传播学经典理论英文版-打印1

传播学经典理论英文版[中文批注]

目录

一、

Opinion

Leaders

意见领袖

_____________________________________________

2

二、

5W

Box

5w

理论

_____________________________________________________

2三、

The

Bias

of

Communication

传媒偏向论

__________________________________

2

四、

The

Spiral

of

Silence

沉默的螺旋

________________________________________

3

五、

Gatekeeper

把关人理论

_______________________________________________

4

六、

Selective

exposure

hypothesis

选择性接触假说

_____________________________

4

七、

Knowledge

Gap

Theory

知识沟假说______________________________________

5

八、

Agenda

Setting

Theory

议程设置理论

____________________________________

5

九、

Magic

bullet

theory

魔弹论

_____________________________________________

5

十、

Information

（Innovation）Diffusion

Theory

信息（创新）扩散论

____________

6

十一、

Uses

and

gratifications

theory

(UGT)

使用与满足理论

______________________

7十二、

Cultivation

theory

教养理论

____________________________________________

8

十三、

Limited-Effects

Theory

有限效果论

______________________________________

8

十四、

Marshall

Mcluhan

Media

Theory

麦克卢汉的媒介理论

_______________________

9

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一、

Opinion

Leaders

意见领袖

Active

in

information

networks,

have

many

information

channels

,so

they

can

often

provide

information

and

advice

for

others

and

can

influence

others.

意见领袖是指在人际传播网络中经常为他人提供信息，同时对他人施加影响的“活跃分子”，他们在大众传播效果的形成过程中起着重要的中介或过滤的作用，由他们将信息扩散给受众，形成信息传递的两级传播。

二、

5W

Box

5w

理论

1.

Who

communicates

to

whom?(sources

and

receivers)

2.

Why

communicate?(function

and

purposes)

3.

How

does

communication

take

place?(channels,languages,codes)

4.

What

about?(content,references,types

of

information)

5.

What

are

the

outcomes

of

communication

(intend

or

unintended

),

for

information,

understandings,

action

the

Rise

of

Mass

Mdia

美国学者H·拉斯维尔于1948年在《传播在社会中的结构与功能》一篇论文中，首次提出了构成传播过程的五种基本要素，并按照一定结构顺序将它们排列，形成了后来人们称之“五W模式”或“拉斯维尔程式”的过程模式。这五个W分别是英语中五个疑问代词的第一个字母，即：

Who

（谁）

Says

What

（说了什么）

In

Which

Channel

（通过什么渠道）

To

Whom

（向谁说）

With

What

Effect

（有什么效果）。

三、

The

Bias

of

Communication

传媒偏向论

Innis’

central

focus

is

the

social

history

of

communication

media;

he

believed

that

the

relative

stability

of

cultures

depends

on

the

balance

and

proportion

of

their

media.

To

begin

our

inquiry

into

this

area,

he

suggests

we

ask

three

basic

questions:

How

do

specific

communication

technologies

operate?

What

assumptions

do

they

take

from

and

contribute

to

society?

What

forms

of

power

do

they

encourage?

For

Innis,

a

key

to

social

change

is

found

in

the

development

of

communication

media.

He

claims

that

each

medium

embodies

a

bias

in

terms

of

the

organization

and

control

of

information.

Any

empire

or

society

is

generally

concerned

with

duration

over

time

and

extension

in

space.

Time-biased

media,

such

as

stone

and

clay,

are

durable

and

heavy.

Since

they

are

difficult

to

move,

they

do

not

encourage

territorial

expansion;

however,

since

they

have

a

long

life,

they

do

encourage

the

extension

of

empire

over

time.

Innis

associated

these

media

with

the

customary,

thesacred,

and

the

moral.

Time-biased

media

facilitate

the

development

of

social

hierarchies,

as

archetypally

exemplified

by

ancient

Egypt.

For

Innis,

speech

is

a

time-biased

medium.

Space-biased

media

are

light

and

portable;

they

can

be

transported

over

large

distances.

They

are

associated

with

secular

and

territorial

societies;

they

facilitate

the

expansion

of

empire

over

space.

Paper

is

such

a

medium;

it

is

readily

transported,

but

has

a

relatively

short

lifespan.

伊尼斯发现，媒介可以分为两大类，两者有一个基本的区别：有利于空间上延伸的媒介和有利于时间上延续的媒介。比如，石版文字和泥版文字耐久，它们承载的文字具有永恒的性质，容易传承。但是，它们不容易运输，不容易生产，不容易使用，因而不利于空间上的传播。相反，莎草纸和纸张轻巧，容易运输，使用方便，能够远距离传播迅息，然而它们传播的迅息却限于当下，就比较短暂。他认为，传播和传播媒介都有偏向，大体上分为：口头传播的偏向与书面传播的偏向，时间的偏向与空间的偏向。下面这段话，痛快淋漓地阐明伊尼斯“传播偏向论”的意旨、要害，说明媒介的性质和偏向，并且说明媒介为何有这些偏向。他说：

“倚重时间的媒介，其性质耐久，羊皮纸、黏土和石头即为其例……倚重空间的媒介，耐久性比较逊色，质地比较轻。后者适合广袤地区的治理和贸易……倚重空间的材料，有利于集中化……我们考虑大规模的政治组织，比如帝国时，必须立足在空间和时间两个方面。我们要克服媒介的偏向，既不过分倚重时间，也不过分倚重空间。”

强调媒介偏向、时间偏向和空间偏向的关系，并指出媒介与国家僚体制和宗教的关系。他说：

“一个成功的帝国必须充分认识到空间问题，空间问题既是军事问题，也是政治问题；它还要认识到时间问题，时间问题既是朝代问题和人生寿限问题，也是宗教问题。又说：“国家的官僚体制倚重空间，忽略时间。相反，宗教却倚重时间，忽略空间。”

四、

The

Spiral

of

Silence

沉默的螺旋

The

spiral

of

silence

is

a

political

science

and

mass

communication

theory

propounded

by

the

German

political

scientist

Elisabeth

Noelle-Neumann.

Spiral

of

silence

theory

describes

the

process

by

which

one

opinion

becomes

dominant

as

those

who

perceive

their

opinion

to

be

in

the

minority

do

not

speak

up

because

society

threatens

individuals

with

fear

of

isolation.

The

assessment

of

one's

social

environment

may

not

always

correlate

with

reality.

For

a

controversial

issue,

people

will

watch

the

"climate

of

opinion"

before

they

make

comments

.

judging

their

opinion

whether

the

"majority

opinion",

when

people

feel

that

their

views

are

"majority"

or

in

the

"advantage"

,

it

will

tend

to

boldly

express

this

opinion;

when

found

his

views

are

"a

few"

or

in

a

"disadvantage"

they

often

remain

"silent."

The

more

people

remain

silent,

the

more

feel

that

their

views

are

not

well

accepted,

thus

a

result,

the

more

they

tend

to

remain

silent.

Repeated

several

times,

they

form

representing

"dominant"

status

views

and

more

powerful,

while

holding

"inferior"

opinions

of

people

sound

more

and

more

weak,

such

a

cycle,

forming

a

"one

more

loudly,

and

the

other

more

and

more

silent

spiral

down

the

process.

"

沉默的螺旋理论提供了一种考虑问题的视角：团队意见的形成不一定是团队成员“理性讨论”的结果，而可能是对团队中“强势”意见的趋同后的结果。需要注意的是：“强势”意见所强调的东西，不一定就是正确的。当团队中的少数意见与“多数”意见不同的时候，少数有可能屈于“优势意见”的压力，表面上采取认同，但实际上内心仍然坚持自己的观点，这就可能出现某些团队成员公开“表达的意见”与团队成员“自己的意见”不一致。要跳出沉默的螺旋，唯一的出路就是尊重少数派，聆听反对者的声音。

五、

Gatekeeper

把关人理论

Lewin

was

first

proposed

this

idea.

A

gatekeeper

is

a

human

who

controls

access

to

something,

for

example

via

a

city

gate.

In

the

late

20th

century

the

term

came

into

metaphorical

use,

referring

to

individuals

who

decide

whether

a

given

message

will

be

distributed

by

a

mass

medium.The

information

was

screened

and

filtered

by

communicator.

Communicators

decide

what

we

can

see

and

how

we

canact

can

be

viewed

使用与满足理论（Uses

and

Gratifications

theory

）是认为阅听人（media

audience）可以主动使用媒体来寻找可满足自身需求的信息。认为阅听人并非各类媒体下的无助者，而是可利用媒体来满足各类不同的需求，这些需求即阅听人使用媒介的动机。

使用与满足理论是由Elihu

Katz、Jay

Blumler、Mickael

Gurevitch等学者于1974年出版的《大众传播媒体的使用》（The

uses

of

Mass

Communication）一书中所提出。此理论强调以「主动的阅听人」为中心，反对媒体万能论以来被动接收者的概念，认为阅听人绝非被动的接收者，强调阅听人和媒体之间的自愿性和选择性。此一理论开启了新的研究方向，开始了阅听人如何运用传媒的研究，并持续发展出许多的相关研究。

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十二、

Cultivation

theory

教养理论

Cultivation

theory

is

a

social

theory

which

examines

the

long-term

effects

of

television.

"The

primary

proposition

of

cultivation

theory

states

that

the

more

time

people

spend

"living"

in

the

television

world,

the

more

likely

they

are

to

believe

social

reality

portrayed

on

television.

Cultivation

leaves

people

with

a

misperception

of

what

is

true

in

our

world.

Developed

by

George

Gerbner

and

Larry

Gross

of

the

University

of

Pennsylvania,

cultivation

theory

derived

from

several

large-scale

research

projects

as

part

of

an

overall

research

project

entitled

'Cultural

Indicators'.

The

purpose

of

the

Cultural

Indicators

project

was

to

identify

and

track

the

'cultivated'

effects

of

television

on

viewers.

They

were

"concerned

with

the

effects

of

television

programming

(particularly

violent

programming)

on

the

attitudes

and

behaviors

of

the

American

public."

Gerbner

asserts

that

the

overall

concern

about

the

effects

of

television

on

audiences

stemmed

from

the

unprecedented

centrality

of

television

in

American

culture.

"The

theory

clearly

posits

that

the

cultivation

effect

occurs

only

after

long-term,

cumulative

exposure

to

television.

"

He

claimed

that

because

TV

contains

so

much

violence,

"people

who

spend

the

most

time

in

front

of

the

tube

develop

an

exaggerated

belief

in

a

mean

and

scary

world.

"He

posited

that

television

as

a

mass

medium

of

communication

had

formed

into

a

common

symbolic

environment

that

bound

diverse

communities

together,

socializing

people

into

standardized

roles

and

behaviors.

"Today,

the

TV

set

is

a

key

member

of

the

household,

with

virtually

unlimited

access

to

every

person

in

the

family."

He

compared

the

power

of

television

to

the

power

of

religion,

saying

that

television

was

to

modern

society

what

religion

once

was

in

earlier

times.

Cultivation

Analysis

is

a

positivistic

theory,

meaning

it

assumes

the

existence

of

objective

reality

and

value-neutral

research.

A

study

conducted

by

Jennings

Bryant

and

Dorina

Miron

(2004),

which

surveyed

almost

2,000

articles

published

in

the

three

top

mass

communication

journals

since

1956,

found

that

Cultivation

Analysis

was

the

third

most

frequently

utilized

theory,

showing

that

it

continues

to

be

one

of

the

most

popular

theories

in

mass

communication

research.

教养理论（Cultivation

Theory），又称培养理论、涵化理论、涵化假设、涵化分析，格伯纳等人认为，

在现代社会传播媒介提示的“象征性现实”

对人们认识和理解现实世界发挥着巨大的影响。

由于传播媒介的某些倾向性、人们在心目中描绘的“主观现实”

与实际存在的客观现实之间发生着很大的偏离。同时，这种影响不是短期的，而是一个长期的、潜移默化的、培养的过程，

它在不知不觉当中制约着人们的现实观。在这个意义上，格伯纳等人将这一研究称为“教养理论”。十三、

Limited-Effects

Theory

有限效果论

1.

Media

rarely

directly

influence

individuals.

2.

There

is

a

two-step

flow

of

media

influence.

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11

3.

By

the

time

most

people

become

adults,

they

have

developed

strongly

held

group

commitments

such

as

political

party

and

religious

affiliations.

These

affiliations

provide

an

effective

barrier

against

media

influence.

4.

When

media

effects

do

occur,

they

are

modest

and

isolated.

有限效果论主要观点是：大众传播没有力量直接改变受传者对事物的态度，在人们作出某种决定之际，许多其他因素起着重要的作用，其中包括个人的政治、经济、文化、心理的既有倾向受传者对信息的需求和选择性接触机制，群体归属关系和群体规范，大众传播过程中的人际影响等等。

十四、

Marshall

Mcluhan

Media

Theory

麦克卢汉的媒介理论

1.

The

extensions

of

man

Mcluhan’s

idea

that

media

literally

extend

sight,hearing,and

touch

through

time

and

space.

2.

The

Medium

Is

the

Massage

Mcluhan’s

idea

the

new

forms

of

media

transform

our

experience

of

ourselves

and

our

society

and

this

influence

is

ultimately

more

important

than

the

content

of

specific

messages.

3.

The

Global

Village

Mcluhan’s

conception

of

a

new

form

of

social

organization

emerging

as

instantaneous

electronic

media

tie

the

entire

world

into

one

great

social,

political

and

cultural

system

4.

"Hot"

and

"cool"

media

In

the

first

part

of

Understanding

Media,

McLuhan

also

stated

that

different

media

invite

different

degrees

of

participation

on

the

part

of

a

person

who

chooses

to

consume

a

medium.

Some

media,

such

as

film,

were

"hot"

-

that

is,

they

enhance

one

single

sense,

in

this

case

vision,

in

such

a

manner

that

a

person

does

not

need

to

exert

much

effort

in

filling

in

the

details

of

a

movie

image.

McLuhan

contrasted

this

with

"cool"

TV,

which

he

claimed

requires

more

effort

on

the

part

of

viewer

to

determine

meaning,

and

comics,

which

due

to

their

minimal

presentation

of

visual

detail

require

a

high

degree

of

effort

to

fill

in

details

that

the

cartoonist

may

have

intended

to

portray.

A

movie

is

thus

said

by

McLuhan

to

be

"hot",

intensifying

one

single

sense

"high

definition",

demanding

a

viewer's

attention,

and

a

comic

book

to

be

"cool"

and

"low

definition",

requiring

much

more

conscious

participation

by

the

reader

to

extract

value.

麦克卢汉的媒介理论：

（一）媒介是人体的延伸

（二）媒介即讯息

（三）热媒介与冷媒介

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11

（四）地球村

（五）对麦克卢汉媒介理论的总体评价

（一）媒介是人体的延伸

1、内容

媒介是人体感官能力的延伸和扩展:文字印刷媒介是视觉能力的延伸，广播是听觉能力的延伸，电视是视觉、听觉和触觉能力的延伸。

2、评价

（1）这个观点的提出是为了说明传播媒介对人类感觉中枢的影响，他认为媒介和社会的发展史同时也是人的感官能力由"统合——分化——再统合"的历史。

（2）麦克卢汉的"媒介即人的延伸"的观点具有重要的启发意义，但是它并不是严密的科学考察的结论，而是建立在"洞察"基础上的一种思辨性的推论。

（二）媒介即讯息

1、内容

媒介本身才是真正的讯息，也就是说，人类有了某种媒介才可能从事与之相应的传播或其他社会活动，因此真正有意义的讯息不是各个时代的传播内容，而是这个时代所使用的传播工具的性质，以及它所带来的可能性和造成的社会后果。

2、评价

意义:

（1）这是麦克卢汉对传播媒介技术在人类社会发展中的地位和作用的高度概括。

（2）强调媒体是社会发展的动力，也是区分不同社会形态的标志

缺陷:

（1）把媒介技术看作社会发展的唯一动力——极端性

（2）忽略了人的主观能动性，社会制度对它的制约——片面性，因为媒介是人创造的，人如何利用和控制媒介，媒介的社会占有结构，所有制关系如何，也反过来规定媒介活动的特点和作用性质。（三）热媒介与冷媒介

1、含义

（1）热媒介:传递的信息明确清晰，接受者无须动员更多的感官和思维活动就能理解，它本身就是"热的"，如照片、广播、电影等。需要受众参与其中的程度低

（2）冷媒介:提供给受众的讯息模糊、不充分，需要受众予以补充、联想，受众参与其中的程度高，如漫画、电视、电话等。

2、评价

麦克卢汉主张将媒介这样划分，是为说明正确运用它的重要，给人以启示。各种媒介作用于人的方式不同，引起的心理行为反应也各具特点，对媒介的研究应把这些因素考虑在内，但是这种分类的确有些牵强而且似是而非。四）地球村

1、内容:

在自然社会，口语是主要以传播媒介，人的交往受距离的限制，文学印刷媒介产生后，人类由"耳朵的社会"进入"眼睛的社会"人与人之间联系变得疏远。电子媒介的出现与普及改变了这种状况，它们以接近于实时的传播速度和强烈的现场感、目击感把遥远的世界拉得很近，，人与人之间的距离感觉上大大缩短，于是整个世界变成一个"地球村"，任何国家和社会都是村庄的一部分。

2、影响

地球村的出现和发展给人类社会带来极大影响，人与人，社会与社会，国家与国家的相互依赖性及关系的密切程度大大增强，经社交等社会结构要素的形态发生了前所未有的变化。

（五）对麦克卢汉媒介理论的总体评价

1、意义

（1）他的理论有独到的见解，他将媒介的概念扩大，不仅指大众传播和人际传播的媒介，而且包括人际互动的所有介质。

（2）他将媒介置于一个广阔的社会，历史情境中研究。因此其媒介分析有了高度和纵深的品质。开拓了从媒介技术出发观察人类社会发展的视角，并强调了媒介技术的社会历史作用。

（3）他的这些认识角度和方式开拓了媒介研究的眼界与范围，也使人们真正看到媒介作为客观存在自身的价值和作用。

（4）关于地球村的预言也符合当前世界的发展趋势。

2、局限

（1）只强调媒介工具和技术的巨大能动性，把媒介技术视为社会发展和变革的唯一决定因素，忽略了其他复杂社会因素的作用。

（2）忽略了人的主体性和主观能动性，人仿佛成为媒介主宰的对象。

（3）忽视媒介具体内容，对冷热媒介划分过于牵强

（4）全部依据都集中在媒介工具对中枢感觉系统的影响上，由此解释的人类行为也是片面的。冷媒介和热媒介Ahotmediumisonethatextendonesinglesensein“highdefinition“Highdefinitionisthestateofbeingwellfilledwithdate.And,hotmediadonotleavesomuchtobefilledorincompletedbytheaudience,namly,lowinparticipation,suchasradia,moive.Bycontrast,acoldmediunislowdedinitionanditgivesaamountofinformation,there,coolmediaarehighinparticipationorcompletionbyaudience.forexample,aphoto,thereistoolittleinformationtounderstand.2两级传播.two-stepflowofcommunicationInsimplewords,itcanbedrawn”mediasource—opinionleaders---generalpopulation.”whentheopinionleadersadoptedthatfrommedia,thus,changeshadhappenedonthepupulace.thissuggeststhatideasofenflowfromtotheopinionleadersandfromthemthelessactivesectionofthepopulation.Toillustrateit,I’llgiveanexample:AmanisgoingtovoteAforpredisent,buthisfriendstronglyrecommendedB,what’smore,hisfriendlistsmanyreasonsthatfrommedia,atlast,themanchoosedB.Thevotingcourseisthetwo-stepflowofcommunication.3.意见领袖opinionleadershipTheopinionleadershipplaydaspecialroleinthenetworkofpersonalrelationgships,theyengagedinpoliticaldissionmuchmorethantherestoftherespondents.oillustrateit,I’llgiveanexample:AmanisgoingtovoteAforpredisent,buthisfriendstronglyrecommendedB,what’smore,hisfriendlistsmanyreasonsthatfrommedia,atlast,themanchoosedB.Inthiscourse,thefriendistheopinionleadership.3.Threehypothetialpositions①．Thefirsthypothetialpositionisthedominant-hegemonicposition,stateinanotherway,whentheviewertakestheconnotedmeaningfromamedium,thedecodesthemessageintermsofthereferencecodeinwhichithasbeenecoded,wemightsaytheviewerisoperatinginsidethedominantcode.②.Thesecondisnegotiatedcode.simply,corporatedecodings,decodingwithinthenegotiatedversioncontainsamixtureofadaptiveandoppositionalelements.what’smore,negotiatedcodesoperatethroughparticularorsituatedlogics.③.Thethirdisoppositionalcode.Asweallknow,itispossibleforaviwerperfectlytounderstandthemeaninggivenbyadiscoursebuttodecodethemessageinagloballycontraryway.Viwersdetotalizedthemessageinthepreferredcodeinordertoretotalizethemessage.4.Ecodinganddecoding编码和译码Ecodingisthatthemediaexpresstheirideasthroughconstructingsomeofthelimitsandparameters.Itcanattemptto”pre-let”butcan’tprescibeorguarantee.Dedodinghasitsownconditionsofexistence.Theaudienceunde