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MEDIA, CULTURE & SOCIETY 媒体、文化与社会

MODULE ID: 1MEDCUS / 008721

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第三周:大众传播效果 Effects of Mass Communication I.

大众传播理论(复习) A. 传播效果 1. 大众媒体有强大的威力,人们易于受媒体左右 2. 媒体对个人和社会所产生的效果是有限的

B. 传播理论 1. 皮下注射论 Hypodermic Needle Theory 2. 认知失调论 Dissonance Theory 3. 使用与满足理论 Uses & Gratification Approach 4. 涵化理论 Cultivation Analysis 5. 沉默螺旋论 The Spiral of Silence Theory 6. 两级传播理论 Two-Step Flow Theory 7. 议题设定 Agenda Setting

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AY2010-2011 SEMESTER TWO


MEDIA, CULTURE & SOCIETY 媒体、文化与社会

MODULE ID: 1MEDCUS / 008721

II. 受众 Audience A. 受众(定义) 1. 大众传媒资讯接收者或传播对象 2. 可分为三个不同层次(克劳斯 Klaus): a) 特定国家或地区内能够接触到传媒资讯的总人口 b) 对特定传媒或特定资讯内容保持着定期接触的人 c) 不但接触了媒体内容,也在态度或行动尚实际接受媒体影响 的人(“有效受众”)

B. 了解受众 1. 受众对什么事物才会注意? 2. 受众为何对他所注意到而又发生兴趣? 3. 受众怎样来理解他所注意到而又发生了兴趣的事物?

C. “特殊的受众” 1. 鲍尔Raymond Bauer:受众有“抵抗”能力 2. 李普曼Walter Lippmann:“固定的成见”

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AY2010-2011 SEMESTER TWO


MEDIA, CULTURE & SOCIETY 媒体、文化与社会

MODULE ID: 1MEDCUS / 008721

III. 大众传播研究法 A. 功能研究 Functional Approach 1. Emphasizes the way that audiences use mass communication and the benefits people receive from media consumption 2. Relies on empirical methods common to the social sciences 3. 大众传播功能 Functions of Mass Communication a) 守望环境 Surveillance b) 诠释 Interpretation c) 联系 Linkage d) 价值观的传递/社会化 Transmission of values/Socialisation e) 娱乐 Entertainment

4. 大众传播的使用 Use of Mass Media a) 认知 Cognition b) 消遣 Diversion i) 感官刺激 Stimulation ii) 松懈身心 Relaxation iii) 逃避现实 Escapism iv) 情感释放 Emotional Release/Catharsis

c) 社会效用 Social Utility d) 联系/归属 Affiliation e) 自我表达 Expression f) 退避 Withdrawal

B. 文化批判研究 Critical/Cultural Approach 1. Examines the underlying power relationships in media exposure and stresses the many meanings and interpretations that audience members find in media content 2. More qualitative and humanities-oriented approach 页面 3 / 7

AY2010-2011 SEMESTER TWO


MEDIA, CULTURE & SOCIETY 媒体、文化与社会

MODULE ID: 1MEDCUS / 008721

3. Examines concepts such as ideology, culture, politics, social structure, hegemony 4. 主要概念 a) 文化 Culture b) 文本 Text c) 意识形态 Ideology d) 霸权 Hegemony

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AY2010-2011 SEMESTER TWO


MEDIA, CULTURE & SOCIETY 媒体、文化与社会

MODULE ID: 1MEDCUS / 008721

IV. 媒体与社会化 A. 社会化力量 Agencies of socialisation (Examples) 1. 媒体 Mass media 2. 个人经验 Personal experience 3. 学校 School 4. 家长 Parents 5. 兄弟姐妹 Siblings 6. 朋友 Friends

B. 态度、观点与信仰的形成 1. 刻板印象 2. 长时间收看电视 3. 缺乏其他资讯

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AY2010-2011 SEMESTER TWO


MEDIA, CULTURE & SOCIETY 媒体、文化与社会

MODULE ID: 1MEDCUS / 008721

V. 大众传播研究 A. Research 1. Application of a systematic method to solve a problem or understand it better than in the past

B. Mass media research 1. Involves the use of systematic method to understand or solve problems regarding the mass media

C. Focus 1. “society’s botom line, not to a company’s bottom line” 2. effects of mass media on relationships, values, ideals of society and people who make up the society 3. Examples: a) Does violence in news and entertainment encourage violence and/ or cause people to be frightened when they leave their homes? b) Where do people get most of their information about candidates during political campaigns? c) Can we design advertising campaigns that will discourage teens from smoking cigarettes?What do the history and contemporary nature of advertising tell us about our society? d) What do the history and contemporary nature of advertising tell us about our society? e) What and who are the powers behind a country’s media arrangements, and how might they be affecting what the citizens read and hear?

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AY2010-2011 SEMESTER TWO


MEDIA, CULTURE & SOCIETY 媒体、文化与社会

MODULE ID: 1MEDCUS / 008721

参考书目 Baran, S. J. (2010). Introduction to mass communication: Media literacy and culture (6th Edition). New York: McGraw-Hill. (Chapter 13) Dominick, J. R. (2011). The dynamics of mass communication: Media in transition (11th Edition). New York: McGraw-Hill. (Chapter 2 & 19) Turow, J. (2009). Media today: an introduction to mass communication (3rd Edition). New York: Routledge. (Chapter 4) 郭光华(2004)。《传播学是什么?》。台北市:扬智文化。(第5与6章) 斯坦利•巴伦著,刘鸿英译(2008)。《大众传播概论:媒介认知与文化》,第三版。北 京:中国人民大学。(第13章)

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AY2010-2011 SEMESTER TWO

jiang yi  

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