Types of Diffusion (College Board AP® Human Geography): Study Guide

Relocation & expansion

• Diffusion is the process by which cultural characteristics spread from their hearth to other locations over time 

  • Diffusion is a result of human contact through trade, communication, migration, and conflict

    • The more people interact, the more cultural practices spread

  • For example, religions spread through contact between people and subsequent conversion

  • Food items spread from one population to another through migration

  • American movies spread around the world through communication technology

• Different types of cultural practices and material items diffuse in different ways, which results in various cultural phenomena being clustered or dispersed in different regions

  • For example, material goods like clothing diffuse more easily than belief systems like religion

• The two main types of diffusion are relocation and expansion diffusion

  • Expansion diffusion is further divided into: 

    • contagious 

    • hierarchical 

    • reverse hierarchical 

    • and stimulus diffusion

Relocation diffusion

• Relocation diffusion refers to the form of diffusion where cultural traits are transmitted by people as they migrate from one location to another

  • Relocation diffusion relies on the physical movement of people

  • The spread of Christianity to South America through European colonization is an example of relocation diffusion

Expansion diffusion

• Expansion diffusion refers to the spread of cultural traits without migration

  • Expansion diffusion relies on new people adopting the trait 

• Expansion diffusion includes:

  • contagious

  • hierarchical

  • reverse hierarchical

  • stimulus diffusion

• Contagious diffusion occurs when a cultural trait spreads rapidly outward from its hearth through close contact with individuals

  • Internet memes are an example of contagious diffusion because they spread from person to person rapidly regardless of that person’s socioeconomic status

• Hierarchical diffusion occurs when a trait spreads first among powerful or wealthy individuals in big cities and then spreads to smaller locations and down the social hierarchy

  • Fashion trends and Starbucks are examples of hierarchical diffusion

  • Fashion trends tend to spread from famous people in large cities to people with less social status in more rural areas

  • Similarly, Starbucks started in a large city (Seattle) and then spread to smaller towns and rural areas.

• Reverse Hierarchical diffusion occurs when traits spread from a smaller location to a bigger one or from individuals of lower status to those of higher status

  • Walmart is an example of reverse hierarchical diffusion because it started in a small town in Arkansas and then spread to large cities  

• Stimulus diffusion occurs when the underlying principle of a trait is spread, but some characteristics change as they come into contact with new cultures

  • McDonald's is the most famous example of stimulus diffusion

  • Though McDonald's brand restaurants are spread all around the world, their menus are not the same in every country

  • The menus are adapted to local cultures and the menus change

  • McDonald's restaurants in the United States serve large quantities of beef. However, most Indians do not eat beef, therefore, the menu at McDonald's in India will feature more vegetarian options

  • In this way, the company of McDonald’s (the underlying principle) spread from the United States to other countries

  • However, McDonald’s adapts to the local environment in those countries, making it an example of stimulus diffusion