The Diffusion Process

The Diffusion Process

George M. Beal and Joe M. Bohlen. 1956. (View Paper → )

This paper is a summary of the flannel board presentation on how farm people accept new ideas. It is based on the findings of 35 research studies conducted during the past twenty years in various parts of the United States, including Illinois, Iowa, Missouri, Wisconsin, New Hampshire, New York, West Virginia, Kentucky, and Tennessee.^1 The findings of these studies are presented in a framework which will be useful to people who are faced with the problem of diffusing new ideas and practices.

The paper by Beal and Bohlen, initially perceived as a modest study about the adoption of farming techniques, unexpectedly gave rise to the influential concept of the Technology Adoption Curve. This concept was later solidified by Everett Rogers in his book "Diffusion of Innovations", revolutionizing our understanding of how ideas spread across various domains—from healthcare to marketing. The paper's significant contribution to the "Diffusion of Innovations" theory has provided a robust framework for understanding societal change, proving invaluable to innovators across diverse fields including sociology, communication, marketing, and public health. It transcends theory, offering practical value by aiding agricultural extension services in enhancing their communication methods with farmers, thereby promoting effective adoption of agricultural innovations and significantly impacting farming efficiency and productivity.