作为一门“横截面”学科的传播学

1、作为一门“横截面”学科的传播学 胡牧师兄传播（communication） 词根一，拉丁文 communicare (to share; to be in relation with). 同词根的英文单词有common, commune, community. 词根二，拉丁文communicasio (impart), 和union或unite无太多关系，跟接近于munus. 传播学（communication study） The discipline of communication focuses on how people use messages to generate meanin

2、gs within and across various contexts, cultures, channels, and media. The discipline promotes the effective and ethical practice of human communication (National Communication Association, Retrieved May 23, 2015 from /discipline/). 这意味着 传播学被当作是一个学科。“Why we need a press research

3、within sociology? We dont need a chicken or duck science within biology (Tnnies, 1930). 传播学研究范围的广泛。Interpersonal, group, organization, culture, and so on. 传播“根”上的范围 A semiotic or linguistic approach associated particularly with the humanities and developed especially where the Romance languages have

4、 been dominant (theory). A quantitative approach associated with the hard and social sciences and developed, especially, within the Anglo-German tradition (data collection).传播学的“横截面”特征 对传播学研究对象（传播行为）的观照的角度。 心理学，社会学，政治科学，语言学及其他社会科学。 挑战的是这些学科的元素是先后被加入传播学研究的。粗略的看 Communication as shaper of public opini

5、on. Communication as a language use. Communication as information transmission. Communication as developer of relationships. Communication as definer, interpreter, and critic of culture.Communication as shaper of public opinion 根源是社会学：芝加哥大学的Robert Park, Lippmann, Lasswell (WWI), Lazarsfeld (media an

6、d voting behavior), McComb and Shaw, Gerbner. 关注的对象：means by which messages (media and face-to-face) influence the publics perceptions of issues and events. Communication as a language use Ferdinand de Saussure (Europe) and Charles Sanders Peirce (the US): Semiotics (Greek word “semeion”). Language

7、is a system of linguistic signs that join a concept and a sound image. It is arbitrary. Roland Barthes: the majority of the experiences a person has at a personal and social level begin with the linguistic signs (media artifacts, identity, narrative, etc.).Communication as a language use (continued)

8、 Vygotsky and Ayer: language development is a function of experience with ones environment. Language is a means to verify ones environment. Communication as information transmission 二战后研究传播的社会科学理论建构的主流： 信息从一点到另一点：Shannon and Weaver, Wiener, Hovland (Yale Communication and Attitude Change Program), S

9、chramm (Iowas journalism school and communication research institute), Berlo (The Process of Communication), Bandura (social learning theory). 作为uncertainty reduction的信息：Shannon and Weaver, Berger and Calabrese (uncertainty reduction theory), Weick (organizational psychologist). Communication as dev

10、eloper of relationships Anthropology, social and clinical psychology, social work, family studies, and so on. Behavioral researchers (Heider, Thibaut and Kelly, Burgoon): relationship as perception. Clinical psychologists (Buber, Rogers, Maslow): degree of authenticity and degree to which relationsh

11、ips contribute to self-actualization. Communication as definer, interpreter, and critic of culture Marcuse, Adorno, Horkheimer, Benjamin (Frankfurt School and Institute of Social Research in Germany): media have the potential to advance the agenda of bourgeois and control proletariat (Karl Marx). St

12、uart Hall (the Center for Contemporary Cultural Studies). Gramsi (hegemony). Habermas (public sphere). “人际传播”和“大众传播”研究结合 一个例子 拟人际传播（parasocial interaction） 我们与媒介中的人物交流吗?一个非常重要的研究课题 “Mass communication and para-social interaction: observation on intimacy at a distance”幻想式的“交流” “单向的，无对话的，由表演者控制的，没有互相交

13、流的” (Horton & Wohl, 1956, p. 215). Growth without development.然而 受众不是被动的，而是主动而参与的。 “即使这种感情的纽带完全是受众的主观发明, 受众对此信以为真并把媒介人物当作真的在与他们交流一般” (Levy, 1979, p. 71).与此同时 受众：独立自由无责任 问题 什么导致了它的产生?导致原因? 内容特征与受众特征(McDonald, Lin, & Hu, 2004). 内容a) 媒介人物. 媒介人物让受众幻想互动的极端例子. An extreme example孤独的女孩 1951年的一档广播节目.

14、 东西两岸90个城市的广播电台 11: 15 pm. 用一种甜腻的，挑逗的声音.The Lonesome Gal “Darling, you look so tired, and a little put out about something this eveningYou are worried, I feel it. Lover, you need restrest and someone who understands you. Come, lie down on the couch, relax. I want to stroke your hair gentlyI am with

15、you now, always with you. You are never alone, you must never forget that you mean everything to me, that I live only for you, your lonesome gal.” 内容.b) 制作技巧：特写，推镜头。目的: 去除，至少是混淆，节目（主持人）和家庭（受众）之间的界限。受众孤独。拟人际传播最大的功能就是提供伙伴。“When interpersonal possibilities for such interaction are limited, the individual turns to the mass media for the satisfaction of this need, and hence, may deve