Professional Documents
Culture Documents
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
conformation IV
1. Continuous 2.discontinuous 1. later adoption 2. Continued rejection
Receiver Variables:
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
Diffusion of Innovation:
Product- WATCHES
The Innovative Idea: Capturing the most important aspect in life Time
Evolution:
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.
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.
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.
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.
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.
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.
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.
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.
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.
Practice:
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..
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.
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.
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.