Stage-3: Commence Standardized Dissemination

Seeking Enlargement

The influence of ideas on society is affected by the numbers of people who hold those ideas, at least taking them as a given regardless of the degree of understanding.

The relatively small band of adherents in Stage 2, may already view themselves as an association or may have gathered as a section within an academic department. But it is still a tiny group whose members are typically too over-worked to support a formal organization with all the bureaucratic costs and time involved. At this point, any organisation beyond the bare minimum of self-identification is a distraction.

With little social impact and tiny numbers, the adherents recognize that wider dissemination is the only way that the new illumination and its implicit doctrine can gain adherents, get developed, and grow in influence within society.

The ordinary methods of publication are insufficient and methods like advertising are inappropriate and unworkable, as well as too expensive. Dissemination used to take the form of public lectures, workshops and pamphleteering, as well as radio and television appearances. In modern times, internet media like webinars, YouTube,websites, email newsletters, blogs and twitter streams have become important. These mostly cost far less, given willing volunteers.

Early adherents, fuelled with enthusiasm and conviction, commonly write books that restate the doctrine, explaining the illumination in their own words and using their own experiences in applying the ideas.

Spreading the Word

Dissemination demands a degree of doctrinal standardization. Adaptation to audience members is not possible and a systematic repeatable presentation is required.

In the earliest days there is unity in conformity and strength in identifying fully with the founder's formulations.

To avoid conflict and achieve consensus, differences and disputes about the doctrine or its application tend to be marginalized or avoided. All involved to this point wish to be able to support, if not actively participate, in spreading the word.

Lack of consensus leads to the main message becoming diffuse and the audience becoming confused. Ultimately divergent ideas, perhaps based in personalities, are liable to result in a doctrinal schism and formation of competing schools.

Insofar as the emerging doctrine is largely ignored by society, there is likely to be no reaction. However, once dissemination gets traction and more and more people get activated, there will usually be a social backlash. Those writers who see themselves as opinion-formers or leaders in the relevant field will emerge to object forcefully and criticize what is being suggested.

Example: Theosophy

Theosophy is a religious movement with an esoteric doctrine promoting an essential truth underlying religion, philosophy, and science. Although the early accounts seem far-fetched and followers were told that the doctrines were not to be taken as dogma, the successful dissemination of theosophical ideas, especially in the USA, can probably be seen as the foundation of much of 20th Century esotericism up to and including the latest New Age movement. Theosophy has been subject to much abuse and ridicule as unworthy of study e.g. Mircea Eliade, the controversial doyen of scholars of comparative religion, described it as “detestable spiritual hybridism”.

Dissemination can be organised along the lines of social movements with cells and organisers. These may develop projects and missions which bring the doctrine to wider attention.

Possible Outcomes

Stay at Stage-3

Dissemination may be successful, but there may be no concern to strengthen establishment further by instituting an enduring organisation for adherents. This is liable to apply if the founder is unique and adherents cannot hope to emulate his or her understanding. It is sure to apply if the doctrine intrinsically prohibits further organisation or specific trainings.

Example: Krishnamurti

Jiddu Krishnamurti broke from the Theosophists at a young age and produced his own spiritual doctrine which he tirelessly disseminated. His Teaching can be culled from the many lectures, interviews, conversations and the like, now published by supporters. His realization is that the necessary change in humanity must come from within each person’s mindfulness and search for truth. That is why he expressly objected to organisations, creeds, and rituals. His followers created the Krishnamurti Foundation Trust with the mission to disseminate the doctrine but not proselytise for dedicated adherents. The Trust sells Krishnamurti’s books and video recordings, conducts retreats in a Centre in the UK, and supports two UK schools offering holistic education, Brockwood Park and Inwoods Small.

Transition to Stage-4

If dissemination is successful and organising is not blocked, the numbers of followers and adherents increase. If there are practical methods flowing from the doctrine, as applies in therapies, then issues arise around earnings and the potential for fraudulent use of doctrine. In addition, questions of social regulation start to arise if anyone might be harmed by inappropriate methods. The charismatic founder may also move in directions that the majority find questionable but are unable to check by informal means.

As a result, a desire grows amongst the adherents to band together more formally, to reduce the founder's domination, to provide social standing and to ensure a firmer base for further expansion.

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As more and more adherents seek greater social standing and more systematic development of the School, the desire for an organisational base becomes irresistible.

• Establish a membership body.

Originally posted: 7-Sep-2022. Last updated: 20-Mar-2023.