Diffusion Theory and how it works in Information, Education and Communication(IECs)

Diffusion theory, which comes from the communications discipline is a theoretical approach concerned with how innovations, or ideas perceived as new, are communicated through channels over time among the members of a social system.

E.M. Rogers in 1962 developed the Diffusion of Innovation (DOI) Theory, which is one of the oldest social science theories. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system. The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product.

This theory has been used successfully in many fields including communication, agriculture, public health, criminal justice, social work, and marketing. For example, in public health, Diffusion of Innovation Theory is used to accelerate the adoption of important public health programs that typically aim to change the behavior of a social system. That is to say, an intervention to address a public health problem is developed, and the intervention is promoted to people in a social system with the goal of adoption.

Information, Education and Communication(IEC) can be defined as an approach which attempts to change or reinforce a set of behaviours in a “target audience” regarding a specific problem in a predefined period of time.

Diffusion theory works in IECs by using media or interpersonal contacts to provide information and influence opinion and judgment. For example, a new family planning method is diffused - or spread - to an audience using various communication channels. Studying how innovation occurs in IECs, E.M. Rogers (1995) argued that it consists of four stages: invention, diffusion (or communication) through the social system, time and consequences. The information flows through networks. The nature of networks and the roles opinion leaders play in them determine the likelihood that the innovation will be adopted.

London to host renowned West Africa trade and commodity finance conference

Following great success over the past two years, Exporta’s 3^rd Annual West Africa Trade & Commodity Finance Conference on 1^st & 2^nd November, 2011, brings together the leading figures operating in West Africa to discuss the vast array of opportunities and challenges that makes this region so unique. The event will take place in the grand surroundings of The Jumeirah Carlton Tower Hotel, London, in the heart of Knightsbridge.

The conference will welcome high-level speakers and delegates from local and international banks, commodity producers, SME and multinational corporates, export credit agencies, multilaterals, political risk analyst agencies, legal firms, commodity trading houses, collateral management companies as well as all those involved in trade and commodity finance.

During the course of the conference experts will examine specialist areas of interest, such as the importance of Côte d'Ivoire and Ghana to global cocoa production. Tackling the complexities and intricacies of this subject, the conference is delighted to welcome the Ghana Cocoa Board and the International Cocoa Organisation to give their highly-valued opinion.

Delegates will be able join the debate during interactive sessions and listen to individual presentations on other key industry topics, including analysing market appetite for trade and commodity finance in West Africa, considering corporate challenges in importing and exporting goods, the long-term strategy of the oil and gas sector, continued growing appeal of Africa’s natural resources to China, rising competition between international mining companies for minerals, indentifying political risk factors and developing risk mitigation strategies as well as further in-depth subjects that are essential to all operating in the region.

The conference has enjoyed great success in the past, while this year’s event welcomes support from a number of leading local and international financial institutions, including Standard Bank, Afreximbank, FBN Bank, Zenith Bank, The Access Bank as well as the International Islamic Trade Corporation (ITFC).

As if to amplify the value and volume of opportunities within West Africa, delegates will attend from across the world, including Nigeria, Ghana, Egypt, Kenya, Switzerland, the Netherlands, France, Belgium, South Africa, Cote d'Ivoire, the United States, Canada, Ireland, Germany and Australia to name but a selection of already confirmed internal attendees.

With a large number of delegates from across the spectrum of trade and commodity finance, networking is considered a key feature of the day. The numerous networking opportunities create a chance for delegates to discuss essential issues, expand industry awareness and develop new business contacts. A special evening drinks reception will follow the conference where all delegates can continue the day’s discussions in a more informal setting.