① Short-term expected effect. ② Short-term unexpected effects. ③ Long-term expected effect. ④ Long-term unexpected effects.
50. The social effect of mass communication has three levels: ① Environmental cognitive effect. ② Value formation and maintenance effect. ③ Demonstration effect of social behavior.
1. Communication process: Communication process refers to the social process in which information sent by mass media "flows" to the communication target through various intermediate links. Representative achievements include People's Choice by lazarsfeld and others, Interpersonal Influence by Katz and Innovation and Popularization by Rogers.
2. Existing political inclination: people's existing political attitude before contacting the media for publicity. IPP index. Lazarsfeld and others suggested that when people make decisions on political issues, such decisions do not depend on temporary political propaganda and mass communication, but basically depend on people's existing and current political attitudes.
3. Selective exposure: the audience does not treat any content indiscriminately, but prefers to "choose" those contents that are consistent or close to their existing positions and attitudes; This selective exposure behavior is more likely to strengthen their original attitude, rather than lead to their change.
4. Opinion leaders: In the process of people making decisions, some people exert personal influence on them.
5. Two-level communication: the influence of mass communication does not directly "flow" to the general audience, but through the intermediate link of opinion leaders, that is, "mass communication → opinion leaders → general audience".
6. Persuasion effect research: The change of the receiver's attitude towards the communicator's persuasion intention is a "pure effect".
7. People's choice
8, the credibility of the source effect. Communicators decide the content of information, but from the perspective of propaganda or persuasion, different communicators accept it to different degrees. People should first judge the authenticity and value of information according to the credibility of the communicator itself. Credibility includes two elements: one is the credibility of the communicator, and the other is the professional authority. The concept of "credibility effect" shows that for communicators, establishing a good image and winning the trust of the audience is the premise to improve the communication effect.
9. "Hibernation effect".
10, "one-sided prompt" and "two-sided prompt".
Immune effects of 1 1 and "double-sided prompt". Ramstein believes that because of the "explanation" of opposing views, "double-sided prompt" can make people have strong resistance to the propaganda of opposing views in the future, just like vaccination in advance.
12, "expressing the conclusion" and "integrating the viewpoint into the material": expressing the conclusion is to make the viewpoint clear and easy for readers to understand, but it is easy to arouse readers' disgust. Not making a clear conclusion will give readers a feeling that the conclusion comes from themselves. This method often blurs the main idea of the article and increases the difficulty of understanding.
13, "Appeal to reason" and "Appeal to emotion": How to "impress" the target is also an important factor affecting communication when conducting persuasive communication activities. There are two ways: first, by calmly putting facts and reasoning; One is to infect each other by creating a post-atmosphere or using emotional words.
14, alarm effect: using the method of "knocking the alarm bell", arouse people's crisis consciousness and nervous psychology, and promote their attitude and behavior to change in a certain direction. "Knocking the alarm bell" has dual functions: (1) attracting people's attention and promoting their contact with specific communication content; (2) It urges people to take corresponding actions quickly. But "ringing the alarm bell" will bring some psychological discomfort to the object and easily lead to spontaneous defensive reactions. Therefore, "knocking the alarm bell" must be measured and realistic.
15, mimetic environment (Lippmann's public opinion)
16, janitor (Kurt? Luin)
17, the spread effect of magic bullet theory and subcutaneous injection theory
18, Two-level Communication Theory (People's Choice in lazarsfeld)
19, spiral of silence (Neumann)
20, cultural analysis or numerical analysis
2 1, the media is a message.
22. Spokesman of power: Altschul said in the book "The Media of Power" that the news media has a natural political attribute, which is a tool used by the ruling class to maintain the existing system and a means to implement social control. This book comments on the main differences between liberalism theory and social responsibility theory. In other words, the liberalism theory holds that the news media should be completely unrestricted, while the social responsibility theory realizes that unrestricted freedom will bring danger.
23. innis and Pozmann's Media Philosophy
24. Global Village
25. The media is an extension of the human body; This is a concept put forward by McLuhan in Understanding Media: Extension of Man. He believes that the media is an extension or expansion of people's sensory ability.
Print media is an extension of vision, broadcasting is an extension of hearing, and television is a comprehensive extension of audio-visual perception. The use of each medium will change people's sense of balance and produce different psychological effects and ways of understanding and responding to the outside world. This view shows that different media have different social influences, but it is not the conclusion of rigorous scientific investigation, but a speculative inference based on "insight".
26. "Hot media" and "cold media" are two concepts put forward by McLuhan in media classification.
The information transmitted by "hot media" is clear and clear, and the receiver can understand it without using more sensory and thinking activities. The information transmitted by "cold media" is few and vague, and more sensory and thinking activities are needed in understanding.
For example, a photo is clear, but the image in the cartoon is vague, which requires people to associate and think. The former belongs to "hot medium" and the latter belongs to "cold medium".
The classification of "hot media" and "cold media" itself does not have much scientific and practical value. What is important is the enlightenment it gives us: different media act on people in different ways and produce different psychological and behavioral reactions, so we should take these factors into account when studying media.
27. "TV people"
This is a concept put forward by Japanese scholar Lin Xiong Jiro after comparing the two generations who completed the socialization process in the print media environment and the television media environment, emphasizing the great influence of television on the socialization process of modern people, which is a summary of the behavioral characteristics of modern people.
"TV people" refers to a generation that was born and grew up with the popularity of TV. They grew up in the sensory stimulation environment of TV pictures and audio, and they are "feeling people" who pay attention to feeling, which is in sharp contrast to their parents' behavior of paying attention to rationality and logical thinking when they grew up in the print media environment.
At the same time, because watching TV is carried out in the narrow space with the back of the sofa facing the screen, this closed environment lacking real social interaction makes most of them develop a withdrawn, introverted and self-centered character with a weak sense of social responsibility.
28. "Container Man" is a concept used by Japanese scholar Nakano to describe the behavioral characteristics of modern people.
He believes that the inner world of modern Japanese, which grew up in the media environment dominated by mass communication, especially TV, is similar to a "pot-shaped" container and is isolated and closed; In order to get rid of loneliness, "container people" also want to get in touch with others, but this kind of contact is only the collision of the outer wall of the container, and they can't go deep into each other's inner world, because they don't want each other to go deep into their inner world, so keeping a certain distance has become the best choice for interpersonal relationships.
"Container people" pay attention to the freedom of self-will, do not agree with any external coercion and authority, but are easily influenced by mass media. Their behavior is also like a TV screen that constantly switches lenses, trying to get rid of the shackles of daily triviality and pursue the transfer of psychological space and the leap of physical space.
This concept emphasizes the influence of mass media such as television on individual socialization and personality formation.
29. "Media dependence"
This is a social pathological phenomenon of modern people, which is manifested as: excessive addiction to media contact, unable to extricate themselves; The choice of value and behavior must be based on the media; Satisfied with virtual socialization in the media, avoiding real socialization; Loneliness, autistic social character and so on.
"Heterosexualism" is a critical view of Japanese scholar Sato Yi on the influence of TV media on social values and consumer culture.
He believes that television itself is the object of people's desire, and it is also the medium to arouse and trigger people's new desires. It presents the attractive commodity world to people with bright colors, images and rich artistic conception, which directly stimulates their possessiveness and hedonism for these commodities.
In this way, although there are still differences in class or income in Japanese society, there is a unified tendency to pursue luxury, and in this process, Japanese values have also changed, from hard work, thrift and dedication to society to individualistic enjoyment and "lust" values. Sato Yi called this phenomenon "heteronomy lust" and believed that it was this media-induced lust that led to Japanese selfishness.
3 1, "Electronic Utopia"
This view places unconditional optimism on the development of media technology, and holds that the new communication technology will surely bring mankind into an ideal country with high freedom, democracy and equality.
The idea of "electronic utopia" is based on the expectation of some technical characteristics of new media. For example, some scholars believe that the two-way nature of electronic communication network makes everyone both a communicator and a receiver, which will change the situation that the traditional mass communication process is dominated by communicators and make the communication process more equal, which will inevitably bring about equality in social relations; Some scholars believe that new media technology will guarantee everyone's right and opportunity to express their opinions independently and form a "real free opinion market". However, pure technical possibility does not necessarily guarantee the emergence of an ideal social form, but requires more complicated social conditions.
32.media
Media has two meanings: first, it refers to the tools and means of transmitting information, such as telephone, computer and its network, newspapers, radio, television and other media related to communication technology; Second, it refers to organizations or institutions engaged in information collection, selection, processing, production and transmission, such as newspapers, radio stations and television stations.
These two aspects are important contents of communication science. On the one hand, how the developed media as a technical means determines the speed, scope and efficiency of social communication; On the other hand, the system, ownership, ideology and cultural background of the media as an organization determine the content and tendency of social communication.
33. "gatekeeper"
"Gatekeeper" is a concept put forward by Lei Wen, one of the four founders of communication studies, when he studied the information circulation channels in groups. In 1950s, White applied this concept to news research, and put forward a "gatekeeper" process model of news communication. In White's view, the news media's reporting activity is not, and cannot be, "what you hear must be recorded", but a process of screening and processing many news materials. In this process, the media has formed a gateway, and only a few news or information are passed on to the audience through this gateway.
"gatekeeper" can refer to individuals, such as sources, journalists, editors, etc. Or media organizations.
34. The determinism of media technology is a criticism of McLuhan's media theory.
Mcluhan believes that media is the basic driving force of social development and a symbol to distinguish different social forms. In primitive society, spoken language was the main medium. Due to the physical limitation of hearing, people have to live in small tribal groups and keep close contact with each other. After the appearance of written and printed media, human beings have changed from a society with ears to a society with eyes. Because communication is no longer based on the proximity of physical space, the relationship between people has become alienated and tribal society has disintegrated. The popularity of electronic media, especially television, has changed this situation again. They have brought the distant world closer and the distance between people has been greatly shortened. Therefore, human beings have been tribalized again on a larger scale, and the whole world has become a new "global village".
Mcluhan emphasized the role of media in the development and evolution of human society, which is undoubtedly correct. However, he regards media technology as the only driving force of social development, which makes his theory extreme and one-sided; On the other hand, because the media is created and used by people, how people use and control the media, the social possession structure and ownership relationship of the media, in turn, also stipulate the characteristics and functional nature of media activities.
Mcluhan only emphasized the great initiative of the media, but did not see the restrictive side of social system and ownership form, so his view was one-sided.
35. The integration of media functions refers to the development trend of single-function media to comprehensive function media, that is, the trend of multimedia.
Traditional media are mostly single-function media, such as books, newspapers and audio media. The multimedia produced by the integration of media functions has very rich functions, such as a multimedia computer integrating text, image, sound, data storage, processing, two-way communication, network and other functions. The emergence and popularization of multimedia has greatly improved the communication efficiency of human beings, which is a revolutionary event in the history of media development.
36. Communication control is one of the research fields of media internal control.
It mainly includes two aspects: first, it refers to the media's control over the collection, selection, processing and reporting process of news or information through organizational system and reporting policy; Second, the media regulate communication activities and the professional behavior of communication workers by formulating professional discipline or moral standards.
As far as the former is concerned, any media has its political, economic and ideological tendencies, and all serve certain interests. This tendency is usually reflected in the media's reporting policy, and the "gatekeeper" activity carried out according to the reporting policy reflects the control of the news and information dissemination process within the media organization. As for the latter, because the media is an organization providing news information services, only by independently regulating communication activities and the behavior of communicators can we maintain the credibility of the media, win a wide audience and improve the communication effect. Therefore, media self-discipline is also an important aspect of internal control.
37. Empirical School of Communication: The research focuses on experience and demonstration. However, it (1) overemphasizes micro-research; ② Over-reliance on quantitative methods; Many people stand in the position of maintaining the current system.
38. School of Communication Criticism: It pays attention to the macro-study of the relationship between communication and social system, political and economic structure, and holds a severe critical attitude towards the government and communication under the capitalist system.
39. "V-chip": According to the Telecommunications Law of1996, TVs larger than 13 inch must be built with a "V-chip" capable of receiving program rating signals, and programs containing harmful content can be automatically deleted through the function of the V-chip.
40. Hacker: By deciphering other people's communication codes, breaking into the latter's web pages without authorization and tampering with them, resulting in harassing attacks on the latter or stealing information online.
4 1. Digitalization: Digital technology relative to analog technology, and the resulting digital products and future digital age.
42.MSNBC: Microsoft Corporation and NBC jointly established Microsoft -NBC TV Station, a cable channel that established its own website on the Internet.
43. The "criticism" of the critical school: ① Critically expose and analyze the irrational and alienated communication phenomenon today; ② Denying, criticizing and sublating the traditional commercial, practical and empirical theories.
One-sided people: Marcuse pointed out in One-sided People that the developed industrial society has become a one-sided society, in which only one-sided people with one-sided thinking are active. One-sided people only know material enjoyment and lose spiritual pursuit, only have material desire without soul, only succumb to reality and cannot criticize. That is, simply accept the reality, blindly affirm the reality, and completely integrate yourself into the reality.
45. Lukacs's "totality" method: All critical schools have directly or indirectly inherited Lukacs's "totality" method, showing Lukacs' tendency of "longing for totality". According to the holistic approach, the whole is not a simple addition of parts, and commercialization contains something that some parts don't have. Only by looking at communication from the perspective of the whole can we gain insight into its internal historical relationship. As Marx emphasized, only the whole is concrete and realistic.
Materialization: Lukacs pointed out that materialization is an inevitable direct reality for everyone living in a capitalist society, and its most concentrated expression is commodity fetishism.
47. Gramsci's cultural hegemony. Cultural hegemony means that besides relying on violence to maintain social political and economic order, rulers must also have ideological leadership, which leads to the obedience and satisfaction of the ruled in psychological concepts, and this leadership can only be based on the same belief of the ruler and the ruled, that is, the unified ideology.
48. Ideology: People are bound by fantasy, and it is difficult to give a correct answer to the question of survival. Fromm believes that this fantasy is caused by "ideology". The function of ideology is: ① to create and spread all kinds of fantasies and myths, so as to drown people's thoughts in them; (2) Introduce the present truth into the unconscious to prevent people from perceiving the truth.
49. Pluralism: Pluralism is the opposite of Marxist class view. It does not recognize the existence of class and class opposition in capitalist society, and thinks that capitalist society is composed of various social groups and individuals. In a pluralistic society, what plays a decisive role is the * * * agreement of social members on certain social values and norms, that is, the so-called "extensive social agreement", and the mass media is nothing more than its reflection and performance.
Hall pointed out that pluralism is a hypocritical scam, which covers up the "centralized monopoly of economic capital and political power and the huge inequality in the distribution of material wealth and spiritual wealth caused by it" in developed countries. "Broad social consensus" is just an artificial fiction and a beautiful fairy tale woven by mass media. Mass media is not the reflection and embodiment of the so-called "social desirability". The media not only passively transmits news and information, but actively engages in some conscious indoctrination activities, which plays an important role in the production and reproduction of ideological content.
50. "Social filter": Fromm allows any practical experience or experience from life to pass the "social filter" before rising to the level of consciousness. He divided social filters into three aspects: language, logic and social taboos.
5 1. consumer sovereignty theory: the traditional school regards consumer sovereignty as the trump card and excludes the important proposition of "control". It is claimed that profit is the primary purpose of the media, and the "audience" who consumes information naturally has "supreme sovereignty" over the mass communication enterprises that produce "information". Based on the basic fact that most of the media's income comes from advertisements rather than ordinary audiences, critics believe that the will of advertisers plays a decisive role in the content of communication, and the so-called audience sovereignty is invalid.
52. Alienation: It is a social phenomenon that people's material production and spiritual production and their products become alien forces separated from and opposed to producers, and then dominate producers. Frankfurt School believes that Marx's alienation theory sees more alienation in the production process and ignores the consumption process that has been alienated in today's era.
53. Pop culture: Pop culture includes pop songs, best-sellers and movies, and is a derivative of capitalist civilization. In essence, mass culture is consistent with the alienation law of the whole society and constitutes an integral part of the alienation system. The culture here is no longer marked as the objectification of creative human life, but only the elimination of individuality. Pop music and the whole popular culture drain people's lives with mechanical rhythm and standardized mode, which makes people insane in completely passive acceptance.
54. Frankfurt School: Frankfurt School has always regarded itself as the successor of Marx's critical theory and its own theory as a direct continuation of Marx's critical theory. Hawke Hamo, a professor of philosophy at Frankfurt University, has recruited a large number of like-minded and knowledgeable talents since he became the director of the Institute. The representatives are Marcuse and Adorno. 1932, Hawke Hammer founded the special issue of the Institute, Journal of Social Studies. From this standpoint, a group of young thinkers who are full of disgust and indignation at the ugly civilization of capitalism launched a comprehensive analysis and profound criticism of social reality with cold words. The name "Frankfurt School" came from this. Although Frankfurt School was formed before World War II, it was not until the mid-1960s that it became famous because of Marcuse's role, and Marcuse became the most 1. Marcuse: the representative of Frankfurt School. After World War II, Marcuse stayed in the United States. In the sixties and seventies, when the western young students' choice movement was surging, he was regarded as the ideological mentor and spiritual leader of the new left. People even call him the "three M's" of Marx and Mao Zedong. Although the Frankfurt School was formed before World War II, it was not until the mid-1960s that Marcuse became famous for his role, and Marcuse became the "most famous" figure in the Frankfurt School.
2. Hawk Hammer: philosopher, professor of philosophy at Frankfurt University. As the director of the institute, he recruited a large number of like-minded and knowledgeable talents. 1932, the special issue of the college, Journal of Social Studies, was founded, and the Frankfurt School emerged. 1937, Hawke Hammer published a paper "Traditional Theory and Critical Theory" which laid the ideological foundation for Frankfurt School in the Journal of Social Studies. He pointed out: critical theory is opposite to traditional theory. The essential differences between them are as follows: ① The traditional theory puts itself in the existing society to help the social reproduction process; Critical theory puts itself out of the established order and aims to overthrow this social reproduction process. (2) The traditional theory always starts from the established facts, and through empirical research, it draws a submissive conclusion that is in harmony with the existing social order; (3) and critical theory is to destroy the first.
All established and factual things prove that they are untrue and go against human nature. Therefore, critical theory appears as a negative theory, while traditional theory appears as a positive theory.
Critical theory is firstly manifested as a position, and secondly as a concrete theory.
3. Knowledge gap: 1970, American communication scientist Ticino concluded that because people with high socioeconomic status usually get information faster than those with low socioeconomic status, the more information the mass media transmits, the greater the knowledge gap between them.
4. Upper bound effect: Liu Mengjie and Klein put forward the "upper bound effect" in 1977. The viewpoint is that people's pursuit of specific knowledge is not endless. After reaching a certain "upper limit", the increase of knowledge will slow down or even stop. People with high socioeconomic status acquire knowledge quickly, and their "upper limit" comes early; Although those with low economic status are slow to grow and learn, with the passage of time, they can finally catch up with the former at the "upper limit".
5. Mainstreaming: Gerbner and others believe that the "training effect" of the media is mainly manifested in the "mainstream" of contemporary social views and realistic views, while TV media plays a powerful role in the process of "mainstream formation", which can overload different social attributes and widely "cultivate" people's impressions of society.
6. Cultivation theory: also known as cultivation analysis or enlightenment analysis and acculturation analysis. Gerbner and others believe that the "symbolic reality" suggested by the media in modern society has a great influence on people's understanding and understanding of the real world. Due to some tendencies of the media, there is a great deviation between the "subjective truth" described in people's minds and the actual objective truth. At the same time, this influence is not short-term, but a long-term, subtle and subtle process, which unconsciously restricts people's view of reality. In this sense, Wagner and others call this kind of research "cultivation analysis". There are three aspects in peripheral research: ① institutional analysis. ② Information system analysis. ③ Cultural analysis.
7. Information society: refers to a society in which information becomes as important or even more important as material and energy, and the politics, economy and culture of the whole society develop with information as the core value.
8. Information explosion: refers to the increase in the absolute amount of social information brought about by the development of media, which is mainly reflected in the phenomenon that the amount of information owned by human beings increases rapidly at the speed of exponential function, and the doubling time period is getting shorter and shorter. The direct result of the information explosion is that the flood of information generated by it impacts the politics, economy and culture of society with unprecedented strength, changes the structure and form of human society and promotes the arrival of the information society.
9. Information superhighway: it is a high-speed and large-capacity optical cable network and information system project. It is a multimedia double-ring information system that integrates broadcasting, television, telephone, fax, electronic post, electronic publishing, computer communication and other information media, and comprehensively processes and transmits sound, image, text and data.