Expand the introduction overview
2007-06-09
Journal of Suzhou University (Gao Gang, 0890)
First of all, the nature and purpose of the course
Communication Studies is a required course of journalism in the self-study exam of higher education in Jiangsu Province. It is a professional candidate who studies news interview, news history and a professional theoretical course based on the after-school theory of Introduction to Radio and Television. The theory is speculative. declining
The study of this course can broaden the news horizon, think positively, change our old ideas about news, acquired phenomenon, news and communication, and analyze new methods.
Through the study of this course, candidates are required to master the basic concepts and theoretical premise of public communication, flexibly use professional theoretical knowledge, analyze some phenomena of journalists and communication problems, and engage in audience survey and influence analysis of newspapers, radio and television.
Second, the course content and assessment objectives
Company Profile: Research object, history, methods and present situation of modern communication.
First of all, the course content
What is communication? Communication studies people's knowledge, the relationship between people, people's groups, organizations and society, how to influence news, news and knowledge, and how to teach people how to entertain people. "(Shi Lamu) Communication is the law that studies all human communication behaviors, the occurrence of communication, the development of knowledge, communication and the social function of communication. It uses the research methods of behavioral science, system theory, information theory, cybernetics and social information exchange, especially in mass communication and interpersonal communication.
Communication originated in the United States for 30-40 years, and then gradually spread to Europe and Asia. It has a history of over 50 years. After the end of World War II, under the influence of the first two stages and one stage after World War II, the "New Three Theories" developed rapidly, with the emergence of famous scholars such as lasswell, lazarsfeld, Lu Yin, hovland and Shi Lamu, and many new theoretical viewpoints and academic schools. Communication started from the earliest theories of politics, sociology, psychology, journalism and other disciplines, and gradually formed its own system after 50 years, especially in the later period, under the influence of the rapid development of information theory, system theory, cybernetics and communication theory, it has been spreading in the traditional five aspects, namely, the communicator as the main body of communication, the audience-oriented communication, the content and information communication, and the media. After the overthrow of the 5W research system in lasswell, people found that the research involved a wide range of communication fields, including the original 5W content in lasswell, controlled communication, communication and social development, international communication, globalization and other issues in recent years. The scale of communication science is constantly expanding and enriching.
Empiricism and school criticism. The spread of empirical school is defined as behavior. Broadly speaking, it analyzes social phenomena through empirical methods. Specifically, the social science school, that is, the positivist school, adopts an empirical method, which can be used quantitatively, observed and measured, and can be used to study, summarize and discover frequent phenomena or communication behaviors. Genre is objective and repeatable. Critical school is the rise of a school. The combination of empirical research and speculative research of modern European research school will focus on the following aspects: the relationship between communication system and social stratum, the relationship between mass communication and mass culture; Audience, Frankfurt School, British Cultural Studies School, Political Economy School, Toronto Communication Effect. School.
The research paradigm of communication science: interpretation paradigm and criticism paradigm.
The basic research methods of communication are mostly for reference, which are divided into empirical methods and key methods from sociology, psychology and political science. Traditional communication methods: content analysis, field investigation and control experiment.
Communication Studies In the early 1980s, China introduced western theories from the beginning and established his own theoretical system. Its history won't be long. With the advent of the information society, the study of communication becomes more and more important, which is the development trend of communication.
2. Evaluation requirements
(A) the basic concept of communication br Memory: the basic connotation of communication
Understanding: some characteristics of communication.
(2) The research object, history and present situation of communication.
The task of memory: the present situation of communication research object, task and historical formation
Five communication pioneers: Raza litchfield, lasswell, hovland, Lewin and Shi Lamu.
Understanding: the particularity of communication science
(c) School of Communication Studies
Memory: communication between several schools
Understanding: the characteristics of empirical school
Characteristics of critical school
(D) Understanding of communication research paradigms: There are various communication research paradigms.
(E) Communication research methods
Memory: several ways of communication
Understanding: Eight Steps of Spreading Empirical Research
trait
Main contents and characteristics of control experiment method
Application: master several methods of audience research and effect research.
(6) Communication and news comparison
Memorization: the characteristics of communication, research and news.
Understanding: Chapter 1: Two different basic principles of interpersonal communication.
course content
The first communication is one of the most important activities in human life. Only humans come from the earth. Human space exploration has not stopped propaganda activities in the long history of human development. Gearbox is a common phenomenon in the material world and does not spread to the world. Communication is the basic material for human beings to survive in the world, so as to maintain human life and active life. Shi Lamu said that humans spread the rest. Master of communication, the formation of social communication tools is the main symbol that distinguishes human beings from other animals. In the communication generation, scholars from all over the world have passed on more than 20 definitions of 120, namely, enjoyment, persuasion, reflection, communication and interaction.
Dissemination Section II Semantics and Semiotics
Spread spectrum signals and symbols. The state of information about what a signal is, what it is, and whether it exists. Complex phenomena are characterized by simple methods, so it is necessary to understand that the content and signal of a simpler and easier-to-understand content are in one-to-one correspondence. If there is any change, the range of change will be narrow.
Symbol is the basic element of human communication and the relationship between single communication participants, which means that the existence of a symbol is not only something, but also a condition for its existence, and it also makes a concept a dominant object. Saussure's symbol is very different from the concept that symbolizes Pierce's point of view. Saussure's symbol system must be meaningful. The basic structure of a formal system with more than two symbols and binary opposition pairs. Pierce symbols are divided into three types: images, symbols, signs, symbols and indicator symbols.
A symbol is a common symbol shared by some members of society. It usually refers to the object, not the complete meaning. Linguistic symbols and nonverbal symbols.
Symbol extension: refers to the expression of symbols through the relationship between concepts and objects. More objective
Symbol connotation: the relationship between symbol and concept evaluation. Usually influenced by emotional and subjective factors.
There is a difference between symbols and signals. The essential difference between humans and animals. Signal activity is generally only in a fixed time and space, combined with specific objective things. If you leave the specific situation here, now, the signal becomes meaningless. This symbol has the power to transcend time and space. The symbols created by human beings can play a role in a wide range of time and space. Signals can be mastered by biological inheritance, while symbols are only used in social life. Another difference between mastering and using them is/> symbol and signal symbol. The signals that can be expressed cannot be expressed abstractly by various properties, characteristics and ranges that can be used to represent the appearance of things. Symbols have signals and cannot have abstract ability.
Theoretical Significance and Social Communication
1, Symbolic theoretical significance: Symbolizing the shape of objective things, symbolic research is used to describe the interpretation of symbolic meaning of things in people's minds.
The most important aspect of the theory of empirical meaning is the relationship between language and experience.
Meaning theory of language: what is the answer to the meaning of the language actually used?
Section 3 Basic Elements of Communication
Basic elements: in the case of communication, the information transmission channels of communicators and those people, system coding and decoding, noise, capacity and operation experience, feedback and communication results.
Communication methods: oral communication, text communication and non-verbal communication.
The fourth quarter the spread of Aristotle's model
2 lasswell model
3. Shannon-Weaver mode, osgood-Shi Lamu mode and dance mode.
4. Gebner mode
ABX mode, "balanced" mode and interactive mode
6. Willie McClane communication mode
Li Chen Lifu's Sociological Model of Women
8 Malai Bratzke's model of mass communication process
2 Evaluation requirements
(A) What is communication
& gt memory:
Understanding: various definitions.
(B) Communication and semiotics research
Memory: the meaning of symbols, the symbolic theory of extended meaning, the basic concept theory of experience transmission, and the meaning theory of the language used; General characteristics of language
I see:
(3) The basic elements of communication and memory of communication mode: the information channel between the communicator and the audience, system coding and decoding, noise, feedback, rich experience, communication results and other factors.
Understanding: various forms of communication and their similarities and differences.
(d) Among the major modes of transmission
Memory: lasswell model, Shannon-Weaver model, Shi Lamu model, Slander model, Gerbner model.
Understand: ABX mode and "balanced" mode, interactive mode.
(E) Communication process and communication skills
Memory: the key factor in communication process: the skills needed in communication process
Understanding: communication skills and their functions
Interpersonal communication
Main types and course contents
Internal communication (interpersonal communication): refers to the information and various reactions produced by people's neural thinking movement. The role of internal communication is often very complicated because of individual differences. Exploring internal communication behavior is helpful for us to better study human communication behavior.
Interpersonal communication: interpersonal communication, interpersonal communication in a narrow sense, especially face-to-face communication. Features: get direct feedback through communication; The spreading scale is small and the spreading range is easy to control.
Organizational communication: the communication between members of an organization, the information of the organization, and the environment and emotions, such as the document delivery of the propaganda department. Features: strong organization; Contact management, main forms and technical meetings, public-private relations meetings and documents.
Mass communication: the communication activities of individual groups, communicators and those people are often one-way face-to-face communication, such as drama. The most distinctive way of communication is to speak in public communication activities. Communication process: attract attention, safeguard rights and interests, strengthen impression, build confidence and act directly.
Behavioral characteristics of mass communication: professional media organization, the effect of dispersing a large number of audiences, the characteristics of large-scale information dissemination: China, unorganized, difficult to get feedback, fast communication speed, strong timeliness, communicator organization, mass communication function: understanding function, propaganda function, educational function, entertainment and commercial function.
Evaluation requirements
Internal communication
Memory: the basic concept of internal communication
Understanding: Inherent Communication Characteristics
(B) interpersonal memory: the basic concept of interpersonal communication
Understanding: interpersonal communication
(3) Public communication
The characteristics of memory: the basic concept of communication
Understand: the definition of mass communication and the effect of treatment.
(4) Organizing communication
Memory: organizational communication
Understanding: organizational communication function
public communication
Memory: the Definition of Mass Communication
Understand:
Mass communication function chapter Communication and information
It is in this process that the disseminators spread the third important factor in the content of communication, that is, the course content and the objective existence spread among those people. /& gt； The meaning of the information contained in the communication content and the symbols carrying the information are composed of two parts, one of which is the meaning or/> symbol, which is influenced by the subjective will and is the existence of the people and the country to the objective world.
The meaning of the first part of the information
Information is objective, and information reflects the state of things' movement. Not matter, not energy. According to the definition of information academia, "Shannon can reduce the uncertainty of calling information under any circumstances." Weiner said: "Information is the name of the content that is used to adapt to the outside world and make the outside world perceive and communicate with the outside world in this adaptation process." Definition of information, information is a universal substance. If any kind of attribute, organization, time, space and energy distribution are uneven and different, it is actually impossible and unnecessary to give a comprehensive and unified definition of practical information. Principles define two levels of information. The first level is the definition of philosophical category: the movement and diversity of the universe have everything, and it does not depend on people's acceptance. The second level reflects existence. It can reduce or eliminate the uncertainty of information movement and things, and form a reflection, which only depends on the source, channel and before receiving. In this sense, information is information perceived by human beings.
In a second information transmission that propagates information signals and symbols.
Cahill said that it is a symbolic animal. Signal activities can only be confined to a fixed time and space, where symbol link the past, present and future, without any signs or history. In addition, signal processing has nothing to do with individual sporadic tables or feelings, and the processing of symbols in the system table is similar to that of each one, which feels like my concept. The abstract level of symbols is much higher than that of signals. Symbol is a complete system, and there is a close relationship between symbols. BR/>； 2,
The coding and decoding system of information transmission is a complex facility for information transmission from one system to another, which is used to send and receive various symbols according to certain rules. The organic combination of language and non-language symbol feature films is based on the idea of clear goals, that is to say, working hours are called coding. Instead, the signal from the channel is converted into precoding form, a process called decoder or decoding. Generally speaking, the two systems of transmission and reception must have a common coding and decoding mechanism and a common symbol system to communicate.
The first thing is to judge what information you get is an excerpt, including what information;
Then read this information and find out the password;
Finally, there is reduced information.
Information on the source and quantity of religious information.
Source information: a collection of alphabetic codes called information theory and information/>; Source of quantitative information: The information quantity of the measured size information is said to be expressed by the following formula, that is, in the fourth section of I =-log2P.
Similarities and differences between information and news Information and news: Some information released by news is not public, and some facts and information cannot be considered, but news has little requirement for people to read, and sometimes it is very professional. Press cards must rely on the mass media, and information can be disseminated by any means.
Detail events are often newsworthy events, and a lot of information is often not newsworthy.
Evaluation requirements:
(1) definition
Memory: Understanding the concept of information: the relationship between information and materials
(b) Access to information and information
Memory: the concept of encoding and decoding information transmission
Understanding: the essential difference between data and information, and several aspects that should be paid attention to in obtaining information. C) Information and information sources in the process of information transmission.
Memory: the concept of information and information source
Understanding: the characteristics of information sources
(D) Similarities and differences between information and news
Similarities and differences between memory information and news
Chapter 1 professional communicators and communication ethics, course content
Communication is the most important and active factor in the process of communication, and its existence is of great significance to people or institutions, communicators' organizations and organized individuals who mainly communicate actively.
1 Characteristics of professional communicators in mass communication
Communicators have decision-making power in the process of communication, which is manifested in three aspects: first, producers have the right to spread news, and communicators of mass media need cooperation in the process of communication; Communication activities are often controlled by media organizations; Fourth, professional communicators must have strong professional knowledge. & ltBR/ Compared with the task in the second season, the "gatekeeper" is a professional communicator.
Lu's first disseminator. Gatekeepers check the role of information dissemination and screening.
The tasks of communicators: collecting information, screening information and selecting, processing, information production, content and process control of dissemination, and collection and processing of feedback information.
Professional Communicator Section 3 Rights and responsibilities of professional communicators: the right to interview, edit, intellectual property, source confidentiality and security.
Obligations and responsibilities of social professional communicators: meet the public's right to know, safeguard the interests of the state, the nation and the party, and safeguard the harmonious development of society.
Section 4 Quality of Professional Communicators
1, the communicator must first have the professional quality of the broadcasting industry;
Have high ideological quality;
Deep basic knowledge and strong business ability;
Sensitive.
The fifth part, "gatekeeper" theory.
On the gatekeeper was written by Lu Yu 1958. His American housewife decides what kind of family food to buy and what is social behavior. It is found that this information is characteristic of the gate channel period that has dropped. For these gatekeepers, personal decisions. Levin's idea is to adopt the study of white communication.
The theory of the core content of "gatekeeper": it emphasizes the subjectivity of gatekeeper's behavior, the "gatekeeper" door maintains its function, and the influence of media on society will play a decisive role. product
Section 6 Professional Communicator Morality, Professional Ethics and Communicator Ethics
a & gt
Adhere to the principle of journalism and report fairly.
Ethics and social responsibility of media activities: the quantity and quality of content-oriented news reports: the media does not pay attention to the audience's reaction.
Second, the characteristics of the assessment requirements
Professional communicators
Memory: the Meaning of Communicator
I see: you can consider the composition characteristics of professional communicators.
(B), the task and role of professional communicators in the communication process
Memory: the task and role of professional communicators
I see: professional communicators
In the process of collecting and processing specific information, memory is characterized by
(c) Literacy of professional communicators: the basic literacy of professional communicators
Understanding: how to cultivate the quality of communicators
(D) "gatekeeper" theory
Memory:
Understand the basic connotation of "gatekeeper" theory: "gatekeeper" theory
(5) Ethics of professional communicators
Memory: the Basic Connotation of Professional Communicator's Morality
Understanding: Social Responsibility of Communicators
Chapter Mass Media, Course Content
Through the process of media communication, it is realized by the intermediary. It is a tool, not a tool. An intermediary factor exists in the process of the movement of all things, and the history of human civilization can be said to be the history of human use of mass media in a certain sense. In the process of media development, the historical stages of various human civilizations are summarized. From primitive times to modern society, the development of media can be divided into three stages, each of which has its own different characteristics. The development of media, social environment, science and technology and cultural development are always closely linked. /& gt； The first part is the development of mass media.
1, the development of print media
Historical print media mainly refer to newspapers, magazines and books, which have played a great role in history. It plays a very important role in human civilization, especially in the fields of ideological education and knowledge dissemination.
The development of electronic technology, the application of electronic media including telegraph, telephone and radio, and the application of film, television, fax, computer, communication and control technology reached a new stage in the third revolution in history.
"New media" appeared in the 1980s with the continuous development of multimedia technology in the West.
Section 2 Mass Communication Characteristics of Old Media
The mass media of the old media are newspapers, magazines and books of traditional print media, as well as old-fashioned electronic media such as radio, movies and television.
1, newspapers, magazines and other print media functions:
First of all, readers can freely control reading;
Repeated reading twice
Third, you can get information about related problems.
Is able to meet the needs of special elevators and readers, 2, the main feature is visual and realistic movies.
Broadcast function:
The first is transmission speed and timeliness;
Secondly, radio communication information has extremely rich functions;
Third, broadcasting has a broad mass base. face = " Song Ti "/& gt； The characteristics of TV media:
First of all, the most basic function of TV is to watch and listen;
Second, elements with strong sense of reality and presence;
Third, TV media makes the audience feel involved.
5. Various traditional media have the following characteristics:
The first time and space;
Second, participation.
Third, the speed is fast; BR/>； Fourth, the duration;
Fifth authority.
Section 3: Characteristics of New Media in Mass Communication; Application of Computer Technology and Satellite Technology in Broadcasting Industry.
Features: (1) independent audience (2) ready-made service conditions; Science (3) means of communication; (4) Fast propagation speed; (5) Strong interactivity; (6) virtual big.
The characteristics of media network media: (1) the network has a strong timeliness, (2) the boundary of network media eliminates the geographical boundary; (3) Multimedia transmission, which makes the information with large amount of data more attractive; (4) The network is the interaction that can be realized between the communicator and the audience; (5) The cost of online media is low. function
Section 4 Mass Media
As early as the 1940s, from the macro perspective of mass media on the whole society, lasswell believed that there were several main functions: the coordinated response of reconnaissance environment and Yanchuan's experience. He will explain the outlook environment of these functions, defend policies, spread knowledge and adjust the spirit.
Shi Lamu believes that mass media has five functions: gatekeeper function, decision-making function, teacher function, entertainment value function and commercial function.
The social functions of mass media are constantly enriched and developed with the changes of society and times, which are mainly reflected in the following aspects: promoting the trend of the times; Maintain social norms; Mental stimulation and anesthesia.
Section 5 Mass Media and Mass Culture
Mass culture is a kind of literary style that spreads culture, culture and fashion connotation to the public with mass communication as the main means of communication.
There are three representative views on the definition of mass culture in western academic circles: Wilson believes that mass culture is the concentrated expression, popularity and mass cultural style of a group of old and new media. Hauser's popular culture includes popular art and popular art, the former includes cultural "popular novels" and "light music", and the latter refers to films, radio, television and other forms of communication. Ryan believes that popular culture is a relatively new industrial style in the 20th century, the "cultural industry" culture.
The difference between popular culture and popular culture: there is a strong commercial motive behind popular culture, cultural goods, rather than "art with the characteristics of works"; Second, popular culture, because driven by commercial profits, emotions must be false colors; Third, the characteristics of the cultural imitation model based on popular culture and centered on the audience.
The relationship between mass communication and mass culture: First, mass communication of mass culture is an indispensable prerequisite and can be generated. Second, the reproduction and dissemination of mass media, mass culture is not passive, but active and selective. Third, mass culture objectively affects the content and form of mass communication.
The change of popular culture and its positive and negative characteristics in the change of social environment. The social conditions of mass culture are political democracy and popularization of mass education, and the commercialization of mass cultural activities is incompatible with mass culture. The choice of consumers is limited, because it is the standardization and standardization of mass culture, such a superficial culture. Sixth, several major media theories.
Mcluhan and his media theory
Media information
What the media really conveys is the characteristics of the media itself, the specific content of what it does, the functional significance and the influence of communication technology, which is equal to an information society with wide social circulation.
"Cold" and "Hot" Media Theory
"Hot Media": To provide customers with "high definition" without too much consideration to supplement the ability of lowpass to participate in the media. "Cold media" refers to those spatial media that provide incomplete information and leave a lot of imagination, thinking and aftertaste, and the people who pass it on to the media are highly involved. "
Carrier-the extension of human body;
Facing the extension of AC five senses, text printing is to extend people's eyes, broadcasting is to extend ears, and television is to extend ears.
2. innis's "biased media"
Offset space: space control is more convenient for cross-regional communication and transmission of media, such as print media, telephone, radio and television.
Meyrowitz's Media Situation Theory
The change of media will inevitably lead to the change of social environment, which in turn determines the behavior of the public. He believes that the influence of electronic media society is great, which weakens the social environment in which natural space and social "places" are closely linked and reorganized.
Evaluation requirements
(A) the development of mass media
Memory: the mechanical characteristics of media inventions in different stages, the development of media, important inventions and important tasks, such as Cai Lun Paper, a major event in Goldenberg history, printing, Bell, Edison, and movies.
Understanding: the development trend of media (2) Old media with mass communication characteristics
Memory: the scope of the old media,
Know your own characteristics: the function of traditional media
(
Understand:) mass media
Characteristics of memory: new media, social function characteristics of new media, general characteristic range of development, and trend of network media.
(d) Mass media memory: five functions of mass media
I see:
Mass media and mass culture (mass media embodying social functions)
Memory: the basic concept of popular culture, the difference between popular culture and popular culture, elegant culture, and the relationship between mass communication and popular culture.
Understanding: Various influences of popular culture. (6) Several major media theories
Memory: McLuhan's famous viewpoint, Inis's media viewpoint, Meyrowitz's media viewpoint,
Understanding: Learn their respective media theories and defects. The target audience is in Chapter 6.
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Audience analysis, course content
The purpose of audience is to receive information in the process of communication, which is a general term for readers, listeners and listeners. The object or "destination" of audience information dissemination is the premise of communication activities, but it is also the positive attitude and feedback source of mass media, which plays a very important role in the process of information dissemination. /& gt； The audience of mass media means that the first part of the audience is the object of communication-through the concept of collective, it is one of the five elements in the process of communication. : public * * * potential public * * * specific public interests.
Connotation of audience: audience is the consumer of mass media, whose purpose is to spread the fate of activities and contents, but at the same time, they are active participants in communication activities, whether or not the audience participates. Incomplete.
Audience extension: including readers of newspapers, magazines and books, radio, movies, television and new media (readers).
The development process of audience concept: target theory, buffer principle, use and satisfaction theory, Asian cultural group theory and audience commodity theory.
hall
Research on Ethnological Audience of Cultural Studies School
Text decoding hypothesis of the characteristics of the second audience in the communication process.
Characteristics of the audience composition of mass media;
The number of mass media audiences is difficult to calculate;
The audience composition of mass media is extremely complex;
The audience of mass media is a person full of personality, which determines that the audience is "chaotic"
The audience acceptance activities of mass media are usually carried out in family leisure time.
The audience's positive attitude towards the activity.
The third part is about the theory of audience.
The theory of individual differences was first put forward by the American scholar hovland in 1946, which holds that media information contains specific stimuli, and those people's personality characteristics interact with each other through specific interactions, resulting in individual differences, which leads to different understanding of the same news by the audience. These differences can be divided into five categories: (1) individual psychological structure, (2) innate and acquired living habits, (3) the value standard of cognitive attitude; (4) Views or opinions formed by social theory; (5) cultural quality. (If you need to contact me for stable profit)
Can form a certain authority.