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Diffusion Of Innovation Theory Essay

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CHAPTER III THEORETICAL AND CONCEPTUAL FRAMEWORK In 1995, E.M. Rogers introduced the Diffusion of Innovations (DI) Theory–a theory that focuses on the conditions that affect the likelihood of one’s adoption to an idea, product or practice to within and among people, organizations or communities (Rogers, 1995). This theory can predict that media and interpersonal contact can help provide information and influence opinion, and judgement. Diffusion of Innovations Theory goes through four stages: the innovation, the communication channels, time and the social system (context). The most important element in this theory is the innovation. It is “an idea, practice, or object that is perceived to be new by an individual” (Diffusion of Innovations Theory, n.d). Diffusion, on the other hand, is the “process by which an …show more content…

Communication, according to Rogers, is the process where the members create information and share this information to others in order to form a mutual understanding (Rogers, 1995). Equally important in this stage is the use of communication channels–they are the tools being used to get an information across. Mass media channels are very helpful in creating knowledge on the innovations while the interpersonal channels help change and form attitude towards the innovations. This may influence the judgment of a person leading to an acceptance or rejection of the innovations. For this study, it carefully looks into the awareness and motivation of the audience based on the communication tools used by the barangay and by the parish for their blood donation program. Some of these channels include a printed blood donor qualification form from Davao Blood Center, a one-on-one discussion of blood donation and its qualifications per GKK in the case of the parish and specific blood donation program announcements by the Kagawad on Health using a megaphone in every purok of the

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