How do land managers adopt scientific knowledge and technology? Contributions of the Diffusion of Innovations theory

Abstract

Both researchers and managers cite barriers to incorporating the best available science into land management. This paper outlines a tool that can be used strategically to obtain broad application of new scientific knowledge and technology. The overarching premise of the Diffusion of Innovations theory is that it takes time for individuals, and society as a whole, to incorporate innovative concepts and techniques into established approaches and practices. The amount of time depends on characteristics of the innovation and individuals who might adopt the innovation, as well as established social norms and communication networks. Management communities in different organizations function as social systems with interrelated units, communication networks and established social norms. Individuals in these communities have different levels of comfort with uncertainty that affect how they obtain their information and how quickly they adopt new approaches. Once they are introduced to a new idea, individuals go through the “innovation-decision” process, which includes awareness and understanding, evaluation of advantages and disadvantages, decision, implementation and decision confirmation. Understanding the various components of this theory will help reduce the amount of time it takes to get diffusion through management community. Specifically, researchers can reduce barriers to the use of scientific innovations by targeting each stage in the adoption process and working to understand management audiences. This paper provides an introduction to the Diffusion of Innovations theory for researchers and upper-level managers who are working to improve research application, but who are not yet familiar with this theory.

Citation

Wright, Vita. 2004. How do land managers adopt scientific knowledge and technology? Contributions of the Diffusion of Innovations theory. In: Munro, Neil; Dearden, Phil; Herman,T. B.; Beazley, K.; Bondrup-Nielson, S., eds. Making ecosystem-based management work: Proceedings of the Fifth international conference on science and management of protected areas. Wolfville, Nova Scotia, Canada: SAMPAA. Online: https://winapps.umt.edu/winapps/media2/leopold/pubs/527.pdf.