Dissemination

To disseminate (from lat. disseminare scattering

seeds), in the eld of communication, means to
broadcast a message to the public without direct feedback
from the audience.

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 signication that are not directly interactive.[1] Dissemination ba1 Meaning
sically sends information to an audience, without direct
contact to the receiver, and without a direct response or
Dissemination takes on the theory of the traditional clarication method that a conversation or dialogue would
[2]
view of communication, which involves a sender and re- have.
ceiver. The traditional communication view point is bro- In policy development, mainstreaming is seen as going a
ken down into a sender sending information, and receiver step further than dissemination, in that it tries to embed
collecting the information processing it and sending in- change in policy and practice, rather than just publishing
formation back, like a telephone line.
information.
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 elds 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.

3 See also
Jacques Derrida

4 References
[1] Communication as... Perspectives Theory. Shepherd,
Gregory J., John, Jeerey St., Striphas, Ted (eds.) (Thousand Oaks, CA: Sage, 2006), 211-22. Peters, John
Durham. Communication as Dissemination.

Usage

[2] http://www.dictionary.reference.com/browse/
dissemination

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 oering 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.[1] 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 eect 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
1

5 TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES

Text and image sources, contributors, and licenses

5.1

Text

Dissemination Source: http://en.wikipedia.org/wiki/Dissemination?oldid=647692133 Contributors: Bearcat, Altenmann, Dave.Dunford,

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5.2

Images

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5.3

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