ABSTRACT
This chapter discusses the diffusion of an innovation known as design anthropology and its prospects as an emerging transdisciplinary field. "Design anthropology" is sometimes described as a subset of "business anthropology". Through the mutual engagement among Contributors, collective negotiation, and the development of a growing repertoire of resources, design anthropology embodies the characteristics of an expanding Community of Practice (CoP). The concept of CoPs provides a useful framework for discussing the analysis of design anthropology social networks. Design anthropology emerged as a "new idea" sometime around 2000, the invention being "a hybrid approach that combines insights and practices from design and anthropology". Homophily and heterophily are relevant concepts in understanding the diffusion of new ideas, specifically, the dissemination of information about design anthropology. The decision to distinguish design anthropology as a distinct field of knowledge production signals a recognition of its unique value, and that efforts to keep up the momentum are worthwhile.
