Diffusion of Innovation Theory - Keep Reading

The diffusion of innovation theory is often highlighted in discussions on how people can get farmers to incorporate new practices on their farms. Most people nod when "early adopter" or "laggard" enter the lexicon. Inevitably, there will be a dissenting view with a flippant wave of the hand about how this theory does not apply to their situation. However, when pressed, most people have not turned the page to read the profile descriptions of each segment - that is, if they even have the book at all. I interpret the profiles in context with a specific practice or innovation. The innovator for one innovation may be a laggard regarding another practice. To complicate matters further, most farms have a social component with different family members with different strengths taking on various roles. Therefore, on one farm, you might have an early majority and a laggard sitting across from each other at the kitchen table. Multiply this across a single county, region, province or country, and the permutations for the extension professional are astounding.

Rather than becoming overwhelmed by the task ahead for program planning, anyone in the field of agriculture extension may find it helpful to continue reading the theory. The book, although significant in size, is an easy read. Once you've read it, it has many insights into the knowledge transfer spectrum across communications and education and can be used as a reference guide in many situations. I think it is a book that most extension professionals should have on their shelves as so many solutions to common problems can be found across its pages. Just remember that one bell curve does not make the whole theory, and perusing its pages may solve a very practical problem.

Rogers, E. M. (2003). Diffusion of Innovations. New York: Free Press.