传播学经典理论英文版--打印1

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 _____________________________________________________ 2

三、 The Bias of Communication 传媒偏向论 __________________________________ 2

四、 The Spiral of Silence 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 and gratifications 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

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一、 Opinion Leaders 意见领袖

Active in information networks, have many information channels ,so they can often provide information and advice for others and can influence 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 communicates to whom?(sources and receivers)

2. Why communicate?(function an

d purposes)

3. How does communication take place?(channels,languages,codes)

4. What about?(conten t,references,types of information)

5. What are the outcomes of communication (intend or unintended ), for information, understandings, action the Rise of 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 Channel （通过什么渠道） To Whom （向谁说） With What Effect （有什么效果）。

三、 The Bias of Communication 传媒偏向论

Innis’ central focus is the social history of communication media; he believed that the rela tive stability of cultures depends on the balance and proportion of their media. To begin our inquiry into this area, he suggests we ask three basic questions: How do specific communic ation technologies operate? What assumptions do they take from and contribute to society ? What forms of power do they encourage?

For Innis, a key to social change is found in the development of communication media. He cl aims that each medium embodies a bias in terms of the organization and control of informa tion. Any empire or society is generally concerned with duration over time and extension in space.

Time-biased media, such as stone and clay, are durable and heavy. Since they are difficult to move, they do not encourage territorial expansion; however, since they have a long life, the y do encourage the extension of empire over time. Innis associated these media with the cu