Blog #8: Diffusion

The theory of diffusion of innovations was developed by Everett Rogers in his book Diffusion of Innovations written in 1962. This theory explores how, why, and at what rate new ideas and technologies spread through societies. Rogers breaks it down into five main elements: the innovation itself, the adopters, communication channels, time, and the social system. He emphasizes that for an innovation to be sustainable, it must reach a level of widespread adoption that ensures ongoing growth and presence in society.

One of the most impactful innovations in recent years has been the app TikTok. Originally Tiktok was launched as Musical.ly but the app rebranded in 2018 after it was bought by the Chinese company ByteDance for $1 billion. It kept some of its original features but was transformed into a more impactful and content driven platform.

TikTok’s rapid spread, especially during the COVID-19 pandemic is a perfect example of how Rogers' theory works in spreading technological innovations. With quarantine and people being forced to stay in their homes, digital connection became even more essential in our world than it previously was. Over 100 million users were using TikTok during the lockdown, making it one of the fastest growing platforms globally. The “For You Page” feature, which uses an algorithm to predict and show individuals content based on user interaction, became a part of the apps success.

According to the BBC, "This is where the algorithm puts content in front of users, anticipating what they will enjoy based on content they have already engaged with. It is also where it shows content it thinks could go viral."

Nothing like this had really been done and this innovation has reshaped entertainment and communication so much that other apps have even tried to copy it. Many users now enjoy 15 second videos ranging from dances and “day-in-my-life” vlogs to sports clips and trick shots. The creative freedom is what keeps people coming back and you can really do anything you want with this app and your content.

As a TikTok user myself, I enjoy the content that is tailored specifically to me but it is also a little creepy. Sometimes I will talk about something or look up something on safari and next thing you know a video on that topic is on my FYP. The app collects an extreme amount of data on its users and especially recently has been raising serious concerns about privacy and even national security, especially given its ties to a foreign government.

Technology can seem exciting, innovative, and harmless. However, we must ask ourselves if the convenience and enjoyment of certain apps is really worth the cost of our personal privacy and security.