View source for Dissemination

{{Short description|Word in the English Language}}
{{redirect|Miliary||Disseminated disease}}
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To '''disseminate''' (from [[Latin|lat.]] ''disseminare'' "scattering seeds"), in the field of [[communication]], is to [[broadcast]] a message to the public without direct [[feedback]] from the audience.

==Meaning==

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.

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.<ref>{{cite web |title=What is the difference between communication and dissemination? |url=https://eufunds.me/what-is-the-difference-between-communication-and-dissemination/ |website=EU Funds |date=20 September 2021 |access-date=20 September 2021}}</ref> 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.<ref>{{cite web |title=Social m edia g uide for EU funded R&I projects |url=http://ec.europa.eu/research/participants/data/ref/h2020/other/grants_manual/amga/soc-med-guide_en.pdf |website=European Commission |access-date=12 June 2018}}</ref> Dissemination of research findings is becoming more important for scientists, since journals start to encourage them to invest extra effort in reaching wider audiences.<ref>{{Cite web|title=Your research is published - what now? 7 simple tips to communicate it effectively {{!}} Labs Explorer|url=https://www.labsexplorer.com/c/your-research-is-published-what-now-7-simple-tips-to-communicate-it-effectively_217|access-date=2020-06-09|website=www.labsexplorer.com|language=en}}</ref>

==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."<ref name="communication-as-dissemination">''"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> 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 "[[Signal-to-noise ratio|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."<ref name="communication-as-dissemination" /> Dissemination basically sends [[information]] to an audience, without direct contact to the receiver, and without a direct response or [[Clarification (journalism)|clarification]] method that a conversation or dialogue would have.<ref>{{cite web | url=http://www.dictionary.reference.com/browse/dissemination | title=Dissemination Definition & Meaning }}</ref>

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<ref>{{cite web |title=What makes a good dissemination plan in Horizon Europe? |url=https://eufunds.me/what-makes-a-good-dissemination-plan-in-horizon-europe// |website=EU Funds |date=20 September 2021 |publisher=EU Funds simply explained |access-date=20 September 2021}}</ref> 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.<ref>{{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}}</ref>

In policy development, [[mainstreaming (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.

== See also ==

* [[Jacques Derrida]]

==References==
<references/>

[[Category:Communication]]

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