Toward an Heuristic Theory of Diffusion

Abstract

Diffusion is re-examined within an open systems model which takes into account the causal texture of the extended social field as well as the more traditional theoretical concerns. It focuses on methods developed to help people learn to participate in, and exercise more control over, their workplaces and communities. Diffusion is increased as the design and management of these learning events become congruent with their purposes and environmental trends. Structures and processes which encourage learning through working participatively are a precondition for the appearance of the motivation to diffuse. Behind these factors lies the affect system, and it is argued that the key to effective diffusion is the generation of the positive affects of excitement and joy. "The joy of learning" which produces diffusion contrasts with group assumptions and a "hatred of learning" which is often the result of traditional teaching.