This Week in Communication Theory: Diffusion of Innovations
An excellent theoretical concepts to read about is Diffusion of Innovations Theory, which was developed to understand why some ideas are accepted and adopted by a group while other ideas are rejected (Martin & Nakayama, 2010). Diffusion of Innovations Theory is useful for examining why people engage in legal or illegal behaviors both on and offline. This concept is easily observed in the behavior of peers, acquaintances, and friends through business ideas. Did a group of friends recently begin selling scented candles or start a photography business? They were likely influenced by a charismatic leader within the group. Diffusion of Innovations Theory is a good method for understanding and predicting trends because this theory allows a person to identify influential people within a group.
Martin, J. N., & Nakayama, T. K. (2010). Intercultural communication in contexts (5th ed.). Boston, MA: McGraw-Hill.