Assignment On Diffusion of innovation

Submitted to:

prof. sunil b.
By

Rituparna jana
Roll- 247, Batch 2010-2012 Symbiosis institute of media & communication

Diffusion of innovation
Basic understanding of the theory:
The original diffusion research was done by the French sociologist Gabriel Tarde (1903) who plotted the original S-shaped diffusion curve. This is of current importance because most innovations have an Sshaped rate of adoption.

What is diffusion?
Diffusion is the process by which an innovation is communicated through certain channels over a period of time among the members of a social system. An innovation is an idea, practice, or object that is perceived to be new by an individual or other unit of adoption- E.M. Rogers. Diffusion concentrates on the increase or decrease of likelihood of a new idea, product or practice. The nature of the network of information flow; roles that opinion leaders play in them determine the adaptation of the innovation. Antecedent Process Adoption

knowledge I

persuation II

decision III
Rejection Consequence

Communication source & Channels

conformation IV
1. Continuous 2.discontinuous 1. later adoption 2. Continued rejection

Receiver Variables:

1. Personality characteristics . 2. Social characteristics 3. Perceived need for the innovation

social variables 1. Social system norms 2. Tolerance of deviancy

perceived Characteristics of innovation 1. Relative advantage 2. Compatibility

3. communication integration 3. Complexity 4. Triable & observe Time

Content:

A. There are five stages of adoption of a product: 1. 2. 3. 4. 5. Innovators Early adopters Early majority Late majority Laggards

B. The characteristics of the products: 1. Perceived advantage 2. Unique features 3. Future aspects

C. Why the product /idea/practice is an innovation

D. How it is adding value to the society or social development

Diffusion of Innovation:

Product- WATCHES

History of the watches :

Time is the most important area which we want to manage according to human need. Unfortunately it is the one area what human are not yet able to tame. But we have captured the time in a small gadget and made it useful. Earlier this gadget called- watch; only used to enlighten the walls of the rooms. Later with further technological advancement the elaborated technology was captured in a small form called pocket watch. May be this has undergone various steps of development to create new design. The advent of the pocket watch was a big hit because that time it was the simplest way to carry time. As human nature always tries to find new saturation point, it has designed the new generation device that is the wrist watch. It was invented in 1511.

The Innovative Idea: Capturing the most important aspect in life Time

Evolution:

1511-1600- Clock Watches

1600-1657- Pocket Watches 1657-1765- The Balance Spring 1765-1800- The Temperature Compensation and Chronometers 1800-1850- Liver Escapement 1850-1900- Mass Production 19001920 Better materials 19201950 Wristwatches become popular 19501969 Electric watches 1969present Quartz watches with LCD display.

Perceived Advantage: the advantage is the carrying time all the way.

Uniqueness of the product:

1. The idea of capturing time is itself a unique idea.

2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

As the time progresses from wall clock to wrist watch is developed. Now a days date, month, year also are included in the watch. Small device easy to carry. User friendly. Durable in todays era from waterproof to heatproof; wide range is available. Innovation has taken it to the level of GPS watches. The availability of the product is high. Designed in various forms. Advancing the idea by putting alarms to wake us up. Less knowledge needed to carry this most important aspect of the life. A wide range of technology which is cost-friendly. Reach-ability of the product among target market is high.

How the ideas are accepted:

Basically according to the researches in the era of 1511, after the invention of clocks only a few people got the opportunity to use it. There were various reasons but the strongest among them is the social and economic status of the people. Though the acceptability was good, reach-ability that time was poor. The acceptance got spread during the use of pocket watch. More number of consumers became aware of it. Then in this era most of the people are using the product.

Diffusion at the various stages of the society:

a. For the richer segment- from the beginning this part is using the device and cultivating on it. b. For the middle class- they followed the trend. c. The poorer part- if the affordability permits they consume even the simplest form of it.

Future aspects:
a. Already watches for space travel and scuba-dive have been innovated. b. This product includes a lot of scope to improvise its technology. c. More features with cost-effective models will grab the market better.

Product life cycle:

The key elements:

1. Innovators: Peter Henlien is the innovator of the watch. He invented it in the 1500. 2. The early adopters: This class of people consists of financially stable class. Mainly British national. Later when it reached Asian countries along with India the consumer behavior remained the same. 3. Early Majority: this group is when people buy the watch not only for the purpose of the need. They dont consume only the simplest form of the device rather they go for trying new addition. This class immediately follows the early adopters. In Indian society this class doesnt indulge on the product but they need it also. 4. Late Majority: This class is little laid back category. They are not experimental about the watches. They consume it for only basic need. They do not indulge in it. Their buying decision also depends upon their affordability.

5. Laggards: This class of people mostly possesses negative approach about the product. They buy, neither for need nor for social statement. Though they are aware of the product, they ignore the importance of the product. The usage of data is showing the usage of the watches in India over a time period of 10 years,

The data is showing the retail of the watches which is 45.6(highest) worldwide in terms of other commodities.

Watch is considered as an essential commodity it has selfor dignity. People can relate to the idea Easily because of the wide range.

An idea:

Nuclear Weapons

An idea is something which we know but we do not practice. What we preach about; but do not follow it. Similarly every country speaks against developing nuclear weapons. The irony is nuclear weapons are there and rules and regulations are generated for less usage of them.

History behind the idea:

Nuclear weapon is an explosive made from the nuclear reaction by a process called fusion or fission. It creates energy of 20,000 tons of TNT. This kind of weapons was firstly created in U.S. during the end of the world war III. The bombs were used to destroy Hiroshima and Nagasaki, in Japan. The only countries known to have detonated nuclear weaponsand that acknowledge possessing such weaponsare (chronologically) the United States, the Soviet Union (succeeded as a nuclear power by Russia), the United Kingdom, France, the People's Republic of China, India, Pakistan, and North Korea. Israel is also widely believed to possess nuclear weapons, though it is dubious. Do not know with what weapons World War 3 will be fought, but World War 4 will be fought with sticks and stones. ---A. Einstein

Types of weapons:
A variety of names are used for weapons that release energy through nuclear reactions - atomic bombs (A-bombs), hydrogen bombs (H-bombs), nuclear weapons, fission bombs, fusion bombs, thermonuclear weapons (not to mention "physics package" and "device etc.

Is it a positive or negative innovation?

Nuclear weapons clearly have two aspects, one positive and another is negative but unfortunately the negative effects being practiced more. Nuclear explosions produce both immediate and delayed destructive effects. Immediate effects (blast, thermal radiation, prompt ionizing radiation) are produced and cause significant destruction within seconds or minutes of a nuclear detonation. The delayed effects (radioactive fallout and other possible environmental effects) inflict damage over an extended period ranging from hours to centuries, and can cause adverse effects in locations very distant from the site of the detonation. The distribution of energy released in the first minute after detonation among the three damage causing effects is: Low Yield (<100 kt) High Yield (>1 Mt) Thermal Radiation 35% 45%

Blast Wave 60% Ionizing Radiation 5% (80% gamma, 20% neutrons)

50% 5%

Beside all those effects that represent the naked truth nuclear weapon is a secret pleasure among the powerful countries and they all try their best to develop one. Even the country people know about the impact but do not intentionally face the situation to improvise their safety measure.

Product features:
1. 2. 3. 4. Highly explosive. Can be used both ways-positive and negative. Highly powerful. Therefore how the countries are inclined to violate the rules. Highly expensive.

Product life cycle:

Compatibility:
As the product can be used both for good social work like steering the direction of the rivers for agriculture, and the evil i.e. always the war but some people take war also as a positive attribute as it is saving the country from its enemy.

Consumer: here the consumers are the powerful countries. Channels through information flow takes place:
1. Media is one of the most trusted and old 2. It is basically among countries so the decision making is Aloud. 3. The high authoritative power only are involved in the decision making so, the view of general people are less hard.

Acceptance among the countries/social involvement:

The social stand here can be depicted as the international involvement of the countries.

NUCLEAR NON PROLIFERATION TREATY/NPT(from 1975): It has been ratified by 187 countries, more than any other arms limitation and disarmament agreement. The objective is to prevent the spread of nuclear weapons and weapons technology, to promote co-operation in the peaceful uses of nuclear energy and to further the goal of achieving nuclear disarmament and general and complete disarmament. Some 180+ countries thus agreed not to pursue nuclear weapons in exchange for the nuclear powers to adhere to treaties that would have the goal of eliminating nuclear weapons. However, as others have put more bluntly, this treaty was to prevent new members from joining the nuclear club. The Comprehensive Test Ban Treaty developed by International Association of Atomic Energy of UN along with PTBT,etc. all the treaties are formulated , improvised, got clearance from the countrys Govt. But still neither the nationals nor the govt. is practicing their treaties.

Diffusion in the social system:

More fundamentally, if (as also noted further above) powerful countries, such as the US itself, are pursuing nuclear weapons options (defying various nuclear non proliferation treaties in the process), this raises arguments that many have made in the past, such as: Surely others have a right to develop nuclear weapons as well? Why should only a few powerful countries have them? Wont they use their position to pressure or bully other countries to their interests? North Korea, India, Pakistan, and Israel, for example (and possibly Iran, depending on how things progress) would seem to directly or indirectly support these questions for their own interests.

The right to nuclear weapons will be an attractive argument for those who feel threatened by the current world powers, or for those with more ambition. Furthermore, the worlds foremost nuclear powers appear unwilling to provide sufficient help. Some, such as the US, appear to reverse and actually develop more weapons, citing reasons such as fear and mistrust of others. Some statistics: Difference between India and Pakistan in terms of usage of nuclear weapons

Categories of adoption:
1. Innovators: Innovators of nuclear weapons were the German scientists. First it was innovated as simple atom bombs. Later with the help of America and with the technological advancement nuclear weapon arrived in 1930s. Unfortunately till date the researches are going on to improve is destructive power. 2. Early Adopters: Early adopters, as an example for using nuclear weapons were America during World War II. At the same time countries like Germany also experimented with the innovation and further researched on it to give new destructive dimensions. 3. Early majority: These are the group of countries who stepped into the business after the product/nuclear weapons came into the big picture. i.e. after the nuclear weapons reached its growth phase. E.g. Iran, Israel, Iraq, Russia etc. middle east countries. 4. Late Majority: These group of countries experimented with this destructive force much later. When the product is in its culmination phase, they entered the market. Free use and lite norms were already banned. Only under international authoritative power these countries can operate. E.g. India, Brazil, Africa etc. 5. Laggards: There are the majority of these laid back countries who dont have the power to develop nuclear weapons. The reason being many- a. poor financial support, b.- granted as an developing country or below developing line country, c.-with small geographical area and importance etc. e.g.- New Zealand, Philippines, Bangladesh, some south Asiatic countries etc.

Graphical representation on the adoption:

Practice:

Toilets (advent of clean society)

Assumption: practice is a set of norms of an innovative idea that initially some group of people or a person invented, later it became a rage in every culture and consist of some social values.

History of toilets:
The history of toilets is of immense interest. This innovative idea was first practiced in the time of emergence of civilization. Third millennium BC was the Age of Cleanliness. 2800 BC saw some advanced structure of toilets idealized in Mahenjo-Daro. This was the conceptualization of todays modern toilets. The word "toilet" came to be used in English along with other French fashions. It originally referred to the toile, French for "cloth"

Modern toilets:
Modern toilet design began in 1596, when Sir John Harington invented a device for Queen Elizabeth that released wastes into cesspools. Harington invented two elements of the modern toilet: a valve at the bottom of the water tank, and a wash-down system. In 1775, Alexander Cummings designed a toilet with a water trap under a bowl. In the late 1800s, the first recognizably modern toilets were developed by Thomas Crapper, a plumber who brought toilet design and modern manufacturing technology together..

Why the toilet system is innovative?

The sewer and toilet history tells that the urge of cleanliness lead human beings to the innovation of such a system. Recognizing hygiene at that era was marvelous as well as this innovation today is widely practiced. Not only for social norms but also for self health and hygiene the concept is highly acclaimed.

Channels of the evolution in the practice:

1. Earth closet - Dry earth is used to cover waste material for later removal. Henry Moule patented one design in 1869. 2. Pan closet - A simple but fairly unsanitary design featuring a basin with a pan at the bottom. 3. Valve closet - An opening at the bottom of a pan was sealed by a valve, by sir John Harington. 4. Hopper closet - This inexpensive design featured an inverted cone as the receptacle, with a squirt of water released for flushing. 5. Wash-out or flush-out water closet - Water was used to seal the drain tube, as in the modern trap.

Diffusion of this innovative idea in different countries and Cultures. For general use every society toilets Public pay-in Private has 2 types of toilets-

Hig low

Diffusion and adoption in various countries1. Loo- this is the British term derived from the word- waterloo. Usage- Britain. Lavatory- This system was first conceptualized and termed in Latin America. The term is derived from a Latin word lav meaning I wash. Usage - aircraft lavatory in USA. Water closet- an American English term, in short WC. Usage- France, Romania, German etc. Comfort room- this is conceptualized in Philippines. Dunny- means outhouse. Usage- Australia. Privy- old fashioned. Usage- North England, Scotland. Netty-usage- North East England. Latrine- mainly is a military term. Usage- US. Khazi- closed door underdeveloped toilets. Usage-Khasia tribe of north India. Squat toilet- a different type of concept of toilets, practiced by Japanese. The drainage system is unique in its structure.

2. 3. 4. 5. 6. 7. 8. 9. 10.

Habitat and environment of the living place leads to the simple innovation of Dry Toilets within a small community in South America. Based on that, technological inputs are given to improvise the idea. Progress of the practice: Invented in Mahenjo-Daro , the progress is as following- from Scottish civilization taking a path, including Persia, Rome, German civilization it entered British civilization, then the American continent. From there Asiatic countries entered into this massive practice.

Life cycle of the practice:

Adopters:
1. Innovators: First the innovative idea was conceptualized in Mahenjo-Daro. Then in a separate form it was cultivated in Sind and Roman civilization. 2. Early adopters: Early adopters were the cultures who adopt the idea and improved it and even designed it in a different way, for better usage. These communities gave it a different dimension that leads to the modern day toilet. E.g.- British civilization, Americans and still continued. 3. Early majority: Early majority include the communities who are used to the conventional system. They never went experimenting with the concept. They adopted the practice when it was at its Growth phase. e.g.Asiatic countries which are developing like India, China, etc. 4. Late majority: This segment particularly contains the group of people who are forced to be in the practice. They will enter in the practice if all the facilities are provided to them. Unfortunately the number of people belonging to this group is huge. E.g.- Middle east countries, villages of developing countries. 5. Laggards: In this kind of social issues laggards are not the group who do not want to consume the product or practice the idea. They are the groups who are ignored or not aided. Basic reason is lack of space, financial instability, and lack of knowledge about hygiene. E.g.- slums, remote areas etc. Unfortunately 2.6 billion people in the world still lack basic sanitation, which has a direct impact on human health and development.

Graphical representation of the adoption:

sCurrent social position in India: Though it is a basic need of human beings to maintain health and hygeine, most of the people lack the basic sanitation knowledge. This is the base of a healthy society. These kind of issues should be entertained before building skyscrapers. In india remote villages of north or east or south frontier where education can not enter easily, this basic sanitation process should be introduced. The change in the society for a good cause starts from the grass root level. Govt. should pay more attention in these issues because health and hygeine is one of the basic infrastructure of development.