Two Types of Diffusion• Expansion

– Stays strong in the core

• Relocation –Gets weaker in the core

Expansion Diffusion

• EXPANSION DIFFUSION– Spread of an innovation/idea … in such a way

that the # of those influenced grows continuously larger, resulting in an expanding area of adoption. (de Blij/Murphy – 7th ed., page R-20)

Expansion Diffusion

• This occurs when an idea or trait spreads from one place to another.

Kinds of Expansion Diffusion

1. Hierarchal Diffusion – spread of an idea through an established structure usually from people or areas of power down to other people or areas

– Urban areas to other urban areas and then spread to surrounding areas • Rap music• High-end fashion trends

– Wealthy people to middle class to lower class• Any technological invention

Expansion Diffusion

2. Contagious Diffusion – spread of an idea/trait/concept through a group of people or an area equally without regard to social class, economic position or position of power.

• Flu epidemic• Gossip in school??• Your book says information on the web is

Contagious… do you agree???

Diagram of Contagious Diffusion

• ‘A’ is a diagram of contagious diffusion. Notice virtually all ‘adopt.’

• ‘B’ is a diagram of hierarchical diffusion. Notice the leapfrogging over some areas.

Expansion Diffusion

• Stimulus Diffusion – the spread of an underlying principle even though the new groups “remix” your idea

OR• Stimulus Diffusion - involves the transfer of an

underlying concept or idea, without the specific accompanying traits due to some cultural or other barrier to the movement of the idea

Stimulus Diffusion ex. (Michael Ayres)

• McDonald’s in India “Maharaja Mac”• Sesame Street OVER 30 Countries have adopted

principles of this show

                              

Coca Cola and its different tastes around the world

http://www.youtube.com/watch?v=1VM2eLhvsSM

RELOCATION DIFFUSION

Sequential diffusion process in which the items being diffused are transmitted by their carrier agents as they evacuate the old areas and relocate to new ones. The most common form of relocation diffusion involves the spreading of innovations by a migrating population.

Relocation Diffusion

• This occurs when the people migrate and take their cultural attributes with them.

• De Blij pg. 28 vs. Rubenstein pg. 38

Migrant Diffusion (a form of Relocation Diffusion?)

1. Idea enjoys strong, (perhaps brief,) adoption in hearth

2. Idea travels elsewhere (& thrives)3. Idea fades out back in the hearth

• Ex. Disco in Egypt• Ex. “Baywatch” in Europe• Ex. Communism• Ex. Old cars

One more look…Wal-Mart as both ___________ and __________diffusion – WHY?

BARRIERS TO DIFFUSION• CULTURAL BARRIERS

• Some practices, ideas, innovations are not acceptable/adoptable in a particular culture

• Cultural taboos e.g. pork, alcohol, contraceptives• PHYSICAL BARRIERS

• Physical barriers on the surface may prohibit/inhibit adoption

• Not as relevant today b/c of technology • TIME-DISTANCE DECAY

• Farther from the source & the more time it takes, the less likely innovation adopted (more likely the same trait will develop differently)

• Technology makes this less important

Distance Decay Graph

• Learn to think about distance decay in a “spatial” context

• Think of distance decay in terms of an ‘x’ and ‘y’ axis

Random Thoughts on Diffusion• Expansion Diffusion • Contagious • does not necessarily have a not a specific pre-existing structure for transmission • disease contagion is a prime example • the spread of products from a forest fire(particles/gases/heat) dissipate from the source(the

fire) throughout the adjacent atmosphere. • Measurement system - System International (Metric)(meters/grams) has spread from Europe

throughout the world except for the US(and a couple small countries) US retains its modification of the British Imperial system of measurement (miles/pounds)

• Hierarchical • requires a pre-established structure to channel the flow ie 'chain of command' • International Business hierarchy, National, Regional, Local • Relocation Diffusion • Movement of people and things • Europeans moved to the Americas and brought their culture with them