Аннотация
The paper deals with the problems of innovations dissemination in the social system, the dynamics of the spread of innovations in social communities under the influence of the media and the formation of public opinion. The model of innovation dissemination is analyzed, the results of which show that the processes of dissemination of various information messages in social systems can determine mass consciousness and, consequently, mass behavior of people in these social systems. The speed of the spread of innovation depends not only on the geometric distance, but also on the ability and willingness to accept this innovation. If an innovation constantly encounters obstacles in its path, then over time it may lose its power and eventually disappear or transform into a normal state. The results of the research can be useful to support decision-making and in the pronlems of modeling social processes. It also allows to calculate the optimal starting point of an innovation, depending on its basic characteristics. Other advantages include its ability to work at various levels of generalization and the ability to identify socio-cultural barriers to the spread of innovation.