传播学英文材料

Text One An Introduction to Communication I. Words Study i) New Words: sociology n. 社会学 psychology n. 心理学 economics n. 经济学 politics n. 政治学 academic adj. 学院的, 理论的 system n. 系统，体系 environment n. 环境 biological n. 生物学的 community n. 团体，社会，社区 root n. 根 mechanism n. 机制 symbol n. 象征 means n. 手段，方法 preserve v. 保存 opposite adj. 相反的，对立的 conduct v. 进行，操作 gesture n. 姿势，手势 facial adj. 面部的 pitch n. 声调 pattern n. 类型，模式 ii) Key Words a “communication” happening in a society, not in other environments such as natural, physical or biological ones. Why we study “human communication”? Communication is the tool that makes societies possible. It is no accident that communication and community have the same word root. Without communication, there would be no communities; and without community, there could be no communication. The sociologist Charles Cooley called communication “the mechanism through which human relations exist and develop_ all the symbols of the mind, together with the means of conveying them through space and preserving them in time”. Transfer of information: When “communication” happens, information flows from one person to another, and then the receiver may give some feedback to the giver. During this process, the information is shared, and the giver and 3 receiver can play the opposite role. Also, communication needs some medium, which is something both parts of a communication can understand. For example, two or more people come together, trying to share some information. But they are from different countries and have different life experiences. So if they want to understand one another, they must use some medium such as English language, or even body language. In modern times, words are important tools or media for communication. But communication is not conducted entirely, or even mostly, in words. A gesture, a facial expression, a pitch pattern, a level of loudness, an emphasis, a kiss, a hand on the shoulder, a haircut or lack of one _ all these carry information. Text Two Types of Communication I. Words Study i) New Words: engage v. 使从事于，参加 differentiate v. 区别，区分 precede v. 领先，在之前，先于 prefixe n. 前缀 intrasquad adj. （班）内部的 intercollegiate adj. 学院间的 intimacy n. 亲密，隐私 auditorium n. 听众席，观众席，会堂，礼堂 define v. 定义，详细说明 accomplish v. 完成，实现 purpose n. 目的 inform v. 告知 entertain v. 娱乐 4 persuade v. 说服，劝说，使相信 conceive v. 构思，考虑 essentially adv. 本质上 distinctive adj. 与众不同的，有特色的 craft n. in person. mass Communication: Many recipients; not face to face; a process. Text Three Components of Mass Communication STUDY PREVIEW Mass communication is the process that mass communicators use to send their mass messages to mass audiences. They do this through the mass media. Think of these as the Five Ms: mass communicators, mass messages, mass media, mass communication and mass audience. Mass Communicators 8 The heart of mass communication is the people who produce the messages that are carried in the mass media. These people include journalists, scriptwriters, lyricists, television anchors, radio disc jockeys, public relations practitioners and advertising copywriters. The list could go on and on. Mass communicators are unlike other communicators because they cannot see their audience. David Letterman knows that hundreds of thousands of people are watching as he unveils his latest Top 10 list, but he cant see them or hear them chuckle and laugh. He receives no immediate feedback from his mass audience. This communicating with an unseen audience distinguishes mass communication from other forms of communication. Storytellers of yore told their vocabulary according to how they sensed they were being received. Mass communicators dont have that advantage, although a studio audience. Mass Messages A news item is a mass message, as are a movie, a novel, a recorded song and a billboard advertisement. The message is the most apparent part of our relationship to the mass media. It is for the messages that we pay attention to the media. We dont listen to the radio, for example, to marvel at the technology. We listen to hear the music. Mass Media The mass media are the vehicles that carry messages. The primary mass 9 media are books, magazines, newspapers, television, radio, sound recordings, movies and the web. Most theories view media as neutral carriers of messages. The people who are experts at media include technicians who keep the presses running and who keep the television transmitters on the air. Media experts also are tinkers and inventors who come up with technical improvements, such as compact discs, DVDs, AM stereo radio and newspaper presses that can produce high-quality color. Mass Communication The process through which messages reach the audience via the mass media is called mass communication. This is a mysterious process about which we know far less than we should. Researchers and scholars have unraveled some of the mystery, but most of how it works remains a matters of wonderment. For example, why do people pay more attention to some messages than to others? How does one advertisement generate more sales than another? Is behavior, including violent behavior, triggered through the mass communication process? There is reason to believe that mass communication affects voting behavior, but how does this work? Which is most correct-to say that people can be controlled by mass communication? Or manipulated? Or merely influenced? Nobody has the answer. Mass Audiences 10 The size and diversity of mass audiences add complexity to mass communication. Only indirectly do mass communicators learn whether their messages have been received. Mass communicators are never sure exactly of the size of audiences, let alone of the effect of their messages. Mass audiences are fickle. What attracts great attention one day may not the next. The challenge of trying to communicate to a mass audience is even more complex because people are tuning in and tuning out all the time, and when they are tuned in, it is with varying degrees of attentiveness. Review: mass Communicators: Message crafters. mass Message: What is communicated. mass Media: Vehicles that carry messages. mass Audiences: Recipients of mass messages. Text Four Communication Models I. Words Study i) New Words: devise vt. 设计 , 发明, 图谋 , 作出( 计划), 想出(办法) in an attempt to 力图, 试图 simplification n.简化 imperfect adj.有缺点的, 未完成的, 减弱的 illumination n. 照明, 阐明, 启发, 灯彩(通常用复数) 11 mysterious adj.神秘的 hobbyist n.沉溺于某种癖好者,嗜某爱好成癖的人 automobile n. 汽车 scale n. 刻度 ,衡量,比例 facsimile n. 摹写 , 传真 architect n. 建筑师 passerby n. 过路人, 行人 plumbing n. 铅工业, 铅管品制造 ventilation n. 通风, 流通空气 nonetheless adv. 虽然如此, 但是 adequately adv. 充分地 lay out 摆开, 展示, 布置, 安排, 投资 advanced adj. 高级的, 年老的, 先进的 switching n. 开关,转换,交换,配电,配电系统,整流 diagram n. 图表 reference point 参考点, 控制点 baseline n. 基线 narrative adj. 叙述性的 Yale n.耶鲁 pose v. (使.)摆好姿势, 形成, 引起, 造成 channel n. 渠道，途径，方法 reservoir n. 水库 , 蓄水池 dominance n. 优势, 统治 be credited as 被誉为 describe v. 描写 , 记述, 形容, 形容 originator n. 创作者,发明人 content n. 内容 interpretable adj. 能说明的, 能翻译的, 可判断的 reverse v. 颠倒, 倒转 destination n. 目的地 distortion n. 扭曲, 变形, 曲解, 失真 originate v. 起源, 发生 12 literally adv. 照字面意义, 逐字地 browser n. 浏览器 concentric adj. 同中心的 unique adj. 唯一的, 独特的 ring n. 环 simultaneously adv. 同时地 resonate v. (使)共鸣, (使) 共振 gatekeep v. 把关，控制 variable n. 变数 , 可变物, 变量 track v. 追踪，探寻轨迹 comprehensive adj. 全面，广泛，能充分理解的 ii) Key Words & Expressions: communication model 传播模式 narrative model 线性模式 system model 系统模式 the SMCR model 施拉姆模式 concentric circle model 同心圆模式 Claude Shannon 香农 Warren Weaver 韦弗 Harold Lasswell 拉斯韦尔 Wilbur Schramm 施拉姆 Thomas Bohn 波恩 II. Text Study STUDY PREVIEW Scholars have devised models of the communication process in an attempt to understand how the process works. Like all models, these are simplifications and are imperfect. Even so, these models bring some illumination to the mysterious 13 communication process. Role of Communication Models Hobbyists build models of ships, planes, automobiles and all kinds of other things. These models help them see whatever they are modeling in different ways. Industrial engineers and scientists do the same thing, learning lessons from models before they actually build something to full scale. Communication models are similar. By creating a facsimile of the process, we hope to better understand the process. A reality about models is that they are never perfect. This reality is especially true when the subject being modeled is complex. An architect, for example, may have a model of what the building will look like to passersby, but there also will be models of the buildings heating system, traffic patterns, and electrical, plumbing and ventilation systems. None of these models is complete or accurate in every detail, but all nonetheless are useful. Communication models are like that. Different models illustrate different aspects of the process. The process itself is so complex that no single model can adequately cover it. Basic Model Two Bell telephone engineers, Claude Shannon and Warren Weaver, laid out a basic communication model in 1948. They were working on advanced switching systems. The model, fundamentally a simple diagram, 14 gave them a reference point for their work. That model has become a standard baseline for describing the communication process. The Shannon-Weaver model identifies five fundamental steps in the communication process: The human stimulation that results in a thought. The encoding of the thought into a message. The transmission of the message. The decoding of the message by the recipient into a thought. The internalization of the message by the recipient. Narrative Model Yale professor Harold Lasswell, an early mass communication theorist, developed a useful yet simple model that was all words-no diagram. Lasswells narrative model poses four questions: Who says what? In which channel? To whom? With what effect? You can easily apply the model. Pick any bylined story from the front page of a newspaper. Who says what? The newspaper reporter tells a story, often quoting someone who is especially knowledgeable4 on the subject. In which channel? In this case the story is told through the newspaper, a mass medium. To whom? The story is told to a newspaper reader. With what effect? The reader decides to vote for Candidate A or B, 15 or perhaps readers just add the information to their reservoir of knowledge. The SMCR Model The classic model that stresses the dominance of the media was developed by Wilbur Schramm (1982), often credited as the founder of mass communication studies. He created what is known as the Source- Message-Channel-Receiver (SMCR) model. The Source-Message-Channel-Receiver (SMCR) model describes the exchange of information as the message passes from the source to the channel to the receiver, with feedback to the source. The source is the originator of the communication. The message is the content of the communication, the information that is to be exchanged. An encoder translates the message into a form that can be communicated- often a form that is not directly interpretable by human senses. A channel is the medium or transmission system used to convey the message from one place to another. A decoder reverses the encoding process. The receiver is the destination of the communication. A feedback mechanism between the source and the receiver regulates the flow of communication. Noise is any distortion or errors that may be introduced during the 16 information exchange. This model can be applied to all forms of human communication, but here we will just illustrate it with mass communication examples. When you are at home watching a television program, the television network (a corporate source) originates the message, which is encoded by the microphones and television cameras in the television studio. The channel is not literally the number on the television dial to which you are tuned, but rather the entire chain of transmitters, satellite links, and cable television equipment required to convey the message to your home. Although we sometimes call a TV set a “receiver,” it is really the decoder and the viewer is the receiver. Feedback from viewers is via television rating services. Electronic interference with the broadcast and the distractions of barking dogs are possible noise components in this situation. The source of a message, which the author encoded with the software she used to compose the pages content. The channel is the Internet, including the computer that the Web page is stored on, and the network connections between that computer, called a server, and your own. Your computer acts as the decoder. It decodes the message with your browser software (such as Netscape or Internet Explorer), and you are the receiver. In this classic view, mass communication is one-to-many communication, and the mass media are the various channels through which mass 17 communication is delivered. That is, through newspapers, radio, TV, or film, the message is communicated from a single source to many receivers at about the same time, with limited opportunities for the audience to communicate back to the source. Concentric Circle Model The Shannon-Weaver model can be applied to all communication, but it misses some things that are unique to mass communication. In 1974 scholars Ray Hiebert, Donald Ungurait and Thomas Bohn presented an important new model-a series of concentric circles with the encoding source at the center. One of the outer rings was the receiving audience. In between were several elements that are important in the mass communication process but less so in other communication processes. The concentric circle model is one of the most complete models for identifying elements in the mass communication process, but it misses many complexities. It takes only one message from its point of origin, but in reality thousands of messages are being issued simultaneously. Audiences receive many of these messages, but not all of them, and the messages are received imperfectly. Feedback resonates back to communicators unevenly, often ill-based. Gatekeeping too is uneven. In short, there are so many variables that it is impossible to track what happens in any kind of comprehensive way. 18 IIIReview: Claude Shannon: Devised a basic communication model, with Warren Weaver. Warren Weaver: Devised a basic communication model, with Claude Shannon. basic communication model: Shows sender, encoding, transmission, decoding, receiver. Harold Lasswell: Devised the narrative model. narrative model: Describes process in words, not schematic. Thomas Bohn: Devised the concentric circle model, with Ray Hiebert, Donald Ungurait. concentric circle model: Useful radiating model of the mass communication process. Text Five Fundamentals in the Process I. Words Study i) New Words: fundamental adj.基本的 n.基本原则, 基本原理 elements n.要素, 元素 sequential adj.连续的,有顺序的 stimulate v. 刺激 , 激励 transmission n. 播送, 发射, 传动, 传送, 传输, 转播 recipient n. 容纳者 , 容器 internalize vt. 使内在化 stimulin n. 鼓励, 刺激物 panorama n. 全景，全景画 pictographs n. 象形文字 bang v. 重击，发巨响 19 puff n. 一阵喷烟 inverse adj. 反转的 punk adj. 无用的，朋客 acquittal n. 宣判无罪 stir v. 搅起，激起 ii) Key Words & Expressions: homophyly n. 类似性 tabloid n. 小报 stimulation n. 刺激 encoding n. 编码 transmission n. 传递 decoding n. 解码 internalization n. 内化 STUDY PREVIEW Most models for mass communication as well as other communication forms share some fundamental elements. The elements are sequential, beginning with whatever stimulates a person to want to communicate and continuing through encoding and transmission. To complete the communication process, the recipient of the message must decode and internalize it. Stimulation Both the Shannon-Weaver model and the concentric circle model begin with a source who is stimulated to want to communicate a message. The stimulation can result from many things. Emotions can be stimuli, as can something that is sensed. The stimulation can be as diverse as seeing a beautiful panorama or hearing a child cry. Encoding The second step is encoding. The source puts thoughts into symbols that can be understood by whomever is destined to receive the message. The 20 symbols take many forms-for example, the written word, smoke signals or pictographs. Transmission The message is the representation of the thought. In interpersonal communication the message is almost always delivered face to face. In mass communication, however, the message is encoded so that it is suitable for the equipment being used for transmission. Shannon and Weaver, being telephone engineers in the 1940s, offered the example of the sound pressure of a voice being changed into proportional electrical current for transmission over telephone lines. In technical terms, telephone lines were channels for Shannon and Weavers messages. On a more conceptual basis the telephone lines were the media, in the same way that the printed page or a broadcast signal is. Decoding The receiver picks up signals sent by the transmitter. In interpersonal communication the receiver is a person who hears the message, sees it, or both. An angry message encoded as a fist banging a table is heard and perhaps felt. An insulting message encoded as a puff of cigar smoke in the face is smelled. In mass communication the first receiver of the message is not a person but the equipment that picks up and then reconstructs the message from the signal. This mechanical decoding is necessary so that the human receiver of the message can understand it. As 21 Shannon and Weaver put it: “The receiver ordinarily performs the inverse operation that was done by the transmitter. ” Internalization In mass communication a second kind of decoding occurs with the person who receives the message from the receiving equipment. This is an intrapersonal act, internalizing the message. For this second kind of decoding to work, the receiver must understand the communication form chosen by the