Diffusion of Information and Knowledge: How Information Becomes Meaningful - Evolving Global Information Infrastructure and Information Transfer - page 100

As the reader considers her or his own information processing, one realizes that
information processing is not linear. We sometimes go back to one or more pro-
cesses preceding the one we currently are on. For example, when making action
decisions, we may review our need for information to clarify our need, in order to
clarify our search strategies. Similarly, when we evaluate information found dur-
ing a search, we may revise our strategies and seek additional types of informa-
tion. The information search process requires backtracking, evaluation, and revi-
sion throughout the process.
How Information Becomes Social Knowledge
In the previous section, we described the process whereby an individual ac-
cesses information, assimilates it, and puts it to use. At a societal level, including
small groups, organizations, professions, occupations, and societies of various
sizes, the social process of creating, disseminating, diffusing, and utilizing inform-
ation is a process we call “information transfer.” We have described that process in
chapters 3, 4, and 5. Here we focus our attention on the diffusion process.
Rogers (2003, 11) defines “diffusion” as the process by which (1) an innovation
(2) is communicated through certain channels (3) over time (4) among members
of a social system. Diffusion is a unique type of communication with a focus on the
spread and understanding of a message or new idea.
Innovation
Innovation is the degree to which a new idea is perceived as better than the
idea it supersedes. The key element is perceived advantage to an individual or
members of a social system. Attributes of innovation are relative advantage, com-
patibility, complexity, trialability, and observability.
Relative advantage is the degree to which an innovation is perceived as better
than the idea it supersedes. Advantage can be economic, social, or simply a matter
of convenience. What is critical is that it is perceived to be advantageous. Per-
ceived advantage positively affects the rate of adoption of an innovation.
Compatibility “is the degree to which an innovation is perceived as being con-
sistent with existing values, past experiences, and needs of potential adopters.”
Ideas must fit the values and norms of a social system; if they do not, the adoption
of an innovation or new information takes much longer.
Complexity “is the degree to which an innovation is perceived as difficult to un-
derstand and use.” If a new idea is readily understood, adoption is more easily
accomplished than if a new skill set is required for the adoption process. Interven-
tions, such as workshops, become necessary.