傳播學(xué)經(jīng)典理論英文版

....傳播學(xué)經(jīng)典理論英文版[中文批注]目錄一、OpinionLeaders意見(jiàn)領(lǐng)袖 二、5WBox5w理論 2三、TheBiasofCommunication傳媒偏向論 四、TheSpiralofSilence沉默的螺旋 3五、Gatekeeper把關(guān)人理論 4六、Selectiveexposurehypothesis選擇性接觸假說(shuō) 七、KnowledgeGapTheory知識(shí)溝假5八、AgendaSettingTheory議程設(shè)置理論 5九、Magicbullettheory魔彈論 5十、Information（Innovation）DiffusionTheory信息（創(chuàng)新）擴(kuò)散論 十一、Usesandgratificationstheory(UGT)使用與滿足理論 7十二、Cultivationtheory教養(yǎng)理論 8十三、Limited-EffectsTheory有限效果論 8十四、MarshallMcluhanMediaTheory麥克盧漢的媒介理論 2/11一、OpinionLeaders意見(jiàn)領(lǐng)袖Activeininformationnetworks,havemanyinformationchannels,sotheycanoftenprovideinformationandadviceforothersandcaninfluenceothers.形成過(guò)程中起著重要的中介或過(guò)濾的作用，由他們將信息擴(kuò)散給受眾，形成信息傳遞的兩級(jí)傳播。二、5WBox5w理論1.Whocommunicatestowhom?(sourcesandreceivers)2.Whycommunicate?(functionandpurposes)3.Howdoescommunicationtakeplace?(channels,languages,codes)4.Whatabout?(content,references,typesofinformation)5.Whataretheoutcomesofcommunication(intendorunintended),forinformation,understandings,actiontheRiseofMassMdia美國(guó)學(xué)者H·拉斯維爾于1948年在《傳播在社會(huì)中的結(jié)構(gòu)與功能》一篇論文中，首次提出了構(gòu)成傳播過(guò)程的五種基本要素，并按照一定結(jié)構(gòu)順序?qū)⑺鼈兣帕?，形成了后?lái)人們稱之“五W模式”或“拉斯維爾程式”的過(guò)程模式。這五個(gè)W分別是英語(yǔ)中五個(gè)疑問(wèn)代詞的第一個(gè)字母，即：Who（誰(shuí)）SaysWhat（說(shuō)了什么）InWhichChannel（通過(guò)什么渠道）ToWhom（向誰(shuí)說(shuō)）WithWhatEffect（有什么效果。三、TheBiasofCommunication傳媒偏向論Innis’centralfocusisthesocialhistoryofcommunicationmedia;hebelievedthattherelativestabilityofculturesdependsonthebalanceandproportionoftheirmedia.Tobeginourinquiryintothisarea,hesuggestsweaskthreebasicquestions:Howdospecificcommunicationtechnologiesoperate?Whatassumptionsdotheytakefromandcontributetosociety?Whatformsofpowerdotheyencourage?ForInnis,akeytosocialchangeisfoundinthedevelopmentofcommunicationmedia.Heclaimsthateachmediumembodiesabiasintermsoftheorganizationandcontrolofinformation.Anyempireorsocietyisgenerallyconcernedwithdurationovertimeandextensioninspace.Time-biasedmedia,suchasstoneandclay,aredurableandheavy.Sincetheyaredifficulttomove,theydonotencourageterritorialexpansion;however,sincetheyhavealonglife,theydoencouragetheextensionofempireovertime.Innisassociatedthesemediawiththecustomary,thesacred,andthemoral.Time-biasedmediafacilitatethedevelopmentofsocialhierarchies,asarchetypallyexemplifiedbyancientEgypt.ForInnis,speechisatime-biasedmedium.Space-biasedmediaarelightandportable;theycanbetransportedoverlargedistances.Theyareassociatedwithsecularandterritorialsocieties;theyfacilitatetheexpansionofempireoverspace.Paperissuchamedium;itisreadilytransported,buthasarelativelyshortlifespan.比如，石版文字和泥版文字耐久，它們承載的文字具有永恒的性質(zhì)，容易傳承。但是，它們不容易運(yùn)輸，不容易生產(chǎn)，不容易使用，因而不利于空間上的傳播。相反，莎草紙和紙張輕巧，容易運(yùn)輸，使用方便，能夠遠(yuǎn)距離傳播迅息，然而它們傳播的迅息卻限于當(dāng)下，就比較短暫。下面這段話，痛快淋漓地闡明伊尼斯“傳播偏向論”的意旨、要害，說(shuō)明媒介的性質(zhì)和偏向，并且說(shuō)明媒介為何有這些偏向。他說(shuō)：“倚重時(shí)間的媒介，其性質(zhì)耐久，羊皮紙、黏土和石頭即為其例……倚重空間的媒介，耐久性比較遜色，質(zhì)地比國(guó)時(shí)，必須立足在空間和時(shí)間兩個(gè)方面。我們要克服媒介的偏向，既不過(guò)分倚重時(shí)間，也不過(guò)分倚重空間?！睆?qiáng)調(diào)媒介偏向、時(shí)間偏向和空間偏向的關(guān)系，并指出媒介與國(guó)家僚體制和宗教的關(guān)系。他說(shuō)：卻倚重時(shí)間，忽略空間。”四、TheSpiralofSilence沉默的螺旋ThespiralofsilenceisapoliticalscienceandmasscommunicationtheorypropoundedbytheGermanpoliticalscientistElisabethNoelle-Neumann.Spiralofsilencetheorydescribestheprocessbywhichoneopinionbecomesdominantasthosewhoperceivetheiropiniontobeintheminoritydonotspeakupbecausesocietythreatensindividualswithfearofisolation.Theassessmentofone'ssocialenvironmentmaynotalwayscorrelatewithreality.Foracontroversialissue,peoplewillwatchthe"climateofopinion"beforetheymakecomments.judgingtheiropinionwhetherthe"majorityopinion",whenpeoplefeelthattheirviewsare"majority"orinthe"advantage",itwilltendtoboldlyexpressthisopinion;whenfoundhisviewsare"afew"orina"disadvantage"theyoftenremain"silent."Themorepeopleremainsilent,themorefeelthattheirviewsarenotwellaccepted,thusaresult,themoretheytendtoremainsilent.Repeatedseveraltimes,theyformrepresenting"dominant"statusviewsandmorepowerful,whileholding"inferior"opinionsofpeoplesoundmoreandmoreweak,suchacycle,forminga"onemoreloudly,andtheothermoreandmoresilentspiraldowntheprocess."隊(duì)中“強(qiáng)勢(shì)”意見(jiàn)的趨同后的結(jié)果。需要注意的是：“強(qiáng)勢(shì)”意見(jiàn)所強(qiáng)調(diào)的東西，不一定就是正確的。當(dāng)團(tuán)隊(duì)中的少數(shù)意見(jiàn)與“多數(shù)”意見(jiàn)不同的時(shí)候，少數(shù)有可能屈于“優(yōu)勢(shì)意見(jiàn)”的壓力，表面上采取認(rèn)同，但實(shí)際上內(nèi)心仍然堅(jiān)持自己的觀點(diǎn)，這就可能出現(xiàn)某些團(tuán)隊(duì)成員公開(kāi)“表達(dá)的意見(jiàn)”與團(tuán)隊(duì)成員“自己的意見(jiàn)”不一致。要跳出沉默的螺旋，唯一的出路就是尊重少數(shù)派，聆聽(tīng)反對(duì)者的聲音。五、Gatekeeper把關(guān)人理論Lewinwasfirstproposedthisidea.Agatekeeperisahumanwhocontrolsaccesstosomething,forexampleviaacitygate.Inthelate20thcenturythetermcameintometaphoricaluse,referringtoindividualswhodecidewhetheragivenmessagewillbedistributedbyamassmedium.Theinformationwasscreenedandfilteredbycommunicator.Communicatorsdecidewhatwecanseeandhowwecansee.叫做把關(guān)（即守門，凡有這種傳播行為的人就叫做把關(guān)人（守門人。六、Selectiveexposurehypothesis選擇性接觸假說(shuō)Audienceinthecontactinformationofthemassmediaisnotindiscriminate,butmorewillingtochoosethecontentsthatarethesameorsimilartotheiropinion,andforthecontentsofthisconfrontationorconflict,thereisatendencytoavoid.受眾的群體背景可以分成兩個(gè)方面，一是人口統(tǒng)計(jì)學(xué)意義的群體，包括性別、年齡、籍貫、民族、職業(yè)、學(xué)歷等等；二是社會(huì)關(guān)系意義上的群體，如家庭、單位、團(tuán)體、政治、經(jīng)濟(jì)和文化的歸屬階層，宗教信仰群體等等。受眾個(gè)人的群體屬性不同，意味著他們所處的時(shí)代、社會(huì)環(huán)境、社會(huì)化的條件、社會(huì)地位、價(jià)值和信念、對(duì)事物的立場(chǎng)觀點(diǎn)和看法、心理特點(diǎn)和文化背景都有很大差異，對(duì)大眾傳媒信息的需求、接觸和反應(yīng)方式也是千差萬(wàn)別。七、KnowledgeGapTheory知識(shí)溝假說(shuō)Becausethepeoplewhohavehighereconomicstatusisusuallymuchfastertogetinformationthanthoseoflowsocioeconomicstatus,therefore,themoreinformationistransmittedbythemassmedia,theknowledgegapbetweenthetwotypesofpeopleismoretendtoexpand.基本觀點(diǎn)：類人之間的知識(shí)溝擴(kuò)大，而不是縮小。一段時(shí)間內(nèi)媒介大量宣傳某話題，文化程度較高的人比低的人以更快的速度吸取該話題的知識(shí)。AgendaSettingTheoryMassmediareportanissueornotdirectlyaffectpeople'sperceptiononthesubject.Massmediahighlightsanissuewillcausepeopletopaymoreattentiontotheissue.Massmediaonarangeoftopicsgivedifferentlevelsofcoverageaccordingtoacertainorderofpriority,itwillaffectpeople’sjudgmentaboutimportanceoftheseissues.19681972年提出了議程設(shè)置理論，該理論認(rèn)為大眾傳播往往不能決定人們對(duì)某一事件或意見(jiàn)的具體看法，但可以通過(guò)提供給信息和安排相關(guān)的議人們?nèi)ハ胧裁?。九、Magicbullettheory魔彈論Themessagesentbythemassmediaislikeamagicbullet,buttheaudienceasthetargetwithoutprotection,sotheaudiencecaneasilybeknockeddownbythemessagesentbythemassmedia.Thetheoryisthatmassmediahavepowerfulforcewhichcandirectlyaffectaudience.“魔彈論”：又稱“皮下注射理論”，這是一種有關(guān)媒介具有強(qiáng)大效果的觀點(diǎn)。它的核心內(nèi)容是：傳播媒介擁有不可抵它們能夠左右人們的態(tài)度和意見(jiàn)，甚至直接支配他們的行動(dòng)。這種理論流行于第一次世界大戰(zhàn)至20世紀(jì)30年代，到406/11為宣傳的實(shí)踐所打破。十、Information（Innovation）DiffusionTheory信息（創(chuàng)新）擴(kuò)散論Information （ Innovation DiffusionTheoryisatheorythatseekstoexplainhow,why,andatwhatratenewideasandtechnologyspreadthroughcultures.EverettRogers,aprofessorofcommunicationstudies,popularizedthetheoryinhisbookDiffusionofInnovations;Rogersarguesthatdiffusionistheprocessbywhichaninnovationiscommunicatedthroughcertainchannelsovertimeamongtheparticipantsinasocialsystem.Theoriginsofthediffusionofinnovationstheoryarevariedandspanmultipledisciplines.Rogersproposesthatfourmainelementsinfluencethespreadofanewidea:theinnovationitself,communicationchannels,time,andasocialsystem.Thisprocessreliesheavilyonhumancapital.Theinnovationmustbewidelyadoptedinordertoself-sustain.Withintherateofadoption,thereisapointatwhichaninnovationreachescriticalmass.Thecategoriesofadoptersare:innovators,earlyadopters,earlymajority,latemajority,andlaggards.Diffusionmanifestsitselfindifferentwaysinvariousculturesandfieldsandishighlysubjecttothetypeofadoptersandinnovation-decisionprocess.創(chuàng)新推廣理論（InnovationDiffusionTheory）又譯成創(chuàng)新傳播理論、創(chuàng)新散布理論、創(chuàng)新擴(kuò)散理論、革新傳播理論20世紀(jì)初法國(guó)社會(huì)學(xué)家、哲學(xué)家GabrielTarde（theLawofImitation）一書。最早將現(xiàn)代創(chuàng)新推廣理論運(yùn)用于實(shí)踐研究中的是美國(guó)愛(ài)荷華州立大學(xué)的 Ryan和Gross于1943年進(jìn)行的一個(gè)農(nóng)業(yè)研究項(xiàng)目Ryan和Gross從農(nóng)業(yè)社會(huì)學(xué)的角度出發(fā)，對(duì)創(chuàng)新技術(shù)的一些采用者進(jìn)行訪談，以此來(lái)考察與采用技術(shù)關(guān)的一系列因素。這種基于訪談形式的研究方法從此成為創(chuàng)新推廣研究的一種主要研究法。而最早將擴(kuò)散推廣理論作為傳播學(xué)內(nèi)容進(jìn)行研究的，同時(shí)在這方面的研究中最負(fù)盛名的當(dāng)首推傳播學(xué)家羅杰斯(EverettM.Rogers)及其著作《創(chuàng)新推廣》(DiffusionofInnovation)。《創(chuàng)新推廣》初版發(fā)行于1960年，現(xiàn)在最新的版本為1995年修訂版。羅杰斯在書中認(rèn)為，創(chuàng)新推廣是指一項(xiàng)新事物通過(guò)特定的傳播通道，逐漸為某些特定社群成員所了解與采用的過(guò)程，也是推廣作用的應(yīng)用。書中所論述到的創(chuàng)新推廣理論中，其中有幾點(diǎn)受到廣泛關(guān)注：（一）創(chuàng)新的推廣決策過(guò)程，包括五個(gè)階段1(Knowledge)接觸創(chuàng)新并略知其如何運(yùn)作2有關(guān)創(chuàng)新的態(tài)度形成3、決策(Decision)確定采用或拒絕一項(xiàng)創(chuàng)新活動(dòng)4、實(shí)施(Implementation)——投入創(chuàng)新的運(yùn)用5、確認(rèn)(Confirmation)——強(qiáng)化或撤回關(guān)于創(chuàng)新的決定（二）受采用的創(chuàng)新的特征1、相對(duì)優(yōu)越性——一項(xiàng)創(chuàng)新優(yōu)越于它所取代的舊觀念的程度；2——一項(xiàng)創(chuàng)新與現(xiàn)有價(jià)值觀、以往經(jīng)驗(yàn)預(yù)期采用者的需求同存的程度；3——用的難度；4、可實(shí)驗(yàn)性——一項(xiàng)創(chuàng)新在有限基礎(chǔ)上可被試驗(yàn)的程度；十一、Usesandgratificationstheory(UGT)使用與滿足理論Usesandgratificationstheory(UGT)isanapproachtounderstandingwhyandhowpeopleactivelyseekoutspecificmediatosatisfyspecificneeds.UGTisanaudience-centeredapproachtounderstandingmasscommunication.Divergingfromothermediaeffecttheoriesthatquestion"whatdoesmediadotopeople?",UGTfocuseson"whatdopeopledowithmedia?"Thiscommunicationtheoryispositivisticinitsapproach,basedinthesocio-psychologicalcommunicationtradition,andfocusesoncommunicationatthemassmediascale.ThedrivingquestionofUGTis:Whydopeopleusemediaandwhatdotheyusethemfor?UGTdiscusseshowusersdeliberatelychoosemediathatwillsatisfygivenneedsandallowonetoenhanceknowledge,relaxation,socialinteractions/companionship,diversion,orescape.Itassumesthataudiencemembersarenotpassiveconsumersofmedia.Rather,theaudiencehaspowerovertheirmediaconsumptionandassumesanactiveroleininterpretingandintegratingmediaintotheirownlives.Unlikeothertheoreticalperspectives,UGTholdsthataudiencesareresponsibleforchoosingmediatomeettheirdesiresandneedstoachievegratification.Thistheorywouldthenimplythatthemediacompeteagainstotherinformationsourcesforviewers'gratification.UGThasaheuristicvaluetodaybecauseitgivescommunicationscholarsa"perspectivethroughwhichanumberofideasandtheoriesaboutmediachoice,consumption,andevenimpactcanbeviewed使用與滿足理論（UsesandGratificationstheory）是認(rèn)為閱聽(tīng)人（mediaaudience）可以主動(dòng)使用媒體來(lái)尋找可滿聽(tīng)人使用媒介的動(dòng)機(jī)。使用與滿足理論是由ElihuKatz、JayBlumlerMickaelGurevitch等學(xué)者于1974年版的《大眾傳播媒體的使用》（TheusesofMassCommunication）一書中所提。此理論強(qiáng)調(diào)以「主動(dòng)的閱聽(tīng)人」為中心，反對(duì)媒體萬(wàn)能論以來(lái)被動(dòng)接收者的概念，認(rèn)為閱聽(tīng)人絕非被動(dòng)的接收者，強(qiáng)調(diào)閱聽(tīng)人和媒體之間的自愿性和選擇性。此一理論開(kāi)啟了新的研究方向，開(kāi)始了閱聽(tīng)人如何運(yùn)用傳媒的研究，并持續(xù)發(fā)展許多的相關(guān)研究。8/11十二、Cultivationtheory教養(yǎng)理論Cultivationtheoryisasocialtheorywhichexaminesthelong-termeffectsoftelevision."Theprimarypropositionofcultivationtheorystatesthatthemoretimepeoplespend"living"inthetelevisionworld,themorelikelytheyaretobelievesocialrealityportrayedontelevision.Cultivationleavespeoplewithamisperceptionofwhatistrueinourworld.DevelopedbyGeorgeGerbnerandLarryGrossoftheUniversityofPennsylvania,cultivationtheoryderivedfromseverallarge-scaleresearchprojectsaspartofanoverallresearchprojectentitled'CulturalIndicators'.ThepurposeoftheCulturalIndicatorsprojectwastoidentifyandtrackthe'cultivated'effectsoftelevisiononviewers.Theywere"concernedwiththeeffectsoftelevisionprogramming(particularlyviolentprogramming)ontheattitudesandbehaviorsoftheAmericanpublic."GerbnerassertsthattheoverallconcernabouttheeffectsoftelevisiononaudiencesstemmedfromtheunprecedentedcentralityoftelevisioninAmericanculture."Thetheoryclearlypositsthatthecultivationeffectoccursonlyafterlong-term,cumulativeexposuretotelevision."HeclaimedthatbecauseTVcontainssomuchviolence,"peoplewhospendthemosttimeinfrontofthetubedevelopanexaggeratedbeliefinameanandscaryworld."Hepositedthattelevisionasamassmediumofcommunicationhadformedintoacommonsymbolicenvironmentthatbounddiversecommunitiestogether,socializingpeopleintostandardizedrolesandbehaviors."Today,theTVsetisakeymemberofthehousehold,withvirtuallyunlimitedaccesstoeverypersoninthefamily."Hecomparedthepoweroftelevisiontothepowerofreligion,sayingthattelevisionwastomodernsocietywhatreligiononcewasinearliertimes.CultivationAnalysisisapositivistictheory,meaningitassumestheexistenceofobjectiverealityandvalue-neutralresearch.AstudyconductedbyJenningsBryantandDorinaMiron(2004),whichsurveyedalmost2,000articlespublishedinthethreetopmasscommunicationjournalssince1956,foundthatCultivationAnalysiswasthethirdmostfrequentlyutilizedtheory,showingthatitcontinuestobeoneofthemostpopulartheoriesinmasscommunicationresearch.教養(yǎng)理論（n，又稱培養(yǎng)理論、涵化理論、涵化假設(shè)、涵化分析，格伯納等人認(rèn)為，在現(xiàn)代社會(huì)目中描繪的“主觀現(xiàn)實(shí)”與實(shí)際存在的客觀現(xiàn)實(shí)之間發(fā)生著很大的偏離。同時(shí)，這種影響不是短期的，而是一個(gè)長(zhǎng)期十三、Limited-EffectsTheory有限效果論Mediararelydirectlyinfluenceindividuals.Thereisatwo-stepflowofmediainfluence.9/11Bythetimemostpeoplebecomeadults,theyhavedevelopedstronglyheldgroupcommitmentssuchaspoliticalpartyandreligiousaffiliations.Theseaffiliationsprovideaneffectivebarrieragainstmediainfluence.Whenmediaeffectsdooccur,theyaremodestandisolated.群體歸屬關(guān)系和群體規(guī)范，大眾傳播過(guò)程中的人際影響等等。十四、MarshallMcluhanMediaTheory麥克盧漢的媒介理論TheextensionsofmanMcluhan ’sideathatmedialiterallyextendsight,hearing,andtouchthroughtimeandspace.2.TheMediumIstheMassageMcluhan ’sideathenewformsofmediatransformourexperienceofourselvesandoursocietyandthisinfluenceisultimatelymoreimportantthanthecontentofspecificmessages.3.TheGlobalVillageMcluhan ’sconceptionofanewformofsocialorganizationemergingasinstantaneouselectronicmediatietheentireworldintoonegreatsocial,politicalandculturalsystem4."Hot"and"cool"mediaInthefirstpartofUnderstandingMedia,McLuhanalsostatedthatdifferentmediainvitedifferentdegreesofparticipationonthepartofapersonwhochoosestoconsumeamedium.Somemedia,suchasfilm,were"hot"-thatis,theyenhanceonesinglesense,inthiscasevision,insuchamannerthatapersondoesnotneedtoexertmucheffortinfillinginthedetailsofamovieimage.McLuhancontrastedthiswith"cool"TV,whichheclaimedrequiresmoreeffortonthepartofviewertodeterminemeaning,andcomics,whichduetotheirminimalpresentationofvisualdetailrequireahighdegreeofefforttofillindetailsthatthecartoonistmayhaveintendedtoportray.AmovieisthussaidbyMcLuhantobe"hot",intensifyingonesinglesense"highdefinition",demandingaviewer'sattention,andacomicbooktobe"cool"and"lowdefinition",requiringmuchmoreconsciousparticipationbythereadertoextractvalue.麥克盧漢的媒介理論：（一）媒介是人體的延伸（二）媒介即訊息（三）熱媒介與冷媒介10/11（四）地球村（五）對(duì)麥克盧漢媒介理論的總體評(píng)價(jià)（一）媒介是人體的延伸1、內(nèi)容媒介是人體感官能力的延伸和擴(kuò)展:文字印刷媒介是視覺(jué)能力的延伸，廣播是聽(tīng)覺(jué)能力的延伸，電視是視覺(jué)、聽(tīng)覺(jué)和觸覺(jué)能力的延伸。2、評(píng)價(jià)在"洞"基礎(chǔ)上的一種思辨性的推論。（二）媒介即訊息 1、內(nèi)容媒介本身才是真正的訊息，也就是說(shuō)，人類有了某種媒介才可能從事與之相應(yīng)的傳播或其他社會(huì)活動(dòng)，因此真正社會(huì)后果。、評(píng)價(jià)意義:（1）這是麥克盧漢對(duì)傳播媒介技術(shù)在人類社會(huì)發(fā)展中的地位和作用的高度概括。（2）強(qiáng)調(diào)媒體是社會(huì)發(fā)展的動(dòng)力，也是區(qū)分不同社會(huì)形態(tài)的標(biāo)志缺陷:——極端性——媒介的社會(huì)占有結(jié)構(gòu)，所有制關(guān)系如何，也反過(guò)來(lái)規(guī)定媒介活動(dòng)的特點(diǎn)和作用性質(zhì)。（三）熱媒介與冷媒介1、含義廣播、電影等。需要受眾參與其中的程度低電話等。2、評(píng)價(jià)的心理行為反應(yīng)也各具特點(diǎn)，對(duì)媒介的研究應(yīng)把這些因素考慮在內(nèi)，但是這種分類的確有些牽強(qiáng)而且似是而非。四）地球村、內(nèi)容:在自然社會(huì)，口語(yǔ)是主要以傳播媒介，人的交往受距離的限制，文學(xué)印刷媒介產(chǎn)生后，人類由"耳朵的社會(huì)"進(jìn)入"眼睛的社會(huì)"人與人之間聯(lián)系變得疏遠(yuǎn)。電子媒介的出現(xiàn)與普及改變了這種狀況，它們以接近于實(shí)時(shí)的傳播速度和強(qiáng)烈的現(xiàn)場(chǎng)感、目擊感把遙遠(yuǎn)的世界拉得很近"村"，任何國(guó)家和社會(huì)都是村莊的一部分。2、影響地球村的出現(xiàn)和發(fā)展給人類社會(huì)帶來(lái)極大影響，人與人，社會(huì)與社會(huì)，國(guó)家與國(guó)家的相互依賴性及關(guān)系的密切程度大大增強(qiáng)，經(jīng)社交等社會(huì)結(jié)構(gòu)要素的形態(tài)發(fā)生了前所未有的變化。（五）對(duì)麥克盧漢媒介理論的總體評(píng)價(jià)1、意義有介質(zhì)。他將媒介置于一個(gè)廣闊的社會(huì)，歷史情境中研究。因此其媒介分析有了高度和縱深的品質(zhì)。開(kāi)拓了從媒介技術(shù)出發(fā)觀察人類社會(huì)發(fā)展的視角，并強(qiáng)調(diào)了媒介技術(shù)的社會(huì)歷史作用。作用。關(guān)于地球村的預(yù)言也符合當(dāng)前世界的發(fā)展趨勢(shì)。2、局限會(huì)因素的作用。忽略了人的主體性和主觀能動(dòng)性，人仿佛成為媒介主宰的對(duì)象。（3）忽視媒介具體內(nèi)容，對(duì)冷熱媒介劃分過(guò)于牽強(qiáng)（4）全部依據(jù)都集中在媒介工具對(duì)中樞感覺(jué)系統(tǒng)的影響上，由此解釋的人類行為也是片面的。1、冷媒介和熱媒介Ahotmediumisonethatextendonesinglesensein“highdefinition“Highdefinitionisthestateofbeingwellfilledwithdate.And,hotmediadonotleavesomuchtobefilledorincompletedbytheaudience,namly,lowinparticipation,suchasradia,moive.Bycontrast,acoldmediunislowdedinitionanditgivesaamountofinformation,there,coolmediaarehighinparticipationorcompletionbyaudience.forexample,aphoto,thereistoolittleinformationtounderstand.2兩級(jí)傳播.two-stepflowofcommunicationIn simple words,it be drawn”media source—opinion leaders population.”whentheopinionleadersadoptedthatfrommedia,thus,changeshadhappenedonthepupulace.thissuggeststhatideasofenflowfromtotheopinionleadersandfromthemthelessactivesectionof thepopulation.Toillustrateit,I’llgivean example:A man is going to vote A for predisent,but his friend stronglyrecommendedB,what’smore,hisfriendlistsmanyreasonsthatfrommedia,atlast,themanchoosedB.Thevotingcourseisthetwo-stepflowofcommunication.3.意見(jiàn)領(lǐng)袖opinionleadershipTheopinionleadershipplaydaspecialroleinthenetworkofpersonalrelationgships,theyengagedinpoliticaldissionmuchmorethantherestoftherespondents.oillustrateit,I’llgiveanexample:AmanisgoingtovoteAforpredisent,buthisfriendstronglyrecommendedB,what’smore,hisfriendlistsmanyreasonsthatfrommedia,atlast,themanchoosedB.Inthiscourse,thefriendistheopinionleadership.Threehypothetialpositions①．Thefirsthypothetialpositionisthedominant-hegemonicposition,stateinanotherway,whentheviewertakestheconnotedmeaningfromamedium,thedecodesthemessageintermsofthereferencecodeinwhichithasbeenecoded,wemightsaytheviewerisoperatinginside thedominantcode.②.Thesecondisnegotiatedcode.simply,corporatedecodings,decodingwithinthenegotiatedversioncontainsamixtureofadaptiveandoppositionalelements.what’smore,negotiatedcodesoperatethroughparticularorsituatedlogics.③.Thethirdisoppositionalcode.Asweallknow,itispossibleforaviwerperfectlytounderstandthemeaninggivenbyadiscoursebuttodecodethemessageinagloballycontraryway.Viwersdetotalizedthemessageinthepreferredcodeinordertoreto