传播学经典理论英文翻译.pdfVIP

1.OpinionLeaders

Activeininformationnetworks,havemanyinformationchannels,so

theycanoftenprovideinformationandadviceforothersandcan

influenceothers.

2.TheSpiralofSilence

Foracontroversialissue,peoplewillwatchthetheofof

beforetheymakecomments.judgingtheiropinionwhetherthethe

inthethe,itwilltendtoboldlyexpressthisopinion;whenwhen

theyoftenremaintheyoftenremain

arenotwellaccepted,thusaresult,themoretheytendtoremainsilent.arenotwellaccepted,thusaresult,themoretheytendtoremainsilent.

andmorepowerful,whileholdingpowerful,whileholdingofpeoplesoundpeoplesoundpeoplesound

3.Gatekeeper

Lewinwasfirstproposedthisidea.

Theinformationwasscreenedandfilteredbycommunicator.

Communicatorsdecidewhatwecanseeandhowwecansee.

4.Selectiveexposurehypothesis

Audienceinthecontactinformationofthemassmediaisnot

indiscriminate,butmorewillingtochoosethecontentsthatarethesame

orsimilartotheiropinion,andforthecontentsofthisconfrontationor

conflict,thereisatendencytoavoid.

5.KnowledgeGapTheory

Becausethepeoplewhohavehighereconomicstatusisusuallymuch

fastertogetinformationthanthoseoflowsocioeconomicstatus,

therefore,themoreinformationistransmittedbythemassmedia,the

knowledgegapbetweenthetwotypesofpeopleismoretendtoexpand.

6.AgendaSettingTheory

Massmediareportanissueornotdirectlyaffectpeoplesperceptionon

thesubject.

Massmediahighlightsanissuewillcausepeopletopaymoreattentionto

theissue.

Massmediaonarangeoftop