Chapter 6 From elements in the environment to organizational practice
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This chapter argued that the diffusion of ideas is not a magical process. Ideas do not spread on their own like dandelion seeds in the wind just because they have been materialized into institutional products and packaged into formats made for diffusion (such as books, laws, standards, education programs, policy or services) but are transported through time and space by certain people lifting them out of certain contexts (decontextualizing), and making them visible to others by lifting them into new contexts (recontextualizing). It is thus a matter of actions performed by special individuals – that is, actions performed by institutional actors such as information and rule producers, information and rule packagers, and information and rule recipients.

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