Information Technology Reference
In-Depth Information
Dissemination means simply the distribution of products or information. Everett
Rogers (2003) states that the goal of diffusion of innovation theory is to explain how
innovation—whether ideas, products, or processes—is shared. Dissemination can
be conceptualized as introducing new research or new ideas into the public do-
main through broadcast or publication in one or more means, as suggested below.
An early effort to define dissemination is by Klein and Gwaltney (1991, 246-247).
Their model identifies four elements in dissemination:
1.
Spread: the one-way broadcasting of information in order to increase
awareness, that is, “proactive dissemination.” Examples include databases,
monographs, newsletters, newspapers, information packages, and re-
search reports.
2.
Choice: providing information “of alternative databases, helping users ac-
quire information they seek: reactive dissemination.” Examples include re-
trieval services, training in use of databases, workshops, and identification
of best practices.
3.
Exchange: “multi-way flow of information—interactive dissemination.”
Examples include conferences, advisory boards, facilitators, and needs as-
sessment.
4.
Implementation: “utilization to achieve change in attitudes or behavior.”
Examples include technical assistance, training, and support services.
A close examination of Klein and Gwaltney's model reveals a number of as-
sumptions about knowledge transfer. Spread and choice are viewed as linear
mechanical processes of “transfer.” Knowledge is packaged and moved from one
place to another. The process is linear, pushing information out with the emphas-
is on distribution rather than the user seeking information. For example, scientists
engage in research and publish in journals that may be acquired by the Library of
Congress, regional libraries, and institutions so that the research is made access-
ible to scholars and the public.
In the next stages, exchange and implementation, elements of diffusion are
present. Change of “attitudes or behavior” implies that the message not only was
received but also was understood, processed, and integrated with previous know-
ledge (Klein and Gwaltney 1991, 248).
As noted in chapters 4 and 5 of this topic, technology has created new channels
for the dissemination of information more quickly and more inexpensively than ever
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