In the Diffusion Innovation theory, communicators in society with a message influence/encourage people that have strong opinions through the media to influence the masses. The theory was presented by P. Lazarsfeld, B. Berelson, and H. Gaudet in 1944.
Primarily the theory started from an article ‘The People's Choice.’ Published in ‘New York: Duell, Sloan and Pearce.’
The Meta-theoretical Assumptions of the theory are further classified as follows:
Ontological Assumption:
There does not seem to be free will in this case, it is fated as to what information is received to the masses, they have no choice to what they are exposed to.
Epistemological Assumption:
In this sense, the theory is scientific. There is one truth, dependent on the messages sent and received by the media and the opinion leaders.
Axiological Assumption:
Diffusion of Innovations is scientific in the values sense as well. Research being done is value neutral and not biased because what is stated is pretty much how the news is run. The masses are fed what information is important.
The Diffusion of Innovations does a good job of explaining how ideas are spread and is accurate in its conclusions. Diffusion of Innovations is useful to apply in situations when trying to explain how ideas are spread through our society from the media. For instance:
An applicable example to help illustrate Diffusion of Innovations involves Christmas time specials on TV programming. These programs on harmful/popular toys influence either the opinion of and/or the decision of whether to purchase a specific toy to many shoppers.

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