The first half of the twentieth century was marked by a variety of parallel traditions in various disciplines ranging from anthropology (Wissler, 1914) and rural sociology (Ryan & Gross, 1943) to public health and medical sociology (Menzel & Katz, 1955; Rogers, 2003, pp. 44– 45), involving a wide spectrum of theoretical and methodological approaches. However, when Everett Rogers consolidated these approaches to what is considered today as “the traditional approach” (Dearing & Meyer 2006, p. 39), he opted for a rather tight framework, both theo- retically and methodologically.