Diffusion is the process in which an innovation is communicated through certain channels over time among the members of a social system. -Everett Rogers, 2003
[Rogers EM. Diffusion of innovations (5th ed). New York: Free Press; 2003]
Control over change would seem to consist in moving not with it but ahead of it. Anticipation gives the power to deflect and control force.” -Marshall McLuhan, 1964
McLuhan. Understanding Media: The Extensions of Man. NY: McGraw Hill, 1964.