 Collectively he treats "diffusion of innovations" as a communications process as no diffusion is possible without dissemination of information amongst the individuals.He argued that while the theory was not an ideology, it was construed ideologically analogous to the "trickle-down" approach in economics.The theory in Singhal's opinion does not want one "to wait" for diffusion of a new innovation to reach the poorest of the poor (often regarded as late adopters), and believes that the rate of adoption by any segment can be accelerated using communication and outreach strategies.