Everett M. Rogers
University of New Mexico

Arvind Singhal
Ohio University

What is diffusion? Diffusion is the process by which an innovation is communicated
through certain channels over time among the members of a social system ( Rogers,
1995). An innovation is an idea, practice, or object perceived as new by an individual
or other unit of adoption. The diffusion process involves both mass media and
interpersonal communication channels.

This chapter analyzes the research tradition of the diffusion of innovations, focusing
on the origins of the diffusion paradigm, its methodological tenets, and its influence
on communication research. We identify the distinctive aspects of diffusion research,
detail the seminal Iowa hybrid seed corn study, explain the strengths and limitations
of the dominant paradigm that guided diffusion study for several decades, and look
into the future of diffusion research.

Several distinctive aspects of the diffusion of innovations set it off from other
specialized fields of communication study.

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