Introduction

John Deere is credited with inventing the steel plow, which revolutionized farming in the 19th century. Before the steel plow, farmers used wooden plows that were prone to breaking and would not work well in the thick, sticky soil of the American Midwest. John Deere, a blacksmith from Vermont, recognized this problem and set out to create a more durable plow.

In 1837, John Deere created his first steel plow using a broken saw blade that he forged into a plowshare. The steel plow was stronger and more durable than the traditional wooden plows and could easily cut through the tough Midwestern soil. It also allowed farmers to plow deeper and wider, enabling them to cultivate larger fields more efficiently.

The success of the steel plow led to the founding of the John Deere Company, which became one of the world's leading manufacturers of agricultural equipment. John Deere's invention of the steel plow had a significant impact on American agriculture and contributed to the growth and expansion of the farming industry in the Midwest. The steel plow helped farmers produce more crops, which led to increased food production and helped meet the growing demand for agricultural commodities.

But the question is, how did the use of the plow as a ubiquitous tool in farming spread so quickly across he United States? How do we as educators encourage the adoption of new technologies by our students and clients? Well, Everett Rogers had a theory...

If you have time to watch this following 8 minute video, how many different innovative farming tools and techniques do you see? (Hint: The innovations in the video span three centuries, maybe more.)

Diffusion of Innovation Theory

Diffusion of Innovations Theory is a framework for understanding how new ideas, products, or technologies spread throughout a society or social system. Sociologist Everett Rogers first developed the theory in the 1960s and has since been widely used in fields such as marketing, public health, and technology development.

The theory proposes that the adoption of an innovation follows a predictable pattern, which can be divided into five stages:

1. Knowledge: The individual or group becomes aware of the innovation and gains knowledge about its potential benefits.

2. Persuasion: The individual or group becomes interested in the innovation and actively seeks information about it.

3. Decision: The individual or group decides whether to adopt the innovation.

4. Implementation: The individual or group begins to use the innovation.

5. Confirmation: The individual or group evaluates the innovation's results and decides whether to continue using it.

According to the theory, the adoption rate of an innovation can be influenced by several factors, such as the perceived benefits and risks of using the innovation, the individual's social network, and the characteristics of the innovation itself. Innovations seen as more beneficial and less risky are likely to be adopted more quickly, and those compatible with existing values, beliefs, and practices are more likely to be accepted. The theory also identifies five categories of adopters, each with different characteristics and behaviors:

1. Innovators: The first individuals to adopt an innovation.

2. Early adopters: Opinion leaders who adopt the innovation early on and significantly influence others.

3. Early majority: Individuals who adopt the innovation after it has been proven successful by the early adopters.

4. Late majority: Individuals who adopt the innovation after the majority has already adopted it.

5. Laggards: Individuals who are the last to adopt the innovation.

The rate of adoption of an innovation is influenced by several factors, including the perceived relative advantage of the innovation over existing alternatives. The following two videos are part of the Diffusion of Innovations class I will be teaching next year. Both feature Dr. Everett Rogers explaining in depth his diffusion theory. The first video is a little hard to follow, but you may find the examples, presentation methods, and even Dr. Rogers's hairstyle and clothing choices to be interesting.

The Diffusion of Innovations Theory offers valuable insights into the process of social change. This theory explains how new ideas, products, and technologies are adopted and disseminated within a society. It sheds light on the factors that influence the rate of adoption, including the characteristics of the innovation itself, the adopters, and the communication channels used for dissemination. One key aspect of this theory is the reliance on peer conversations and networks to drive adoption.

 The theory emphasizes the importance of peer-to-peer conversations and peer networks in driving adoption. When individuals discuss and share information about an innovation, it accelerates its acceptance and adoption2.

Understanding User Segments: By studying the diffusion process, organizations can gain insights into the needs and preferences of different user segments. This understanding helps tailor strategies for successful adoption2.

In summary, the Diffusion of Innovations Theory provides a framework for understanding how ideas and technologies spread, enabling us to navigate the complexities of adoption and societal change3.

Using Rogers's Theory in Extension

The theory can be used by Cooperative Extension educators to identify the factors that influence the adoption of new agricultural practices and technologies. They can use the theory to design educational programs that are tailored to meet the needs of different adopter categories.

 The early adopters and early majority are important targets for Cooperative Extension educators because they are more likely to adopt new practices than the other categories. To promote the adoption of new practices and technologies, Cooperative Extension educators can use several strategies based on the Diffusion of Innovations Theory. These strategies include:

Providing information about the innovation's benefits and risks to increase awareness and knowledge.

Using opinion leaders within the community to promote the innovation to early adopters.

Using demonstrations and field days to show the innovation in action.

Providing social support to help adopters overcome any challenges they may face.

Tailoring educational programs to meet the needs of different adopter categories.

Criticisms of DoI

Like any theory, Diffusion of Innovations, has faced criticisms. The theory assumes that it is beneficial for everyone to adopt an innovation. In reality, adoption should be context-specific. Not all innovations are suitable for every individual or community. For instance, conventional tillage was once promoted as beneficial but now is considered to be less desirable than conservation tillage.

Researchers sometimes exhibit a pro-innovation bias, particularly when labeling those who resist adoption as “laggards.” The term “laggards” itself can be emotionally charged and derogatory. Rogers acknowledged this and suggested that the issue might lie with the environment, processes, and systems rather than solely blaming individuals. Finally, the theory does not adequately address social and cultural factors that influence adoption.

60-Minute Assignment this Week

There is no 60-minute assignment this week. Yahoo!