Introduction
The diffusion of innovation is the process through which an innovation or a new idea is communicated by the use of specific channels over time among the members of the social system. The diffusion innovation model has been widely applied by health organizations to spread information concerning new programs, policies and practices to the target social systems. The paper examines the manner in which the principles of the diffusion innovation model can be involved in the campaign on STDs among the youth.
The Summary and Analysis of the Article’s Results
Rogers and Scott (1997) used the diffusion innovation framework to evaluate the effects of medical library outreach programs on the target audience consisting of the medical professional. Rogers and Scott (1997) found that diffusion of innovations is an efficient means by which new information spread among the target audience through the communication medium over time. Rogers and Scott (1997) put emphasis on the application of the internet as well as the new forms of communication technologies in the delivery of the library information resources. In their evaluation, Rogers and Scott (1997) found that targeting opinion leaders or early adopters within the social system remains significant for the later sustainability in reaching out for the critical mass. Essentially, from Rogers and Scott (1997) findings, it can be deduced that the application of the diffusion of innovation model requires extensive programs and effective strategies in order to reach a large number of people within the targeted social system.
How the Researchers Applied the Diffusion of Innovation Model
Even though the researchers emphasized on the applications of all the elements in the model, the focus was on the communication channels. The researchers applied the formative and summative evaluation methodologies to examine the information transmission based on the diffusion of innovation model.
The Principle of Innovation Model that is Critical in the Development of Public Health Campaign
One of the principles of diffusion of innovation model that is significant in the development of public health campaigns on STDs among the youth is the communication channel (Dearing, 2009). The communication channel provides the means through which the information is spread and shared among the youth. The reason why communication remains significant in this campaign is that it provides a process through which the targeted youths share the intended information concerning the STDs and reach a mutual understanding (Barker, 2004). Communication is also a critical tool that can be used to overcome the cultural and stigmatization barriers associated with STDs. For instance, through communicating innovative and captivating information, increased awareness of these barriers can be raised, while the youths can come to a common understanding of how to handle themselves despite the challenges.
In this campaign, both interpersonal and mass media communication will be utilized to create awareness of STDs among the youth. In particular, the mass media will be used to create awareness. For instance, the mass media, including the social media, can be applied to publicize the new trends and other factors related to STDs among the youth. In fact, O’Leary (2011) argued that the mass communication channels are effective in creating the knowledge of innovations. On the other hand, interpersonal channels will be utilized to change attitudes and influence the decisions to adopt new STDs prevention ideas. Particularly, the interpersonal communication will involve two-step model where the new ideas are communicated to the youths who are enlightened on all the issues of STDs. Such youths will form the opinion leaders from which the information is diffused to the rest of the targeted audience and have the capability of informally influencing the attitudes and behaviors of the individual youths.
Conclusion
The diffusion of innovation model provides the framework from which the public health campaign on STDs among the youth can be developed. Even though the other elements of the diffusion of innovation model will be incorporated in the development of the campaign strategies, communication channels remain to be a critical element.
References
Barker, K. (2004). Diffusion of innovations: A world tour. Journal of Communication, 9, 131-137.
Dearing, J. W. (2009). Applying diffusion of innovation theory to intervention development. Research on Social Work Practice, 19(5), 503-518.
O’Leary, K. (2011). Innovation by example. Nursing Standard, 25(37), 22-23.
Rogers, E. M., & Scott, K. L. (1997). The diffusion of innovations model and outreach from the National Network of Libraries of Medicine to Native American communities. Web.