北京大学新闻与传播学院王秀丽网络媒体对传播学理论的影响

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1、网络媒体对传播学理论的影响网络媒体对传播学理论的影响北京大学新闻与传播学院北京大学新闻与传播学院王秀丽王秀丽王秀丽王秀丽1传播学理论n n人际传播理论人际传播理论n n组织传播理论组织传播理论n n组织内部传播：信息传递组织内部传播：信息传递n n组织外部传播：公关、广告组织外部传播：公关、广告n n组织传播理论：古典主义、人际关系、组织传播理论：古典主义、人际关系、人力资源人力资源n n大众传播理论大众传播理论2大众传播学理论大众传播学理论 media effect media sociology Individual.Social systemMass mediaIndividualsoc

2、iety3Factors influencing media contentn nShoemaker&Reese(1996)n nIndividual levelIndividual leveln nMedia routineMedia routinen nOrganizationOrganizationn nOwnershipOwnershipn nExtra-media organizationExtra-media organizationn nGovernment agenciesGovernment agenciesn nPublic relationsPublic relation

3、sn nSocial systemSocial system4把关人理论（把关人理论（gatekeeping)n nKurt Lewin(1947),sociologist/psychologistn nDavid Manning White,1950n nApply Apply gatekeepinggatekeeping to journalism to journalismn nShoemaker,1991 book“Gatekeeping”n nShoemaker&Vios,2008 book“Gatekeeping theory”n nThe process by which cou

4、ntless occurrences and The process by which countless occurrences and ideas are reduced to the few messages we are ideas are reduced to the few messages we are offered in our news media.offered in our news media.5大众传媒的“把关标准”n n适时性（适时性（适时性（适时性（timelinesstimelinesstimelinesstimeliness）影响力（影响力（影响力（影响力（

5、impactimpactimpactimpact）重要性（重要性（重要性（重要性（prominence and importanceprominence and importanceprominence and importanceprominence and importance）地域或文化的接近性（地域或文化的接近性（地域或文化的接近性（地域或文化的接近性（geographic or geographic or geographic or geographic or cultural proximitycultural proximitycultural proximitycultural

6、 proximity）异常性（异常性（异常性（异常性（the unusual nature of the eventthe unusual nature of the eventthe unusual nature of the eventthe unusual nature of the event）连续性（连续性（连续性（连续性（continuitycontinuitycontinuitycontinuity）意料中的意外（意料中的意外（意料中的意外（意料中的意外（the sudden interest people the sudden interest people the sudde

7、n interest people the sudden interest people have in an ongoing situationhave in an ongoing situationhave in an ongoing situationhave in an ongoing situation）政治制度（政治制度（政治制度（政治制度（political institutionpolitical institutionpolitical institutionpolitical institution）社会文化价值（社会文化价值（社会文化价值（社会文化价值（socio-cul

8、tural values)socio-cultural values)socio-cultural values)socio-cultural values)n nDeviance&Social significance(Shoemaker&Deviance&Social significance(Shoemaker&Deviance&Social significance(Shoemaker&Deviance&Social significance(Shoemaker&Cohen,2006)Cohen,2006)Cohen,2006)Cohen,2006)6Gatekeeping on th

9、e internet?7媒介效果研究理论媒介效果研究理论(media effect)n nUses and Gratifications（使用与满足）（使用与满足）n nAgenda setting(议程设置）议程设置）n nSpiral of silence(沉默的螺旋）沉默的螺旋）n nMedia dependency(媒介依赖理论）媒介依赖理论）n nCultivation(教化教化/涵养涵养/培养理论）培养理论）n nKnowledge gap to Digital divide（从知沟理（从知沟理论到数字鸿沟）论到数字鸿沟）n nDiffusion of Innovation(创新的

10、扩散）创新的扩散）8Uses and Gratifications（使用与满足）n nCommunication behavior is goal-directed,purposive&motivated.n nPeople select&use media to satisfy needs&desires.n nMedia compete with other sources of satisfaction.n nCompare with traditional media,new medias advantages in satisfying audiences gratification

11、s9Agenda setting(议程设置）n nMcCombs&Shaw(1972)n nThere is a strong correlation between the amount of There is a strong correlation between the amount of coverage certain issues receive and the importance coverage certain issues receive and the importance attributed to these issues by mass audiences.att

12、ributed to these issues by mass audiences.n nMedia agenda public agendaMedia agenda public agendan nWho sets the agenda on the internet?10Spiral of silence(沉默的螺旋）n nNoelle-Neumann,1974n npeople constantly survey the opinion environment people constantly survey the opinion environment around them,and

13、 would go with the majority or around them,and would go with the majority or viewpoints that is in favor,and will be unwilling to viewpoints that is in favor,and will be unwilling to express unpopular opinions or keep the viewpoints express unpopular opinions or keep the viewpoints to themselves.Gra

14、dually,the minority voices will to themselves.Gradually,the minority voices will disappear.disappear.n nMass media plays a large part in determining what Mass media plays a large part in determining what the dominant opinion is the dominant opinion is n n“沉默的螺旋沉默的螺旋”是否依旧在互联网上旋转是否依旧在互联网上旋转？1112Media

15、dependency(媒介依赖理论）n nBall-Rokeach and DeFleur,1976n nthe more dependent an individual is on the media for having his or her needs fulfilled,the more important the media will be to that person.n n媒介依赖与互联网上瘾（媒介依赖与互联网上瘾（Internet Internet addictionaddiction）？）？13Cultivation(教化/涵养/培养理论）n nGeorge Gerbner,

16、1970sn nTelevision“cultivates”or creates a worldview that,Television“cultivates”or creates a worldview that,although possibly inaccurate,becomes the reality although possibly inaccurate,becomes the reality because people believe it to be so.because people believe it to be so.n nMedias role in societ

17、yMedias role in societyn nFrom violence index to cultural indicators projectFrom violence index to cultural indicators projectn nMean world syndromesMean world syndromesn nHow virtual reality cultivates internet users actual reality?14Knowledge gap to digital dividen nKnowledge gap:Tichenor,Donohue&

18、Olien,1970n neach new medium increases the each new medium increases the gapgap between the between the information rich and information poor,because of information rich and information poor,because of differences in access to the medium,and control over differences in access to the medium,and contr

19、ol over its use,among other factors.its use,among other factors.n nSocial economic statusSocial economic statusn nDigital divide,mid-1990sn nthe gap between those people with effective access to the gap between those people with effective access to digital and information technology and those without.digital and information technology and those without.15Diffusion of innovationn n1962,Everett Rogers1962,Everett Rogersn nFrom agriculture to other fieldsFrom agriculture to other fields16