There are four main components in the process whereby ideas are diffused through a population.

The innovation

The first item is the actual idea itself. The thing to diffuse may be nothing but an idea but also may have some form, such as a new product. The important factor is that people think about it and choose either to adopt it or to reject it. There are known factors that lead to ideas that spread.

Communication channels

For ideas to spread, they must have some way of getting from one person to another.

The simplest channel is face-to-face word-of-mouth. It can also be a very effective method as the communication includes Body Language and vocal intonation as well as words.

The traditional media, including newspapers, radio and television are simple impersonal channels that are available to advertisers. What the journalists and broadcasters transmit is also very important and as we consume media we are consuming ideas. Advertisers also use any space where we may be looking, from the walls in public toilets onwards.

The internet has changed information diffusion hugely, making it a two-way channel where anyone can contribute ideas. This also brings its problems, in