Research offers 'promise' of improved food safety

The issue of food safety has rocketed up the political agenda in recent years but despite huge improvements, some concerns and problems still persist. Fears about our food are moving away from issues about ensuring an adequate ...

A typo in the Declaration of Independence?

Dissemination of public documents was slow and labor-intensive in 1776. It’s too late to know for sure, but it’s interesting to speculate why a colonial printer — hurried, perhaps carried away by the excitement ...

Al-Qaeda site says 'enemies of Allah' took it down

One of Al-Qaeda's main Internet sites has accused "enemies of Allah" of taking it down for several days, but said it was now back up stronger than ever, according to a US monitoring service Thursday.

Promiscuity of resistance plasmid unprecedented

Genetic analysis of an outbreak of drug-resistant infections in one institution shows an unprecedented level of transference of resistance among strains and even species of bacteria. Researchers from the University of Virginia ...

Teaching skills key to selection of a successful model farmer

Farmer trainers should be selected based on their interest and ability to teach others rather than on their successes in implementing farming techniques, shows a new study led by Steve Franzel, a scientist at the World Agroforestry ...

Dissemination

To disseminate (from lat. disseminare „scattering seeds“), in terms of the field of communication, 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 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. 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." 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 "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." Dissemination basically sends information to an audience, without direct contact to the receiver, and without a direct response or clarification method that a conversation or dialogue would have.

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