Part of the problem in formalizing diffusion theories is that the concept does not inherently specify content (rather a framework or process to structure thinking). However, it cannot be examined empirically without tying it to some substance. That is, studies of diffusion focus on
something (a technology, idea, practice, attitude, etc.) that is being diffused. Consequently, the research on diffusion that would drive theory building has remained scattered in the literatures of different sciences, and as such it is not readily pulled together. These conditions do not facilitate ready assembly of information that would encourage creation of a general theory of diffusion. Thus, one must look to the growth of formal theory in sub-areas, although Rogers (in press) has begun to cross content spheres.
There are at least three traditions or theory families that can be historically discerned in the study of diffusion. Rogers (1983, p. 39) has pointed out that for many years these traditions remained largely distinct, with little overlap and cross-fertilization. Since the late l970s the level of research and theoretical isolation has decreased, leading to an enhanced awareness among the perspectives and some integration of empirical findings into more general theoretical statements. The three theory families are: (1) cultural diffusion; (2) diffusion of innovations; and (3) collective behavior.
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