传播学经典理论英文版［中文批注］ 目录 一、 Opinion Leaders 意见领袖 __________________________________________ 2 ____ 二、 5W Box 5w 理论 __________________________________________________ _ ______

三、 The Bias of Communication 传媒偏向论 _________________________________ 2 四、 The Spiral of Silenee 沉默的螺旋 _____________________________________ 3 五、 Gatekeeper把关人理论 _____________________________________________ 4 ____ 六、 Selective exposure hypothesis 选择性接触假说 ____________________________ 4 七、 Knowledge Gap Theory 知识沟假说 ____________________________________ 5 八、 Agenda Setting Theory 议程设置理论 ___________________________________ 5 九、 Magic bullet theory 魔弹论 ____________________________________________ 5 ____ 十、Information (Innovation ) Diffusion Theory 信息(创新)扩散论 ____________________ 6 十^一、 Uses a nd gratificati ons theory (UGT)使用与满足理论 ______________________ 7 十二、Cultivation theory 教养理论 ___________________________________________ 8 十三、Limited-Effects Theory 有限效果论 ______________________________________ 8 十四、 Marshall Mcluhan Media Theory麦克卢汉的媒介理论 ________________________ 9 2/ 11 一、Opinion Leaders 意见领袖 Active in information networks, have many information channels ,so they can often provi de in formati on and advice for others and can in flue nee others.

意见领袖是指在人际传播网络中经常为他人提供信息，同时对他人施加影响的“活跃分子”，他们在大众传播效果的 形成过程中起着重要的中介或过滤的作用，由他们将信息扩散给受众，形成信息传递的两级传播。 二、 5W Box 5w 理论 1. Who com muni cates to whom?(sources and receivers) 2. Why com muni cate?(fu ncti on and purposes) 3. How does com muni cati on take place?(cha nn els,la nguages,codes) 4. What about?(c on tent,references,types of information) 5. What are the outcomes of com muni cati on (intend or uninten ded ),for in formati on, understandings, action the Riseof Mass Mdia 美国学者H •拉斯维尔于1948年在《传播在社会中的结构与功能》一篇论文中，首次提出了构成传播过程的五种基 本要素，并按照一定结构顺序将它们排列，形成了后来人们称之“五 W模式”或“拉斯维尔程式”的过程模式。这五个 W分别是英语中五个疑问代词的第一个字母，即： Who (谁)Says What (说了什么)In Which Cha nnel (通过 什么渠道) To Whom (向谁说) With What Effect (有什么效果)。 三、 The Bias of Com muni cati on 传媒偏向论 Inn is ' cen tral focus is the social history of com muni cati on media; he believed that the rel ative stability of cultures depends on the balanee and proportion of their media. To begi n our inquiry into this area, he suggests we ask three basic questions: How do specific c ommuni cati on tech no logies operate? What assumpti ons do they take from an d con trib ute to society? What forms of power do they encourage? For Inn is, a key to social cha nge isfo und in the developme nt of com muni cati on media. He claims that each medium embodies a bias in terms of the organization and control of information. Any empire or society isgenerally concerned with duration over time and e xtension in space. Time-biased media, such as st one and clay, are durable and heavy. Si nee they are difficu It to move, they do not encourage territorial expansion; however, since they have a long life, they do encourage the extension of empire over time. Innis associated these media with the customary, thesacred, and the moral. Time-biased media facilitate the develop ment of social hierarchies, asarchetypally exemplified by ancient Egypt. For Innis, speec h is a time-biased medium. Space-biased media are light and portable; they can be transported over large distances .They are associated with secular a nd territorial societies; they facilitate the expa nsion of empire over space. Paper is such a medium; it is readily transported, but has a relatively short lifespan.

伊尼斯发现，媒介可以分为两大类，两者有一个基本的区别：有利于空间上延伸的媒介和有利于时间上延续的媒介。 比如，石版文字和泥版文字耐久，它们承载的文字具有永恒的性质，容易传承。但是，它们不容易运输，不容易生 产，不容易使用，因而不利于空间上的传播。相反，莎草纸和纸张轻巧，容易运输，使用方便，能够远距离传播迅 息，然而它们传播的迅息却限于当下，就比较短暂。 他认为，传播和传播媒介都有偏向，大体上分为：口头传播的偏向与书面传播的偏向，时间的偏向与空间的偏向。 下面这段话，痛快淋漓地阐明伊尼斯“传播偏向论”的意旨、要害，说明媒介的性质和偏向，并且说明媒介为何有这 些偏向。他说： “倚重时间的媒介，其性质耐久，羊皮纸、黏土和石头即为其例……倚重空间的媒介，耐久性比较逊色，质地比 较轻。后者适合广袤地区的治理和贸易……倚重空间的材料，有利于集中化……我们考虑大规模的政治组织，比如帝 国时，必须立足在空间和时间两个方面。我们要克服媒介的偏向，既不过分倚重时间，也不过分倚重空间。” 强调媒介偏向、时间偏向和空间偏向的关系，并指出媒介与国家僚体制和宗教的关系。他说： “一个成功的帝国必须充分认识到空间问题，空间问题既是军事问题，也是政治问题；它还要认识到时间问题，时 间问题既是朝代问题和人生寿限问题，也是宗教问题。又说：“国家的官僚体制倚重空间，忽略时间。相反，宗教 却倚重时间，忽略空间。” 四、The Spiral of Silenee 沉默的螺旋

The spiral of sile nee is a political scie nee a nd mass com muni cati on theory propo un ded b y the German political scientist Elisabeth Noelle-Neumann. Spiral of silenee theory descr ibes the process by which one opinion becomes dominant as those who perceive their o pinion to be in the minority do not speak up because society threatens individuals with f ear of isolation. The assessment of one's social environment may not always correlate wi th reality. For a c on troversial issue,people will watch the "climate of opinion" before they make co mments . judging their opinion whether the "majority opinion", when people feel that th eir views are "majority" or in the "adva ntage" , it will tend to boldly express this op inion; when found his views are "a few" or in a "disadvantage" they often remain "silent." The more people rema in sile nt, the more feel that their views are not well accepted, thus a re sult, the more they tend to remain silent. Repeated several times, they form representing "dominant" status views and more powe rful, while holding "inferior" opinions of people sound more and more weak, such a cycle ,forming a "one more loudly, and the other more and more silent spiral down the proce ss." 沉默的螺旋理论提供了一种考虑问题的视角：团队意见的形成不一定是团队成员“理性讨论”的结果，而可能是对团 队中“强势”意见的趋同后的结果。需要注意的是：“强势”意见所强调的东西，不一定就是正确的。当团队中的少数 意见与“多数”意见不同的时候，少数有可能屈于“优势意见”的压力，表面上采取认同，但实际上内心仍然坚持自己 的观点，这就可能出现某些团队成员公开“表达的意见”与团队成员“自己的意见”不一致。要跳出沉默的螺旋，唯一 的出路就是尊重少数派，聆听反对者的声音。