Recent research indicates that 48 of the 50 states have school curricula frameworks that contain one or more elements that call for some form of media literacy education. Such findings indicate that media literacy is slowly becoming an integral part of school curricula. However, full adoption of media literacy programs has yet to occur. Instructional technologists are effectively using Everett Rogers' theory of innovation diffusion in hopes of increasing the implementation and utilization of innovative instructional products and practices. The application of diffusion theory to instructional technology is useful for examining how media literacy proponents can apply the diffusion of innovations theory to increase the adoption of media literacy programs in schools. An overview of diffusion theory and its application to instructional technology provides a framework from which to examine how diffusion theory can be applied to media literacy programs. (Contains 29 references.) (Author/RS)