The first stage of the change process is to create awareness through dissemination of information. From this awareness comes interest, trial and adoption. The goal in this area of utilization is to continue the change process. They also institutionalize , that is establish continuing, routine use of the instructional innovation in the structure and culture of the organization. Both processes depend on changes in individuals and changes in the organization.
Implementation does, however, concentrate on the proper use of the innovation by individuals.
Institutionalization serves to integrate the innovation in the structure and life of the organization. Policies and Regulations Generating, refining, interpreting and disseminating rules which affect the use and diffusion of instructional technology is also a part of the utilization domain. Some rules, like laws, come from outside the field and must be applied within the field. Some rules, like ethical standards, are formulated within the field and communicated to those within the field. Instructional technology has been involved in policy generation related to instructional television, copyright law, and standards for equipment and programs.