The Spatial Diffusion of an Airborne Leaflet Message

Abstract

The spatial diffusion pattern of a leaflet-started message has been explored in four small comparable communities. Two hypotheses have been tested which led to the tentative conclusion that the pattern of diffusion is a simple waning curve, possibly of the harmonic type. Two subtypes were analyzed in two of the four communities: (1) physical, the learning of the message by picking up a leaflet; and (2) social, the learning og the message from a passed-on leaflet or orally from another person. The patterns of diffusion have been studied and hypotheses formulated for their future study.