To disseminate (from lat. ''disseminare'' "scattering seeds"), in the field of

communication Communication (from la, communicare, meaning "to share" or "to be in relation with") is usually defined as the transmission of information. The term may also refer to the message communicated through such transmissions or the field of inqui ...

, is to

broadcast Broadcasting is the distribution of audio or video content to a dispersed audience via any electronic mass communications medium, but typically one using the electromagnetic spectrum (radio waves), in a one-to-many model. Broadcasting began wi ...

a message to the public without direct

feedback Feedback occurs when outputs of a system are routed back as inputs as part of a chain of cause-and-effect that forms a circuit or loop. The system can then be said to ''feed back'' into itself. The notion of cause-and-effect has to be handled ...

from the audience.

Meaning

Dissemination takes on the theory of the traditional view of

, 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 A telephone line or telephone circuit (or just line or circuit industrywide) is a single-user circuit on a telephone communication system. It is designed to reproduce speech of a quality that is understandable. It is the physical wire or ot ...

. 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 is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

, public announcements and speeches. Another way to look at dissemination is that of which it derives from the

Latin Latin (, or , ) is a classical language belonging to the Italic languages, Italic branch of the Indo-European languages. Latin was originally a dialect spoken in the lower Tiber area (then known as Latium) around present-day Rome, but through ...

roots, the scattering of seeds. These seeds are metaphors for voice or words: to spread voice, words, and opinion to an audience. In a scientific context, dissemination is defined as making projects results available to the scientific community, policy makers and industry – using scientific language prioritizing accuracy. In terms of content, it covers the results of the research project, happens only when results are available and targets a specialist audience in order to enable take-up and use of results. Dissemination of research findings is becoming more important for scientists, since journals start to encourage them to invest extra effort in reaching wider audiences.

Usage

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."''"Communication as... Perspectives Theory."'' Shepherd, Gregory J., John, Jefferey St., Striphas, Ted (eds.) (Thousand Oaks, CA: Sage, 2006), 211-22. Peters, John Durham. ''"Communication as Dissemination"''. 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 is the range of characteristics pertaining to femininity and masculinity and differentiating between them. Depending on the context, this may include sex-based social structures (i.e. gender roles) and gender identity. Most culture ...

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 Noise is unwanted sound considered unpleasant, loud or disruptive to hearing. From a physics standpoint, there is no distinction between noise and desired sound, as both are vibrations through a medium, such as air or water. The difference aris ...

" in the traditional model of

communication theory Communication theory is a proposed description of communication phenomena, the relationships among them, a storyline describing these relationships, and an argument for these three elements. Communication theory provides a way of talking about a ...

. 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 is an abstract concept that refers to that which has the power to inform. At the most fundamental level information pertains to the interpretation of that which may be sensed. Any natural process that is not completely random, ...

to an audience, without direct contact to the receiver, and without a direct response or clarification method that a conversation or dialogue would have. Dissemination plays a crucial role especially in public-funded research, where society, also representing tax payers funding the research, is asking to see the results of the projects being published and shared with the scientific community. Therefore, public authorities ask organizations executing the research projects to develop and implement a dissemination plan that contributes to the publication of research activities and results. Thus, the funds invested in research flows back to society in terms of knowledge as the publications have to be openly accessible according to the grant agreement.{{cite web , title=Open access & Data management , url=http://ec.europa.eu/research/participants/docs/h2020-funding-guide/cross-cutting-issues/open-access-dissemination_en.htm , website=FUNDING & TENDERS PORTAL , publisher=European Commission , access-date=11 July 2019 In policy development, mainstreaming is seen as going a step further than dissemination, in that it tries to embed change in policy and practice, rather than just publishing information.

References

Communication ar:نشر

Meaning

Usage

See also

References