Diffusion Communications in Animal Advocacy
In this paper, scholar Alexandria Graff makes a case for applying Everett Rogers' theory of the "diffusion of innovations" to animal advocacy. Taking veganism / animal rights as an "innovation," Graff maps Rogers' theory in relation to animal advocacy and offers a multitude of new ways for advocates to see their work. Though diffusion theory has often been a way of thinking about technological innovations - for example, we use diffusion theory when we are thinking of "early adopters" of new technologies or apps - it is very much applicable to the diffusion of social movements and their related ideas. READ MORE








