(完整版)传播学经典理论英文翻译

1、1.OpinionLeadersActiveininformationnetworks,havemanyinformationchannels,sotheycanoftenprovideinformationandadviceforothersandcaninfluenceothers.2.TheSpiralofSilenceForacontroversialissue,peoplewillwatchthe"climateofopinion"beforetheymakecomments.judgingtheiropinionwhetherthe"majorityo

2、pinion",whenpeoplefeelthattheirviewsare"majority"orinthe"advantage",itwilltendtoboldlyexpressthisopinion;whenfoundhisviewsare"afew"orina"disadvantage"theyoftenremain"silent."Themorepeopleremainsilent,themorefeelthattheirviewsarenotwellaccepted,t

3、husaresult,themoretheytendtoremainsilent.Repeatedseveraltimes,theyformrepresenting"dominant"statusviewsandmorepowerful,whileholding"inferior"opinionsofpeoplesoundmoreandmoreweak,suchacycle,forminga"onemoreloudly,andtheothermoreandmoresilentspiraldowntheprocess."3.Gateke

4、eperLewinwasfirstproposedthisidea.Theinformationwasscreenedandfilteredbycommunicator.Communicatorsdecidewhatwecanseeandhowwecansee.4.SelectiveexposurehypothesisAudienceinthecontactinformationofthemassmediaisnotindiscriminate,butmorewillingtochoosethecontentsthatarethesameorsimilartotheiropinion,andf

5、orthecontentsofthisconfrontationorconflict,thereisatendencytoavoid.5. KnowledgeGapTheoryBecausethepeoplewhohavehighereconomicstatusisusuallymuchfastertogetinformationthanthoseoflowsocioeconomicstatus,therefore,themoreinformationistransmittedbythemassmedia,theknowledgegapbetweenthetwotypesofpeopleism

6、oretendtoexpand.6. AgendaSettingTheoryMassmediareportanissueornotdirectlyaffectpeople'sperceptiononthesubject.Massmediahighlightsanissuewillcausepeopletopaymoreattentiontotheissue.Massmediaonarangeoftopicsgivedifferentlevelsofcoverageaccordingtoacertainorderofpriority,itwillaffectpeople'sjud

7、gmentaboutimportanceoftheseissues.7. MagicbullettheoryThemessagesentbythemassmediaislikeamagicbullet,buttheaudienceasthetargetwithoutprotection,sotheaudiencecaneasilybeknockeddownbythemessagesentbythemassmedia.Thetheoryisthatmassmediahavepowerfulforcewhichcandirectlyaffectaudience.TextOneAnIntroduct

8、iontoCommunicationii)KeyWords&Expressions:communicationn.传播journalismn.新闻学transfern.&v.传递，迁移informationn.信息circulationn.流通，运行，循环，传播conveyv.传送，传递feedbackn.反馈，反应mediumn.媒体，媒介，中介II.TextStudySTUDYPREVIEWcommunicationisanimportantwordinourtoday'sacademicstudyinjournalism,sociology,psychology,

9、economics&politics.It'salsoheardmore&moreofteninourdailylife.Sowhatiscommunication?Communication:Thetransferofsocialinformation&thecirculationofsocialinformationsystems.Social:Whenwesay“communication”inourstudy,weusuallymeanhumancommunication,notanimalcommunication;a“communication”ha

10、ppeninginasociety,notinotherenvironmentssuchasnatural,physicalorbiologicalones.Whywestudy“humancommunication”?Communicationisthetoolthatmakessocietiespossible.Itisnoaccidentthatcommunicationandcommunityhavethesamewordroot.Withoutcommunication,therewouldbenocommunities;andwithoutcommunity,therecouldb

11、enocommunication.ThesociologistCharlesCooleycalledcommunication“themechanismthroughwhichhumanrelationsexistanddevelop_allthesymbolsofthemind,togetherwiththemeansofconveyingthemthroughspaceandpreservingthemintime”.Transferofinformati:onWhen“communication”happens,informationflowsfromonepersontoanother

12、,andthenthereceivermaygivesomefeedbacktothegiver.Duringthisprocess,theinformationisshared,andthegiverandreceivercanplaytheoppositerole.Also,communicationneedssomemedium,whichissomethingbothpartsofacommunicationcanunderstand.Forexample,twoormorepeoplecometogether,tryingtosharesomeinformation.Buttheya

13、refromdifferentcountriesandhavedifferentlifeexperiences.Soiftheywanttounderstandoneanother,theymustusesomemediumsuchasEnglishlanguage,orevenbodylanguage.Inmoderntimes,wordsareimportanttoolsormediaforcommunication.Butcommunicationisnotconductedentirely,orevenmostly,inwords.Agesture,afacialexpression,

14、apitchpattern,alevelofloudness,anemphasis,akiss,ahandontheshoulder,ahaircutorlackofone_allthesecarryinformation.TextTwoTypesofCommunicationii)KeyWords&Expressions:massmedia大众传播媒体masscommunication大众传播intrapersonalcommunication自我传播interpersonalcommunication人际传播groupcommunication群体传播audience受众，观众，听

15、众encode编码code代码transmit传输，传达，传播decode解码internalize使内在化II.TextStudySTUDYPREVIEWThecommunicationinwhichthemassmediaengageisonlyoneformofcommunication.Onewaytobeginunderstandingtheprocessofmasscommunicationistodifferentiateitfromotherformsofcommunication.IntrapersonalCommunicationWeengageinintrapersona

16、lcommunicationwhenwetalktoourselvestodevelopourthoughtsandideas.Thisintrapersonalcommunicationprecedesourspeakingoracting.Intrapersonalcommunicationisanexchangeofinformationwehavewithourselves,suchaswhenwethinkoverournextmoveinavideogameorsingtoourselvesintheshower.Typingintoacomputeriselectronicall

17、ymediatedintrapersonalcommunication.InterpersonalCommunicationWhenpeopletalktoeachother,theyareengagingininterpersonalcommunication.Inthissimplestform,interpersonalcommunicationisbetweentwopeoplephysicallylocatedinthesameplace.Itcanoccur,however,iftheyarephysicallyseparatedbutemotionallyconnected,li

18、keloversoncellphones.Thedifferencebetweentheprefixesintra-andinter-isthekeydifferencebetweenintrapersonalandinterpersonalcommunication.Justasintrasquadathleticgamesarewithinateam,intrapersonalcommunicationiswithinone'sself.Justasintercollegiategamesarebetweenschools,interpersonalcommunicationisb

19、etweenindividuals.Interpersonalcommunicationincludesexchangesinwhichtwoormorepeopletakepart,butthetermisusuallyreservedforsituationsinwhichjusttwopeoplearecommunicating.Havingaface-to-faceconversationoverlunchandwritingalettertoafriendareeverydayexamples.Wheninterpersonalcommunicationiselectronicall

20、ymediated,asinatelephoneconversation,thetermpoint-to-pointcommunicationissometimesused.GroupCommunicationTherecomesapointwhenthenumberofpeopleinvolvedreducestheintimacyofthecommunicationprocess.That'swhenthesituationbecomesgroupcommunication.Aclubmeetingisanexample.Soisaspeechtoanaudienceinanaud

21、itorium.MassCommunicationCapableofreachingthousands,evenmillions,ofpeopleismasscommunication,whichisaccomplishedthroughamassmediumliketelevisionornewspapers.Masscommunicationcanbedefinedastheprocessofusingamassmediumtosendmessagestolargeaudiencesforthepurposeofinforming,entertainingorpersuading.Inma

22、nyrespectstheprocessofmasscommunicationandothercommunicationformsisthesame:Someoneconceivesamessage,essentiallyanintrapersonalact.Themessagethenisencodedintoacommoncode,suchaslanguage.Thenit'stransmitted.Anotherpersonreceivesthemessage,decodesitandinternalizesit.Internalizingamessageisalsoanintr

23、apersonalact.Inotherrespects,masscommunicationisdistinctive.Craftinganeffectivemessageforthousandsofpeopleofdiversebackgroundsandinterestsrequiresdifferentskillsthanchattingwithafriendacrossthetable.Encodingthemessageismorecomplexbecauseadeviceisalwaysused-forexample,aprintingpress,acameraorarecorde

24、r.Oneaspectofmasscommunicationthatshouldnotbeamysteryisthespellingoftheoften-misusedwordcommunication.Thewordtakesno“s”ifyouareusingittorefertoaprocess.Ifyouarereferringtoacommunicationasathing,suchasaletter,amovie,atelegramoratelevisionprogram,ratherthanaprocess,thewordiscommunicationinsingularform

25、andcommunicationinplural.Whenthetermmasscommunicationreferstoaprocess,itisspelledwithoutthe“s”.Review:communication:Exchangeofideas，rapersonalCommunication:TerpersonalCommunication:Usuallytwopeoplefacetoface.groupCommunication:Morethantwopeople;inperson.massCommunic

26、ation:Manyrecipients;notfacetoface;aprocess.TextThreeComponentsofMassCommunicationSTUDYPREVIEWMasscommunicationistheprocessthatmasscommunicatorsusetosendtheirmassmessagestomassaudiences.Theydothisthroughthemassmedia.ThinkoftheseastheFiveMs:masscommunicators,massmessages,massmedia,masscommunicationan

27、dmassaudience.MassCommunicatorsTheheartofmasscommunicationisthepeoplewhoproducethemessagesthatarecarriedinthemassmedia.Thesepeopleincludejournalists,scriptwriters,lyricists,televisionanchors,radiodiscjockeys,publicrelationspractitionersandadvertisingcopywriters.Thelistcouldgoonandon.Masscommunicator

28、sareunlikeothercommunicatorsbecausetheycannotseetheiraudience.DavidLettermanknowsthathundredsofthousandsofpeoplearewatchingasheunveilshislatestTop10list,buthecan'tseethemorhearthemchuckleandlaugh.Hereceivesnoimmediatefeedbackfromhismassaudience.Thiscommunicatingwithanunseenaudiencedistinguishesm

29、asscommunicationfromotherformsofcommunication.Storytellersofyoretoldtheirvocabularyaccordingtohowtheysensedtheywerebeingreceived.Masscommunicatorsdon'thavethatadvantage,althoughastudioaudience.MassMessagesAnewsitemisamassmessage,asareamovie,anovel,arecordedsongandabillboardadvertisement.Themessa

30、geisthemostapparentpartofourrelationshiptothemassmedia.Itisforthemessagesthatwepayattentiontothemedia.Wedon'tlistentotheradio,forexample,tomarvelatthetechnology.Welistentohearthemusic.MassMediaThemassmediaarethevehiclesthatcarrymessages.Theprimarymassmediaarebooks,magazines,newspapers,television

31、,radio,soundrecordings,moviesandtheweb.Mosttheoriesviewmediaasneutralcarriersofmessages.Thepeoplewhoareexpertsatmediaincludetechnicianswhokeepthepressesrunningandwhokeepthetelevisiontransmittersontheair.Mediaexpertsalsoaretinkersandinventorswhocomeupwithtechnicalimprovements,suchascompactdiscs,DVDs,

32、AMstereoradioandnewspaperpressesthatcanproducehigh-qualitycolor.MassCommunicationTheprocessthroughwhichmessagesreachtheaudienceviathemassmediaiscalledmasscommunicatio.nThisisamysteriousprocessaboutwhichweknowfarlessthanweshould.Researchersandscholarshaveunraveledsomeofthemystery,butmostofhowitworksr

33、emainsamattersofwonderment.Forexample,whydopeoplepaymoreattentiontosomemessagesthantoothers?Howdoesoneadvertisementgeneratemoresalesthananother?Isbehavior,includingviolentbehavior,triggeredthroughthemasscommunicationprocess?Thereisreasontobelievethatmasscommunicationaffectsvotingbehavior,buthowdoest

34、hiswork?Whichismostcorrect-tosaythatpeoplecanbecontrolledbymasscommunication?Ormanipulated?Ormerelyinfluenced?Nobodyhastheanswer.MassAudiencesThesizeanddiversityofmassaudiencesaddcomplexitytomasscommunication.Onlyindirectlydomasscommunicatorslearnwhethertheirmessageshavebeenreceived.Masscommunicator

35、sareneversureexactlyofthesizeofaudiences,letaloneoftheeffectoftheirmessages.Massaudiencesarefickle.Whatattractsgreatattentiononedaymaynotthenext.Thechallengeoftryingtocommunicatetoamassaudienceisevenmorecomplexbecausepeoplearetuninginandtuningoutallthetime,andwhentheyaretunedin,itiswithvaryingdegree

36、sofattentiveness.Review:massCommunicators:Messagecrafters.massMessage:Whatiscommunicated.massMedia:Vehiclesthatcarrymessages.massAudiences:Recipientsofmassmessages.TextFourCommunicationModelsii)KeyWords&Expressions:communicationmodel传播模式narrativemodel线性模式systemmodel系统模式theSMCRmodel施拉姆模式concentri

37、ccirclemodel同心圆模式ClaudeShannon香农WarrenWeaver韦弗HaroldLasswell拉斯韦尔WilburSchramm施拉姆ThomasBohn波恩II.TextStudySTUDYPREVIEWScholarshavedevisedmodelsofthecommunicationprocessinanattempttounderstandhowtheprocessworks.Likeallmodels,thesearesimplificationsandareimperfect.Evenso,thesemodelsbringsomeillumination

38、tothemysteriouscommunicationprocess.RoleofCommunicationModelsHobbyistsbuildmodelsofships,planes,automobilesandallkindsofotherthings.Thesemodelshelpthemseewhatevertheyaremodelingindifferentways.Industrialengineersandscientistsdothesamething,learninglessonsfrommodelsbeforetheyactuallybuildsomethingtof

39、ullscale.Communicationmodelsaresimilar.Bycreatingafacsimileoftheprocess,wehopetobetterunderstandtheprocess.Arealityaboutmodelsisthattheyareneverperfect.Thisrealityisespeciallytruewhenthesubjectbeingmodelediscomplex.Anarchitect,forexample,mayhaveamodelofwhatthebuildingwilllookliketopassersby,butthere

40、alsowillbemodelsofthebuilding'sheatingsystem,trafficpatterns,andelectrical,plumbingandventilationsystems.Noneofthesemodelsiscompleteoraccurateineverydetail,butallnonethelessareuseful.Communicationmodelsarelikethat.Differentmodelsillustratedifferentaspectsoftheprocess.Theprocessitselfissocomplext

41、hatnosinglemodelcanadequatelycoverit.BasicModelTwoBelltelephoneengineers,ClaudeShannonandWarrenWeaver,laidoutabasiccommunicationmodelin1948.Theywereworkingonadvancedswitchingsystems.Themodel,fundamentallyasimplediagram,gavethemareferencepointfortheirwork.Thatmodelhasbecomeastandardbaselinefordescrib

42、ingthecommunicationprocess.TheShannon-Weavermodelidentifiesfivefundamentalstepsinthecommunicationprocess:OThehumanstimulationthatresultsinathought.OTheencodingofthethoughtintoamessage.OThetransmissionofthemessage.OThedecodingofthemessagebytherecipientintoathought.OTheinternalizationofthemessagebythe

43、recipient.NarrativeModelYaleprofessorHaroldLasswell,anearlymasscommunicationtheorist,developedausefulyetsimplemodelthatwasallwords-nodiagram.Lasswell'snarrativemodelposesfourquestions:Whosayswhat?Inwhichchannel?Towhom?Withwhateffect?Youcaneasilyapplythemodel.Pickanybylinedstoryfromthefrontpageof

44、anewspaper.OWhosayswhat?Thenewspaperreportertellsastory,oftenquotingsomeonewhoisespeciallyknowledgeable4onthesubject.OInwhichchannel?Inthiscasethestoryistoldthroughthenewspaper,amassmedium.OTowhom?Thestoryistoldtoanewspaperreader.OWithwhateffect?ThereaderdecidestovoteforCandidateAorB,orperhapsreader

45、sjustaddtheinformationtotheirreservoirofknowledge.TheSMCRModelTheclassicmodelthatstressesthedominanceofthemediawasdevelopedbyWilburSchramm(1982),oftencreditedasthefounderofmasscommunicationstudies.HecreatedwhatisknownastheSource-Message-Channel-Receiver(SMCR)model.TheSource-Message-Channel-Receiver(

46、SMCR)modeldescribestheexchangeofinformationasthemessagepassesfromthesourcetothechanneltothereceiver,withfeedbacktothesource.Thesourceistheoriginatorofthecommunication.Themessageisthecontentofthecommunication,theinformationthatistobeexchanged.Anencodertranslatesthemessageintoaformthatcanbecommunicate

47、d-oftenaformthatisnotdirectlyinterpretablebyhumansenses.Achannelisthemediumortransmissionsystemusedtoconveythemessagefromoneplacetoanother.Adecoderreversestheencodingprocess.Thereceiveristhedestinationofthecommunication.Afeedbackmechanismbetweenthesourceandthereceiverregulatestheflowofcommunication.

48、Noiseisanydistortionorerrorsthatmaybeintroducedduringtheinformationexchange.Thismodelcanbeappliedtoallformsofhumancommunication,butherewewilljustillustrateitwithmasscommunicationexamples.Whenyouareathomewatchingatelevisionprogram,thetelevisionnetwork(acorporatesource)originatesthemessage,whichisenco

49、dedbythemicrophonesandtelevisioncamerasinthetelevisionstudio.Thechannelisnotliterallythenumberonthetelevisiondialtowhichyouaretuned,butrathertheentirechainoftransmitters,satellitelinks,andcabletelevisionequipmentrequiredtoconveythemessagetoyourhome.AlthoughwesometimescallaTVseta“receiver,”itisreally

50、thedecoderandthevieweristhereceiver.Feedbackfromviewersisviatelevisionratingservices.Electronicinterferencewiththebroadcastandthedistractionsofbarkingdogsarepossiblenoisecomponentsinthissituation.Thesourceofamessage,whichtheauthorencodedwiththesoftwaresheusedtocomposethepage'scontent.Thechanneli

51、stheInternet,includingthecomputerthattheWebpageisstoredon,andthenetworkconnectionsbetweenthatcomputer,calledaserver,andyourown.Yourcomputeractsasthedecoder.Itdecodesthemessagewithyourbrowsersoftware(suchasNetscapeorInternetExplorer),andyouarethereceiver.-w-*!*!Inthisclassicview,masscommunicationison

52、e-to-manycommunication,andthemassmediaarethevariouschannelsthroughwhichmasscommunicationisdelivered.Thatis,throughnewspapers,radio,TV,orfilm,themessageiscommunicatedfromasinglesourcetomanyreceiversataboutthesametime,withlimitedopportunitiesfortheaudiencetocommunicatebacktothesource.ConcentricCircleM

53、odelTheShannon-Weavermodelcanbeappliedtoallcommunication,butitmissessomethingsthatareuniquetomasscommunication.In1974scholarsRayHiebert,DonaldUnguraitandThomasBohnpresentedanimportantnewmodel-aseriesofconcentriccircleswiththeencodingsourceatthecenter.Oneoftheouterringswasthereceivingaudience.Inbetwe

54、enwereseveralelementsthatareimportantinthemasscommunicationprocessbutlesssoinothercommunicationprocesses.Theconcentriccirclemodelisoneofthemostcompletemodelsforidentifyingelementsinthemasscommunicationprocess,butitmissesmanycomplexities.Ittakesonlyonemessagefromitspointoforigin,butinrealitythousands

55、ofmessagesarebeingissuedsimultaneously.Audiencesreceivemanyofthesemessages,butnotallofthem,andthemessagesarereceivedimperfectly.Feedbackresonatesbacktocommunicatorsunevenly,oftenill-based.Gatekeepingtooisuneven.Inshort,therearesomanyvariablesthatitisimpossibletotrackwhathappensinanykindofcomprehensi

56、veway.ClaudeShannon:Devisedabasiccommunicationmodel,withWarrenWeaver.WarrenWeaver:Devisedabasiccommunicationmodel,withClaudeShannon.basiccommunicationmodel:Showssender,encoding,transmission,decoding,receiver.HaroldLasswell:Devisedthenarrativemodel.narrativemodel:Describesprocessinwords,notschematic.

57、ThomasBohn:Devisedtheconcentriccirclemodel,withRayHiebert,DonaldUngurait.concentriccirclemodel:Usefulradiatingmodelofthemasscommunicationprocess.TextFiveFundamentalsintheProcessii)KeyWords&Expressions:homophylyn.类似性tabloidn.小报stimulationn.刺激encodingn.编码transmissionn.传递decodingn.解码internalization

58、n.内化STUDYPREVIEWMostmodelsformasscommunicationaswellasothercommunicationformssharesomefundamentalelements.Theelementsaresequential,beginningwithwhateverstimulatesapersontowanttocommunicateandcontinuingthroughencodingandtransmission.Tocompletethecommunicationprocess,therecipientofthemessagemustdecode

59、andinternalizeit.StimulationBoththeShannon-Weavermodelandtheconcentriccirclemodelbeginwithasourcewhoisstimulatedtowanttocommunicateamessage.Thestimulationcanresultfrommanythings.Emotionscanbestimuli,ascansomethingthatissensed.Thestimulationcanbeasdiverseasseeingabeautifulpanoramaorhearingachildcry.EncodingThesecondstepisencoding.Thesourceputsthoughtsintosymbolsthatcanbeunderstoodbywhomeverisdestinedtoreceivethemessage.Thesymbolstakemanyforms-forexample,thewrittenword,sm