Dissemination
Encyclopedia
To disseminate in terms of the field of communication
, means to broadcast
a message to the public without direct feedback
from the audience. Dissemination takes on the theory of the traditional view of communication, which involves a sender and receiver. The traditional communication view point is broken down into a sender sending information, and receiver collecting the information processing it and sending information back, like a telephone line
.
With dissemination, only half of this communication model theory is applied. The information is sent out and received, but no reply is given. The message carrier sends out information, not to one individual, but many in a broadcasting system. An example of this transmission of information is in fields of advertising
, public announcements and speeches. Another way to look at dissemination is that of which it derives from the Latin
roots, the scattering of seeds. These seeds are metaphors for voice or words: to spread voice, words, and opinion to an audience. Dissemination can be powerful when adding rhetoric or other forms of persuasiveness to the speech. According to John Durham Peters
, who wrote Communication as Dissemination, "making a public offering is perhaps the most basic of all communicative acts, but once the seeds are cast, their harvest is never assured... The metaphor of dissemination points to the contingency of all words and deeds, their uncertain consequences, and their governance by probabilities rather than certainties." In other words, dissemination of words to multiple people can take on multiple meanings to each individual depending on the experience, the attitude, the knowledge, the race or even the gender
of the listener. All of these aspects can distort the message that the sender is disseminating towards the public. Depending on the circumstances, the surroundings and the environment the listener is receiving this message in can also have an effect on the outcome of the meaning of the message received. This interference is also known as "Noise
" in the traditional model of communication theory
. Noise can distort the original meaning of a message.
Furthermore, John Durham Peters explains that "broadcasting information to an open ended destination is a feature of all speech. The metaphor of dissemination directs our attention to those vast continents of signification that are not directly interactive." Dissemination basically sends information
to an audience, without direct contact to the receiver, and without a direct response or clarification
method that a conversation or dialogue would have.
Communication
Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast...
, means to broadcast
Broadcast
Broadcast or Broadcasting may refer to:* Broadcasting, the transmission of audio and video signals* Broadcast, an individual television program or radio program* Broadcast , an English electronic music band...
a message to the public without direct feedback
Feedback
Feedback describes the situation when output from an event or phenomenon in the past will influence an occurrence or occurrences of the same Feedback describes the situation when output from (or information about the result of) an event or phenomenon in the past will influence an occurrence or...
from the audience. Dissemination takes on the theory of the traditional view of communication, which involves a sender and receiver. The traditional communication view point is broken down into a sender sending information, and receiver collecting the information processing it and sending information back, like a telephone line
Telephone line
A telephone line or telephone circuit is a single-user circuit on a telephone communication system...
.
With dissemination, only half of this communication model theory is applied. The information is sent out and received, but no reply is given. The message carrier sends out information, not to one individual, but many in a broadcasting system. An example of this transmission of information is in fields of advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
, public announcements and speeches. Another way to look at dissemination is that of which it derives from the Latin
Latin
Latin is an Italic language originally spoken in Latium and Ancient Rome. It, along with most European languages, is a descendant of the ancient Proto-Indo-European language. Although it is considered a dead language, a number of scholars and members of the Christian clergy speak it fluently, and...
roots, the scattering of seeds. These seeds are metaphors for voice or words: to spread voice, words, and opinion to an audience. Dissemination can be powerful when adding rhetoric or other forms of persuasiveness to the speech. According to John Durham Peters
John Durham Peters
John Durham Peters is an American academic and the A. Craig Baird professor of Communication Studies at the University of Iowa. A media historian and social theorist, he is probably best known for his first book Speaking into the Air: A History of the Idea of Communication which traces out broad...
, who wrote Communication as Dissemination, "making a public offering is perhaps the most basic of all communicative acts, but once the seeds are cast, their harvest is never assured... The metaphor of dissemination points to the contingency of all words and deeds, their uncertain consequences, and their governance by probabilities rather than certainties." In other words, dissemination of words to multiple people can take on multiple meanings to each individual depending on the experience, the attitude, the knowledge, the race or even the gender
Gender
Gender is a range of characteristics used to distinguish between males and females, particularly in the cases of men and women and the masculine and feminine attributes assigned to them. Depending on the context, the discriminating characteristics vary from sex to social role to gender identity...
of the listener. All of these aspects can distort the message that the sender is disseminating towards the public. Depending on the circumstances, the surroundings and the environment the listener is receiving this message in can also have an effect on the outcome of the meaning of the message received. This interference is also known as "Noise
Signal to Noise
Signal to Noise is a graphic novel written by Neil Gaiman and illustrated by Dave McKean. It was originally serialised in the UK style magazine The Face, beginning in 1989, and collected as a graphic novel in 1992, published by Victor Gollancz Ltd in the UK and by Dark Horse Comics in the US.The...
" in the traditional model of communication theory
Communication theory
Communication theory is a field of information and mathematics that studies the technical process of information and the human process of human communication.- History :- Origins :...
. Noise can distort the original meaning of a message.
Furthermore, John Durham Peters explains that "broadcasting information to an open ended destination is a feature of all speech. The metaphor of dissemination directs our attention to those vast continents of signification that are not directly interactive." Dissemination basically sends information
Information
Information in its most restricted technical sense is a message or collection of messages that consists of an ordered sequence of symbols, or it is the meaning that can be interpreted from such a message or collection of messages. Information can be recorded or transmitted. It can be recorded as...
to an audience, without direct contact to the receiver, and without a direct response or clarification
Clarification
In journalism, a clarification is used to make a statement in a published story more clear. It refers to a statement in a story that, while factually correct, may be subject to a misunderstanding or unfair assumption....
method that a conversation or dialogue would have.