传播学专业英语.docVIP

Chapter One Introduction to Mass Communication Key Terms communication 传播，交通：mass communication, be in communication with, feedback 反馈: asked the students for feedback on the new curriculum. interpersonal communication 人际传播:interpersonal relationships encoding 编码: audio encoding, hybrid encoding decoding 解码: adaptive decoding public relations 公共关系 noise 噪音,响声，无用数据，吸引注意的言行 medium 媒介（media），手段， mass medium 大众媒介，大众传播工具，影响大量观众的一种公众媒介 mass communication 大众传播，大众传播工具 inferential feedback 推断性反馈 reciprocal messages 交互讯息：（reciprocal互惠的，彼此相反的） cultural definition of communication 传播的文化定义 dominant culture （mainstream culture）主流文化 bounded culture (co-culture) 亚文化: bounded function technological determinism 技术决定论: (determinism决定论，宿命论) visual communication 视觉传播 third participant 第三方：（participant 参与者，参与的） concentration of ownership 所有权集中 convergence 融合，会合点，集中，收敛 conglomeration 集团化，混合物，凝聚：The state of being conglomerated economies of scale 规模经济；因经营规模扩大而得到的经营节约 oligopoly 寡头式的垄断，求过于供的市场情况（oligopolies） globalization 全球化：globalize audience fragmentation 受众分析：（audience：听众，观众，读者。fragmentation: 分裂，破碎） narrowcasting 窄带广播 niche marketing 分众营销：By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream targeting 瞄准目标 taste publics 对某媒体内容有共同兴趣的人群 literate culture 书面文化 （literate 学者，有文化的） oral culture 口头文化（oral 口头的，口腔的 oral surgery） Production values 制作标准 Mass Communication Communication: transmission of a message from a source to a receiver. Basic elements of communication Who? Says what? Through which channel? To Whom? With what effect? Conditions of communication Sharing (correspondence) Feedback The process of creating shared meaning Important Clause: The media so fully saturate our everyday lives that we are often unconscious of their presence, not to mention their influence. Media often reduce us to mere commodities for sale to the highest bidder. A fundamental theme of this book is that media