传播学引论第7章2 大众传播效果的研究.ppt

Socially isolated lives Uniform set of instincts Similar way ___ Receive and interpret messages Direct\ immediate\ uniform\ powerful The Invasion From Mars Radio Panics America 枪弹论提出的背景 The Why we fight film The Battle of Britain Carl Hovland Erie County, Ohio The People’s Choice: The Media In a Political Campaign Personal influence and the two-step flow Two-step flow of communication Opinion leader Ideas often flow from radio and print to the opinion leaders and from them to the less active sections of the population. 中介因素论 Reinforcement Theory Joseph Klapper 中介因素指的是受者的倾向性、选择性的过程、集团规范等因素。 Conclusion According to this theory，the media is seen as having little power to shape public opinion。 结论：大众传播对受众的意见和态 度几乎没有改变作用. 大众传播效果：介于两者之间。 传受双方的互动 The Adoption of innovation Bryce Ryan and Neal Gross 1943 1、背景条件 Background Factors 2、如何引起注意 How did this innovation come to their attention 3、知晓和行动间的时间 How long did it take between awareness and action 4、扩散规律是什么 What was the pattern by which the innovation spread over time? Spread of innovation Everett Rogers 1962 Adoption process Awareness \ Interest \ Evaluation \ Trial \ Adoption 知晓、兴趣、评价、试用和采用 知晓、兴趣——大众传播 评价、试用和采用——人际传播 Uses And Gratifications使用与满足 Herta Herzog : a former student of Lazarsfeld “what do we really know about daytime serial listeners?” Three major forms of uses and gratifications were identified: emotional release, wishful thinking, and valuable advice for handling their own lives 满足形式：感情释放、愿望的想象、生活建议 感情释放：替代性的感情经验 愿望的想象：白日梦 生活建议： 伯纳德·贝雷尔森:“失去报纸意味着什么” ·施拉姆、J·莱尔和E·帕克:《我国儿童生活中的电视》： 卡茨——使用与满足理论的现代时期代表人物 Agenda-setting: what to think about Maxwell McCombs and Donald Shaw 1968 媒介为公众安排议论的话题、决定舆论走向的功能。媒介加大对某些问题的报道量或突出报道某些问题，能影响受众对这些问题重要性的认知。 潜移默化中，大众传媒向大众暗示的社会规范，缓慢地渗透到受者思想与行为中。 伊丽莎白·诺埃尔·纽曼 Elisabeth Noelle-Neumann The Spiral of Silence :