Free Press, New York. Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. Diffusion is a special type of communication concerned with the spread of messages that are perceived as new ideas. Communication is a process in which participants create and share information with one another in order to reach a mutual understanding.
Diffusion has a special character because of the newness of the idea in the message content.
Thus some degree of uncertainty is involved in the diffusion process. An individual can reduce the degree of uncertainty by obtaining information. Information is a difference in matter-energy that affects uncertainty in a situation where a choice exists among a set of alternatives.