北京大学新闻与传播学院 王秀丽《网络媒体对传播学理论的影响》.ppt

网络媒体对传播学理论的影响 北京大学新闻与传播学院 王秀丽 xiuli.wang@ 传播学理论 人际传播理论 组织传播理论 组织内部传播：信息传递 组织外部传播：公关、广告 组织传播理论：古典主义、人际关系、人力资源 大众传播理论 大众传播学理论 media effect media sociology Factors influencing media content Shoemaker Reese (1996) Individual level Media routine Organization Ownership Extra-media organization Government agencies Public relations Social system 把关人理论（gatekeeping) Kurt Lewin (1947), sociologist/psychologist David Manning White , 1950 Apply gatekeeping to journalism Shoemaker, 1991 book “Gatekeeping” Shoemaker Vios, 2008 book “Gatekeeping theory” The process by which countless occurrences and ideas are reduced to the few messages we are offered in our news media. 大众传媒的“把关标准” ①适时性（timeliness）②影响力（impact）③重要性（prominence and importance）④地域或文化的接近性（geographic or cultural proximity）⑤异常性（the unusual nature of the event）⑥连续性（continuity）⑦意料中的意外（the sudden interest people have in an ongoing situation）⑧政治制度（political institution）⑨社会文化价值（socio-cultural values) Deviance Social significance (Shoemaker Cohen, 2006) Gatekeeping on the internet? 媒介效果研究理论(media effect) Uses and Gratifications（使用与满足） Agenda setting (议程设置） Spiral of silence (沉默的螺旋） Media dependency (媒介依赖理论） Cultivation (教化/涵养/培养理论） Knowledge gap to Digital divide （从知沟理论到数字鸿沟） Diffusion of Innovation (创新的扩散） Uses and Gratifications（使用与满足） Communication behavior is goal-directed, purposive motivated. People select use media to satisfy needs desires. Media compete with other sources of satisfaction. Compare with traditional media, new media’s advantages in satisfying audiences’ gratifications Agenda setting (议程设置） McCombs Shaw (1972) There is a strong correlation between the amount of coverage certain issues receive and the importance attributed to these issues by mass audiences. Media agenda public agenda Who sets the agenda on the internet? Spiral of silence (沉默的螺旋） Noelle-Neumann, 1974 people con