Communication in Large Social Systems — How Information Spreads through Societies

Abstract

This chapter introduces the diffusion of innovation theory which describes how new technologies and practices are adopted in a population. The chapter analyses the characteristics of innovations, innovation adopters, and diffusion networks that make the diffusion process more effective. It also outlines the innovation adoption decision process. These aspects are discussed from an environmental communication perspective. Lastly, agent-based modelling (ABM) as a tool for analysis of complex diffusion processes is introduced and analysed with respect to its implications for environmental communication research.