Diffusion Theory

For many years now a number of mass communication theories have been introduced explaining or trying to make sense of the communication process. We all know communication happens. But how does it work? What is its purpose? What is it about communication that motivates people to take certain actions or think particular thoughts? What factors contribute to making some communication efforts more effective than others? These are among the fundamental questions that the various theories have tried to address. Looking back over ones that have been set forth - from the magic bullet theory of the 1930s to the current perspective of communication as a two-way process - it is fascinating to see how scholarly perspectives have evolved.

One particular line of reasoning I find of note is the diffusion theory. This theory was based on the notion the primary purpose of mass media is to inform the public. People, this theory suggests, motivate people. The media does not. I find this theory to be intriguing because it raises a very basic question about communication: it is designed to motivate or inform? This parallels a similar type question regarding public relations and its purpose. Is it to persuade or to develop partnerships? Regarding both the mass media and public relations, scholars have lined up on both sides of these questions.

To both questions, I answer "yes." Without question, the mass media - newspapers, Internet, radio, magazines, television - are geared to provide all of us with mountains of information. It is also their nature, rightly or not, to attempt to motivate and instigate some type of action on the part of its audiences. We see and experience examples of this every day. The same holds true for public relations. While PR campaigns are often geared to illicit action, many times they are designed to inform and generate greater awareness of a particular issue. It is the diffusion theory that sheds light on the shared purposes of the media and public relations.