200820092西传试卷A答题纸.docVIP

Read the following paragraphs and answer questions, write your answers on the answersheet. (70%) A 1. Early mass communiation theories assumed that print and electronic media have an enormous power to mold opinion, arouse feelings, and sway behavior. 2. They viewed the mass audience as defenseless and relatively passive-a herd of sheep that is easy prey for manipulative advertising or clever propaganda. 3. The “powerful effects” model likened media messages to bullets fired from a machine gun into a crowd. 4. A similar metaphor pictured print, film and radio as hypodermic needles that inject something directly into the patient. 5. The ability of Goebbel’s Nazi progaganda to mobilize anti-Semitic feeling in the 1930s gave credence to the cause-and-effect notion of media influence. Even while the United States movie industry cranked out patriotic films in the 1940s to bolster the national war effort, American social scientists began to question the tradition of powerful effects. Voting-behavior studies showed that audiences were much more active, resistant, and obstinate than had been first imagined. Media sociologists Elihu Katz of Hebrew University and Paul Lazarsfeld of Columbia Uiversity characterized society as “a honeycomb of small groups bound by a rich web of personal ties and dependencies,” which help shield the individual from media influence. This “limited effects” model recommends looking at differences between people in order to explain the relatively small and scattered impact of mass media. One line of research consistent with a limited-effects view examines reader, listener, and viewer motivation for attending to particular type of message. For example, the “uses and gratifications” approach suggests that viewers are selective in the kinds of TV programs they watch. People wanting information may tune in The NewsHour with Jim Lehrer on public television; individuals seeking to clarify their personal identity may watch Oprah; viewers seraching for clu