffusion as “the process in which an innovation
is communicated through certain channels over time among the
members of a social system” .
the four key components - innovation, communication channels,
Rogers diffusion of Innovation theory
The characteristics of the target population that will help or
hinder adoption of the innovation.
People who adopt an innovation early have different characteristics
than people who adopt an innovation later.
There are five established adopter categories-Innovators, Early
adopters, late adopters,early majority and laggards
The majority of the general population - middle categories,
Different strategies used to appeal to the different adopter
categories
1 Innovators - people who want to be the first
to try the innovation.
They are venturesome
Interested in new ideas.
The first to develop new ideas.
Very little, needs to be done to appeal
to this population.
2 Early Adopters –

These are people who represent opinion leaders.


They enjoy leadership roles, and embrace change
opportunities.
They are already aware of the need to change and
So are very comfortable adopting new ideas.
They do not need information to convince them to
change.
3 Early Majority –
They do adopt new ideas before the average person.
Strategies - success stories
Deliberate change makers
Evidence of the innovation's effectiveness.
4 Late Majority - These people are skeptical of change,
and
Will only adopt an innovation after it has been tried by
the majority.
Strategies - information on how many other people have
tried the innovation and have adopted it successfully.
Know the rules
5 Laggards –
These people are bound by tradition and very
conservative.
They are very skeptical of change and
are the hardest group to bring on board.
Not ready to accept
Strategies - statistics, fear appeals, and
pressure from people in the other adopter groups.
S curve
Steps in creating innovation Factors influence adoption
Factors that influence adoption of an innovation
Based on Needs of individual
1. Relative Advantage
2. Compatibility
3. Complexity
4. Trialability
5 Observability
This theory has been used successfully in many fields including
communication, agriculture, public health, criminal justice, social
work, and marketing.
In public health, Diffusion of Innovation Theory- is used to
accelerate the adoption
Change the behavior of a social system.
The most successful adoption of a program results from
Understanding the target population and
The factors influencing their rate of adoption.
Limitations of Diffusion of Innovation Theory
● Much of the evidence for this theory, including the adopter
categories, did not originate in public health and it was not
developed to explicitly apply to adoption of new behaviors or
health innovations.
● It does not foster a participatory approach to adoption of a public
health program.
● It works better with adoption of behaviors rather than cessation or
prevention of behaviors.
● It doesn't take into account an individual's resources or social
support to adopt the new behavior (or innovation).
● For Rogers, the subculture of the peasantry offered
important psychological constraints on the incorporation
of innovations, and consequently, development.
● Individualistic and psychological biases.
● “Dominant paradigm.”
● It was necessary to be sensitive to the specific socio
cultural environment in which “communication” took
place, an issue that was neglected in early analyses.
● communication and culture

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