传播学-复习要点(共10页).docx
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1、精选优质文档-倾情为你奉上Chapter11.“We look at the present through a rear-view mirror. We march backwards into the future.” It is said by Marshall McLuhan.2.Robert Cathcart and Gary Gumpert, two media researchers, have called the phenomenon of seeing the present in terms of the past a “media generation gap.”3.D
2、efinition of CommunicationCommunication is the transmission of information with the intention of influencing an audience. It is a symbolic, purposive, two-way process which is highly contextualized.4.Characteristics of CommunicationCommunication Is a ProcessCommunication Is SymbolicCommunication Is
3、ContextualCommunication Is PurposiveCommunication Is Two Way5. Models of Communication(1)Aristotles Modelone of our earliest models in his Rhetoric.In Rhetoric, Aristotle provided us with a basic idea of what variables would have to be considered in a communication event: speaker, message, audience,
4、 and form (fig. 1.1).(2) Berlos ModelIn The Process of Communication, David Berlo provided one of the simplest and most useful contemporary models of communication. Berlos source-message-channel-receiver model, commonly referred to as the SMCR model, has six basic constituents:1. The source2. The en
5、coder3. The message4. The channel5. The decoder6. The receiverIn order for us to communicate with each other, we have to translate our thoughts into symbols (encode them) in order to transmit messages. In our contemporary world, we have to rely on technology to encode and decode our messages.Berlos
6、model is linear, and therefore limited.(3) Shannon and Weavers ModelSignalDestinationReceiverInformation SourceTransmitterMessageMessageNoise SourceReceived SignalShannon and Weavers communication model (fig. 1.2) introduces the concepts of noise, entropy, redundancy, bit, feedback, and channel capa
7、city. Noise is anything in the channel (or medium) that interferes with the message.A serious limitation of the Shannon and Weaver model is that it does not take meaning into account.(4)Lasswells ModelIn 1948, political scientist Harold Lasswell came up with what has since been called the Lasswell f
8、ormula as a model for explaining communication. He concluded that a useful way to describe communication was to ask the following about it:WhoSays WhatIn Which ChannelTo WhomWith What Effect? 9Lasswells verbal model is helpful because it introduces the concept of effect. The model takes into account
9、 the fact that messages are not just decoded by receivers, but also have an impact on them.(5)Gerbners ModelIt deals with the nature of the human communicator and the role perception plays in communication. Gerbners model clearly distinguishes between an actual event, the way it is perceived by the
10、sender, how that perception is made into a message, and the way the message is perceived by the receiver. This model is useful in describing both communication and perceptual problems. Applied to the mass media, it can also be used to explore how accurately events in the real world are reported by t
11、he news as measured by audience perceptions.(6)DeFleurs Model1966, Melvin DeFleur created a communication model that was a development of the Shannon and Weaver model. In DeFleurs model,the two-way process nature of communication is highlighted. His inclusion of feedback and his depiction of communi
12、cation as circular suggest that the process of obtaining meaning from messages is complex. Frequently sender and receiver have to exchange roles as they work to overcome noise and negotiate a common meaning.Generally, the term feedback refers to any response a receiver might send to a source in resp
13、onse to an original message. (7)Westley and MacLeans ModelThe Westley and MacLean model, dating from 1957, has been influential because it deals with the complex situation of mass communication rather than the two-person models featuring a single sender and receiver. This model (fig. 1.5) has its or
14、igin in social psychology and in the work of T. M. Newcomb who sought to represent the dynamics of communication situations by examining how people developed and maintained their relationships with each other. Building on Newcombs work, Bruce Westley and Malcolm MacLean devised a more complicated mo
15、del to account for communication in the mass media. In this model, A and B are still communicating about some object or topic X. Because this is a mass communication situation, however, A is acting as an advocate by selecting from many possible Xs the one that is to be communicated to person B. As i
16、ntent in selecting among these topics is to purposively modify Bs perception of X. A could be a politician or an advertiser, for example, and X could be any topic from our social environment. C is an agent of both A and B. Cs role is to select certain As and provide them with access to the channel r
17、eaching B or the audience. Cs intent is to meet Bs need for adequate information.Chapter II1. Communication plays a variety of roles in our lives and in our society as a whole. Functional approaches to communication attempt to define and describe exactly what those roles might be.Functional theories
18、 assume that societies, groups, and individuals exist as systems and that these systems try to maintain themselves in a state of equilibrium or homeostasis.Deciding what purpose a communication event serves is not always easy because sometimes communication events serve multiple functions. Although
19、we generally create messages with a conscious intention in mind, sometimes messages serve other functions as well.Not all the functions of a communicated event may be intended (or manifest): some may be unintended (or latent).(news coverage of stunt driver Evel Knievels jump)Functional analysis help
20、s us see how communication events affect the normal operation of a given system. Events which help maintain systems are considered functional; those which cause strain are considered dysfunctional.Categories of Communication FunctionThe categories most often used to describe the different functions
21、communication serves are information, instruction, persuasion, and entertainment. Persuasion Persuasion refers to that class of messages designed to alter our beliefs or behavior. The key to recognizing communications persuasive function is to look for appeals to personal values and motives. The Gre
22、ek rhetorician Aristotle (384-322 B.C.) wrote about three major types of appeal. He called them Iogos(理性ration), or the appeal to logic; ethos(气质), or the appeal to character; and pathos(情感), or the appeal to emotions.When persuasion is designed to influence human actions by manipulating spoken, wri
23、tten, or pictorial representations, then it is considered propaganda.Harold Lasswell, a pioneering theorist in the realm of propaganda, argued that advertising also falls into the category of propaganda. People with whom the listener and viewer can readily identify or look up to are ideal for creati
24、ng effective propaganda. A similar approach is used in creating commercials. Thats why celebrity endorsements(明人代言)and testimonials are so often very successful.Entertainment Communication events whose function is to give us pleasure are called entertainment. Most of the people who provide entertain
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