In the first pail of the paper the author has presented the theory of diffusion of innovations from the American rural sociologist Everett Rogers. This theory represents the synonym for the research of this area. The author considers that theory as useful in theoretical and methodological sense for the explanation and research of the process of diffusion of innovations in rural areas and agriculture. In the second part of the paper, the author reviews the mentioned approach and from the broader sociological aspect tries to expand the understanding of the process of diffusion of innovations.