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-verb to scatter or spread widely, as though sowing a seed, broadcast voice, public exposure, spreading, diffusion, or dispersal of speech from one few or many.

To disseminate, in terms of the field of communication, it 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 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." (Peters, 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 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 interfearance is also known as "Noise" in the traditional model of communication theory. Noise can distort the original meaning of the message. John Durham Peter explains, "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." (Peters, Communication as Dissemination)Dissemination basically sends information to a audience, without direct contact to the receiver, and without a direct response or clarification method that a conversation or dialogue would have.

<reference>/"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".</ref>



Dissemination is a technical term in the philosophy of language.

One problem with language, identified by Ludwig Wittgenstein, is to identify
which comes first, the rule of language, or the speech itself from which
we then get rules. Wittgenstein considered whether the application
of a rule that only ever occurred once could be thought of as 'applying a rule'.

In his essay Différance, Jacques Derrida deals with ideas relating to
the structure and genesis of language. He notes that the fact that a word is
iterable is prior to considerations of the question as the priority of rules or speech.

That words and concepts are quotable by themselves
or with varying amounts of context, that is, that they are reusable
in different contexts and can be written into different areas of discourse,
indicates how open they are to diasporatic usage and therefore to disseminated

The writing of a word entails necessarily the absence of the
writer and reader; the responsibility toward repeating univocal word
use is not available, it is absent. The taking up of words,
and the metaphorisation that may take place is never ending
and has various trajectories in the history of language without
any one identifiable consciousness to take responsibility or ensure constancy.

So, for example, the taking up of the word evolution as a metaphor for use in
biology, adds to it polysemically, equivocally. Outside of polysemic
distinctions to indicate the sense of a word, we have a dissemination
that is ongoing and escapes the univocality of any attempt to indicate
a definite semantic from its polysemia

To quote Derrida.....This essential drifting, due to writing as an iterative structure cut off from all absolute responsibility, from consciousness as the authority of the last analysis, writing orphaned, and separated at birth from the assistance of its father.

---Struture, Sign and Play.


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