Setting议题设置.ppt

1、Agenda Setting议题设置,基本概念 媒体议题与公众议题 受众认知与媒体策略 把关人与议程设置,Agenda Setting议题设置,By saying the media have an impact on agenda setting, we mean that they have the ability to choose and emphasize certain topics which can cause the public to perceive these issues as important. So far, the research suggests: 原因与

2、效果的相关性仍然还不清楚 Cause and effect relationships are still unclear. 结论可以随研究媒介而变化 The results can hinge on the medium being studied. 潜在的话题可以影响议题设置 Topic covered can influence agenda setting. 个人对话题的经验将会影响结论 A persons experience with topic will influence results.,Agenda Setting (Cont)议题设置（续）,An agenda-setti

3、ng effect can also be influenced by other factors, such as a persons interest in and experience with the topic, his age, education, and political involvement 议题设置效果也会受到其他因素诸如个人兴趣爱好、经验.涉及话题、年龄、教育和政治等因素 Agenda research has two general fields of study: 议程研究有两个一般性的研究领域,Agenda Setting （cont.） 议题设置(续),Fra

4、ming, how topics are treated by the media 选题，话题如何被媒介制造 Agenda building, examines how media build their agenda of newsworthy items 议题建构，检测媒介建构有新闻价值的议题,Agenda Setting （cont.） 议题设置(续),Methodology方法 Step 1: Identify predominant themes and messages 第一步：确立主题与讯息 Step 2: Examine what viewers absorb from hea

5、vy exposure to TV. Viewers respond to questionnaires with “real world” or “TV world” answers 第二步 检测观众从深度接触电视中吸收了什么 观众对问卷中涉及“现实世界”与“电视创造的世界”相关问题选项所做的反应。,Agenda Setting(Cont)议题设置（续）,Models of Agenda Setting 议题设置模式： 1. Awareness model 0/1 知晓模式 2. Salience model 0/1/2 显著模式 3. Priorities model 0/1/2.N 优先

6、模式,新强大效果论（强大效果再论证）New powerful effects theory(Rethinking of the powerful effects),The silence of spiral 沉默的螺旋 Band-wagon-effect 乐队花车效应,新强大效果论(续) New powerful effects theory （cont）,大众传播的三个特性 一致性homogeneity （大众传媒的内容是同质的，同时影响形成一致意见） 累积性cumulation（媒介长期影响） 普遍性catholicity（人们判断周边意见环境，主要来自社会群体和大众传媒）,新强大效果论(

7、续) New powerful effects theory （cont）,理论假设 1、社会孤立、威胁有不同意见的个人 2、人们经常会体验被孤立的恐惧 3、这种对孤立的恐惧使得人们经常试图评估意见气候 4、这种估计的结果，会影响人们在公开场合的行为,Chapter 8 Social Effects of Mass Communication 大众传播的社会效果,知沟理论（Knowledge gap ）,Tichenor, Donohue inconclusive results, but Congress mandates new TV rating system and use of “V

8、” chip,Impact of Televised Violence电视暴力的影响,A representative summary of research findings might conclude: Evidence indicates that theres a significant correlation between viewing violent TV shows and day-to-day aggressive behavior. Nevertheless, a relationship is not necessarily evidence of a cause a

9、nd effect. In 1986, a five-country panel study research project came to two conclusions about TV violence, children, and aggressive behavior: relationship between viewing violence and aggression is weak theres a circularity in causation. Viewing violent TV caused some children to become more aggress

10、ive, and being aggressive caused them to watch more violent TV,Experimental Results实验结果,Catharsis Theory (Aristotle)亚里斯多德的宣泄理论 watching violence purges the urge to be violent Stimulation Theory 刺激理论 watching violence stimulates you to be more violent Banduras Experiment 班都拉的实验 watching violence may

11、not cause violent behavior, but it may well encourage it,Experimental Results (Cont),Factors that could complicate lab and field research age, sex length and type of violent media content people with whom the subject watches the media social class, family history, economic background real-world infl

12、uences (field experiments) What Can We Conclude? Study threads suggest that watching television violence does increase aggressive tendencies; but while the effects may be small, theyre not necessarily trivial,Encouraging Prosocial Behavior鼓励亲社会行为,亲社会行为Prosocial Behavior: cooperation, sharing, self-c

13、ontrol, etc. 形成自我控制Developing Self-Control: data shows films, TV shows can affect childs self-control 合作共享和互助Cooperation, Sharing, and Helping: data shows kids willing to imitate cooperative, generous, and helping behavior they see portrayed in films or TV 调查资料Survey Data: data suggests children do

14、perceive prosocial messages within a film or TV show, but two studies found little relationship between viewing prosocial messages and actually transferring those actions into everyday behavior,Other Behavioral Effects 其他行为效果,Political Behavior 政治行为 voter turn out studies投票者转变研究 negative political a

15、dvertising负面政治宣传 effects on voter choices 投票者选择的效果 the difficulty of candidate conversion候选人转变的困难 reinforcement增强 crystallization结晶化,Other Behavioral Effects 其他行为效果,Political Behavior 政治行为 Presidential debates and public impact 总统辩论及其公共影响 TV and political behavior of politicians 电视与政治家的行为,Obscenity

16、and Pornography淫秽色情内容的社会影响,Studies here vary widely, often more because of the prevailing political climate rather than the empirical evidence itself. A 1960s study suggested pornography was more or less limited to middle-age, middle-class men, no evidence that it resulted in antisocial behavior, wa

17、s actually a “healthy” pursuit, and that all laws against distributing pornography be repealed. By contrast, a 1980s study concluded pornography should be curtailed, that it was linked to aggressive behavior, and that there was a link between it and a growing callousness toward women.,Research on th

18、e Social Effectsof the Internet互联网的社会效果研究,Does Internet use have an effect on other media? Is there a link between heavy Internet use and a users social involvement? Can heavy Internet use turn into an addiction?,The Future of Communication and Its Impact on Society传播的未来与他的社会影响,Any discussion about the future is, by definition, specul