Glossary
Contagious Diffusion
The rapid, widespread diffusion of a cultural trait throughout a population by direct contact, similar to the spread of a disease.
Example:
A viral dance challenge spreading rapidly across social media platforms, with everyone trying it out, is a perfect example of contagious diffusion.
Cultural Diffusion
The process by which cultural traits, such as ideas, customs, technologies, or practices, spread from their place of origin to other areas.
Example:
The global spread of pizza from Italy to nearly every country is a classic example of cultural diffusion.
Diffusion S-Curve
A model illustrating the typical pattern of adoption for a new technology or idea, showing slow initial adoption, followed by rapid growth, and then a leveling off as saturation is reached.
Example:
The adoption rate of smartphones initially grew slowly, then surged, and is now slowing as most people own one, following a classic Diffusion S-Curve.
Early Adopters
Individuals who adopt a new idea or technology after the innovators, often opinion leaders who influence the majority.
Example:
People who bought the second or third generation of a popular gaming console, after the initial bugs were worked out, were likely early adopters.
Expansion Diffusion
The spread of an idea or trait from its hearth outward, with the number of adopters growing larger, without the physical movement of the original adopters.
Example:
The popularity of yoga, originating in India and spreading globally through classes and media, illustrates expansion diffusion.
Hearth
The place or region where a cultural innovation, idea, or trait originates.
Example:
Silicon Valley is considered the hearth for many technological innovations that have since spread worldwide.
Hierarchical Diffusion
The spread of a cultural trait from a position of power or authority to other people or places, often starting in major centers and moving down a hierarchy.
Example:
New fashion trends often emerge in major cities like Paris or New York and then gradually spread to smaller towns and rural areas, showcasing hierarchical diffusion.
Innovators
The first individuals or groups to adopt a new idea or technology, often characterized by their adventurousness and willingness to take risks.
Example:
The very first people to buy an electric car when they were a niche product were the innovators in vehicle technology.
Laggards
The last group of people to adopt a new idea or technology, often resistant to change and preferring traditional methods.
Example:
Individuals who still prefer using a flip phone despite the widespread availability of smartphones are considered laggards in mobile technology adoption.
Majority Adopters
The largest group of people who adopt a new idea or technology, typically after it has become widely accepted and proven.
Example:
Most people who now own a smartphone, having waited until the technology was mature and affordable, fall into the category of majority adopters.
Maladaptive Diffusion
The adoption of a cultural trait that is not suitable or beneficial for a particular environment or culture, often leading to negative consequences.
Example:
The widespread adoption of large, water-intensive grass lawns in desert climates, requiring significant irrigation, is an example of maladaptive diffusion.
Relocation Diffusion
The spread of a cultural trait through the physical movement of people from one place to another, carrying their culture with them.
Example:
When Irish immigrants moved to the United States, they brought their traditions, like St. Patrick's Day celebrations, demonstrating relocation diffusion.
Stimulus Diffusion
The spread of an underlying idea or principle, even if the specific cultural trait itself is altered or adapted to fit a new context.
Example:
The concept of fast food spread globally, but McDonald's adapted its menu to include local dishes like the McSpicy Paneer in India, which is an instance of stimulus diffusion.