Running Head: SOCIOLOGY AND THE INFORMATION TRANSFER PROCESS

Sociology and the Information Transfer Process

Emme Lopez
Emporia State University

SOCIOLOGY AND THE INFORMATION TRANSFER PROCESS

Abstract
This paper examines the theory of the Information Transfer Process (ITP) by applying it
to the academic discipline of Sociology. The author explores whether the model holds up
in a field dependent upon the flow of information. The ITP is comprised of the following
sequence of events: creation, dissemination, organization, diffusion, utilization, and
preservation. It is concluded that the theoretical model is confirmed by an examination of
the process by which information is transferred in the academic pursuit of the study of
Sociology.

SOCIOLOGY AND THE INFORMATION TRANSFER PROCESS

Sociology and the Information Transfer Process

Sociology represents a relatively new discipline in terms of the Social Sciences.
However, despite its recent naissance, the discipline has grown in size and acceptance.
This makes it an excellent lens through which to examine the information transfer
process. This paper focuses on each step of the Information Transfer Process (ITP):
Creation, Dissemination, Organization, Diffusion, Utilization, and Preservation. By
looking at each part of the process, we will gain a greater understanding of the process in
general and, specifically, as applied to the discipline of Sociology.
Reasonably, one might argue the differences between information and knowledge
ad nauseum; however, for the purposes of this paper, we will use them interchangeably.
Generally speaking, in Library Sciences, when we discuss information, we mean data that
has been processed to have some kind of meaning. Knowledge, in contrast, implies an
understanding of what the information offers, or applied information.
Creation
While references to the term sociology can be traced to the late 1700s, the
discipline truly came into its own in the 19th century with the rise of Modernity (S.
Albrecht, class notes, Fall Semester, 1999). The earliest theorists include such thinkers as
Max Weber and Emile Durkheim. Weber founded a sociology department in Germany at
the Ludwig Maximilians University of Munich in 1919 and Durkheim established the
first in Europe at the University of Bordeaux in 1895. An interesting side note, the
University of Kansas boasts one of the oldest Sociology courses, having offered the class
Elements of Sociology continuously since 1890 (Sica, 2002, Introductory section, para.
1).

SOCIOLOGY AND THE INFORMATION TRANSFER PROCESS

Sociology is intrinsically inter-disciplinary. It came about as a way to make sense

of the social sciences like Psychology and Economics. Once the sociologist understands
the sociological models, which place everything in a social context, he necessarily studies
other disciplines, such as Religion, Civics, and History, through the sociological scope.
Sociologists study social phenomena from the macrocosm of the globe to the
microcosm of the individual. Gathering either or both qualitative and quantitative data,
they observe social institutions, social interactions, social processes, et cetera and
extrapolate how social structure affects the individual or group and how the individual or
group affects the larger society. Sociologists also make use of existing information from
the disciplines canon to inform their work. Many of the major contributors to Sociology
did not call themselves Sociologists: Karl Marx, Auguste Comte, and Herbert Spencer to
name a few. Instead, those who teach the discipline draw on their works to inform and
structure the discussion.
Dissemination
Do not confuse Dissemination with Diffusion. Dissemination launches
information into the public or broader realm. Dissemination is general; whereas,
Diffusion is specific. Dissemination has no particular use intended; it simply conveys the
idea, while Diffusion implies a one-to-one relationship (H. Achleitner, phone
conversation, July 1, 2008). We perceive Dissemination as a passive process of
distributing information, but in order for it to be effective, it must lead to the steps of
Diffusion and Utilization (Scullion, 2002, pp. 68-69).
This being said, Sociologists disseminate information in ways typical of academic
disciplines. They rely heavily on scholarly journals and, more recently, websites. These

SOCIOLOGY AND THE INFORMATION TRANSFER PROCESS

journals include: the American Journal of Sociology; the Annual Review of Sociology; the
European Sociological Review; the American Sociological Review; the American Journal
of Economics and Sociology; and others. Respected websites include: the electronic
journal www.sociology.org; the American Sociological Associations site,
www.asanet.org; and www.sociologyguide.com, which hosts online tutorials and
definitions.
Organization
The abundance of disseminated information leads to a need for organization. With
all of the information out there, someone will want to find and refer to it. In order to do
this, the information must be categorized in some way to make sense to a user (the target
of Dissemination). There are many ways to organize information. As an academic
discipline, Sociology generates multiple publications. It follows that libraries, catalogs,
indexes, and databases house its disseminated information.
The letter H represents the The Library of Congress (LC) subject heading for
Social Sciences with the subclass HM standing for Sociology (General). However,
given its interdisciplinary nature, Sociology-related items may be found under a
multitude of other subject headings. Sociology web indexes include the following:
www.dmoz.org, an open directory not solely dedicated to Sociology, dmoz nonetheless
does a good job in directing research; the Sociology Ring at http://a.webring.com/hub?
ring=sociology; and the Social Sciences Virtual Library at
www.dialogical.net/socialsciences/index.htm are a sample of available sites. Dedicated
web indexes exist as well, such as the Karl Mannheim site at www.runet.edu.
Diffusion

SOCIOLOGY AND THE INFORMATION TRANSFER PROCESS

Organization leads to Diffusion, the next phase in the successful ITP. Diffusion
is the process by which an innovation is communicated through certain channels over
time among the members of a social system (Rogers, 2003, p. 5). This definition
highlights the difference between Diffusion and Dissemination even more clearly.
Dissemination encompasses passive transfer from the creator to the general user.
Diffusion implies an active transfer, requiring time and the specificity of user-to-user
communication.
Mainly academic, Sociological innovations are not what we typically think of
when we think of something new. Its innovations do not include physical objects like the
steam engine or grand laws like gravity. Instead, Sociologys innovations are ways of
looking at what exists in a new way. Using Sociology, we can review history, scientific
discovery, psychological theory, et cetera in a social context. This new way of
interpreting the world we live in and the way we function signifies Sociologys
innovations.
Diffusion of these innovations happens in the classroom and at conferences.
However, instead of the passive lecture/listener scenario typified in Dissemination,
Diffusion demonstrates more of a point-source model. Students working on group
projects, handouts, study groups, specialized classes such as Modernity or Political
Sociology exhibit Diffusion the classroom. At conferences, we see Diffusion when those
in the field converse about a lecture with each other.
The website www.conferencealerts.com/socio.htm disseminates information for
conference goers letting them know about specific events geared toward their interests;
wherein they may receive diffused information. Diffusion acts as a sort of take and tell

SOCIOLOGY AND THE INFORMATION TRANSFER PROCESS

wherein the person to whom information was disseminated, takes that information and
actively spreads it around to others for a specific purpose. Referring to our initial
definitions of information and knowledge, one could argue that this is the point at which
information becomes knowledge.
Utilization
Definitions about utilization in the ITP vary. For this paper, we will examine
Machlups two-fold assertion that using information differs from using knowledge. The
first part of the definition explains that the process of using information, is to listen, to
look at, to read; in short, it is reception andunderstanding by the recipient (Machlup,
1993, p. 449). In contrast, when it comes to knowledge, the act of delivering is one
thing, the object delivered is another (Machlup, 1993, p. 449).
Having previously interchanged knowledge and information, we will examine
them separately in this subsection. The above definition contrasts passive Information
utilization with active Knowledge utilization, similar to the previous discussion of the
differences between Dissemination and Diffusion. Perhaps Dissemination constitutes
Information dispersal while Diffusion comprises Knowledge sharing.
Generally speaking, professors use Sociological information in the classroom
setting. The professor teaching about Sociology delivers information to the class. The
class listens, looks at, and reads the information and, hopefully, understands. The student
displays his comprehension by writing papers and conducting experiments and surveys.
Sociological knowledge, however, is easier to exemplify in more professional
settings. Anyone wishing to examine and resolve social issues may make use of
Sociological knowledge. Professional team sports serves as a great illustration of

SOCIOLOGY AND THE INFORMATION TRANSFER PROCESS

Sociological knowledge utilization. Some teams employ Clinical Sociologists to

interview draftees and determine whether the player would be a good fit for the team
(Hanavan, 2008). In addition, many sports writers use an understanding of Sociology to
inform their work even if those writers do not necessarily call it Sociology. Take, for
example, Friday Night Lights, by H.G Bissinger, which examines the effects of fanatical
devotion to football on a small Texas town. The microcosm of team social dynamics
represents the perfect Petri dish for Clinical Sociology.
Preservation
Preservation means retaining a thing so that it may inform and be of use to future
generations. We could debate the extent to which an item must be maintained given its
original format (digital, white paper, book, et cetera), but that is outside the scope of this
paper and assignment. Instead, let us acknowledge the debate and move on to the types of
preservation available for the discipline.
Given its overwhelmingly academic bent, it seems natural to have Sociological
information stored in academic libraries. Most academic libraries host a variety of
archival solutions from digital archives to physically housing books and journals. In
addition, the great thinkers works in the canon of Sociology circulate widely and through
many disciplines. We study Aldous Huxley in English classes, Durkheim in
Anthropology, and Marx in Economics and Politics. This circulation is a source of
preservation of concepts important in the study of Sociology; although, it is not a direct
and intended preservation technique.
More and more, the Internet acts as a digital archive for publications on the web.
To this end, we see sites such as the Kiev International Institute of Sociology at

SOCIOLOGY AND THE INFORMATION TRANSFER PROCESS

www.kiis.com.ua. In addition, some journals, while defunct, maintain an online archive

of existing publications for public use. One of these is the Journal of Mundane Behavior,
a Sociological journal that focuses on lifes minutia, at www.mundanebehavior.org.
While the author is not aware of any museum dedicated specifically to the field of
Sociology, many exhibits celebrating those studied in the field exist. Germany hosts the
Karl Marx house in Trier and the Max Weber Centre at Erfurt University. Some modern
artists, like John Allock and Henry Glassie, with works on display at venues from local
coffee shops to major museums, attribute their artistic influences to Emile Durkheim.
Many museums recognize the importance of Sociology in studying subjects
housed within their walls. The Italian American museum, for example, incorporated the
words and ideas regarding constructive pluralism of American Sociologist Robert J.
Havighurst into its mission (Scelsa, 2007, para. 5). In addition, many Sociology
departments at colleges and universities maintain exhibits showcasing ideas and thinkers
important to the discipline.
Conclusion
We must continually bear in mind that people make each of the preceding steps in
an effort to communicate concepts to other people. Given its distinctly human character,
the ITP is easy to pinpoint as a process, but difficult to fully pin down in black-and-white
terms of what does and does not fit, what does and does not belong. Since the ITP model
applies to the transfer of all kinds of information, it is important to consider all kinds of
information structures within the ITP model. Sociology is highly theoretical and much
less tried than the harder sciences. Fitting Sociology into the ITP model serves as not
only a worthwhile academic exercise, but also as a check to the model itself.

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10

References
Hanavan, B. (2008, March). Bainbridge Offers Sports Due Diligence Services. La Jolla
Village News. Retrieved from http://www.sdnews.com/pages/full_story/push?
article-Bainbridge+offers+sports+due+diligence+services &id=305178
Machlup, F. (1993). Uses, Value, and Benefits of Knowledge. Knowledge: Creation,
Diffusion, Utilization. 14(4), 448-466.
Rogers, E. (2003). Elements of Diffusion. In Diffusion of Innovation (pp. 1-37). New
York: Free Press.
Scelsa, J. (2007, October). Background to the Establishment of the Italian American
Museum. Speech given at Convegno Museo Nazionale Delle Migrazione
[National Museum of Migration Conference] in Rome, Italy. Retrieved from
http://www.italianamericanmuseum.org/news/romespeech_1026.htm
Scullion, P. (2002). Effective dissemination strategies. Nurse Researcher. 10(1), 65-77.
Sica, A. (2002). A Century of Sociology at Kansas. Retrieved from http://www.sociology.
ku.edu/~sociology/about/