Diffusion is the process by which a cultural item, such as an idea, innovation, practice, or material object, is spread from one group to another or from one society to another. This can occur through various forms of contact, including trade, migration, communication, and conquest. Cultural diffusion plays a significant role in cultural change, as societies are constantly borrowing and adapting elements from other cultures. The rate and extent of diffusion can be influenced by factors such as the compatibility of the new cultural item with existing cultural elements, the social status of the adopters, and the intensity of contact between the groups. Diffusion can lead to both cultural enrichment and cultural homogenisation, depending on the specific context and the nature of the cultural exchange.