浅议“魔弹论”思想的存在历史及再现可能

"魔弹论"是大众传播效果研究的最初成果,同时也是收获最多批评和鞭挞的效果研究理论之一。本文试图从"魔弹论"的产生原因和历史演进过程入手,探析"魔弹论"的基本内容和现实意义,并以高速发展的现代大众传媒环境为背景探求"魔弹论"的再现可能性。     

“魔弹论”对“被时代”现象的另角度解释

＂被时代＂是时下流行的社会现象与大众传播事件,其出现绝非是偶然和荒谬的。本文借助传播学发展史上的＂魔弹论＂观点,从传播过程各要素呈现强弱对比的态势、大众传播媒介发展对受众心理的影响、大众传播是其本时代社会背景折射三方面,对＂被时代＂现象进行了另角度解释,以探究其深层原因和内在规律。     

从“魔弹论”看网络流行语的传播

随着新媒体的兴起和普及,越来越多的人使用和依赖网络,使网络成了最有力的传播工具之一,潜移默化地改变着人们的语言表达方式。一些网络语言通过网络的传播迅速走红,成为“网络流行语”。网络流行语的传播与传播学中的“魔弹论”有一定的关联。     

魔弹效应：从受众视角出发的新解读与再思考——以“伪养生大师”现象为例

传播效果的“魔弹论”早在70年前即被证明是过于简单、笼统和天真的,传播学者包括施拉姆、克拉珀在内均以“盖棺定论”之态度将其否定。然而,对于每一种传播效果理论,我们都不宜用单纯的“是”或“非”进行评判。“张悟本现象”、“马悦凌现象”的出现却仿佛预示着“魔弹论”大有卷土重来之势。本文将通过分析“伪养生大师”现象中受众加工信...     

基于微博平台UGC的魔弹效果分析——以“海底捞”人性化服务为例

微博的出现使得自媒体的发展成为一大趋势,基于web2.0技术的微博用户的大量聚集,UGC即用户生成内容产生的魔弹效果逐渐显现出来。本文将以海底捞人性化服务为例,对海底捞体的形成和传播机制,微博传播对海底捞公司人性化服务的宣传产生的效果进行分析。     

“戈培尔魔弹”的存在及再现可能

即将逝去一个世纪的“戈培尔魔弹“早已灰飞烟灭,但人们对那一场疯狂往事的追问从未停止。戈培尔说谎言千遍成真话,今天我们都会嘲笑他的荒谬,却鲜有人去追问谎言在说第一遍时为什么不被拒绝,乃至到说一千遍时被接受。本文主要讨论二战前德国的情况,以阐释只要条件合适,“戈培尔魔弹“在任何时代都有存在及再现的可能。     

浅谈信息类型与传播效果

本文结合马斯洛的需要层次理论,对信息进行分类。在研究传播效果时,应根据不同的信息类型分别研究传播效果,不应一概而论。不同的信息类型会导致不同的传播效果。     

舆论爆发与应对机制——基于适度效果论的研究

20世纪70年代美国德克萨斯大学的沃纳·赛弗林和小詹姆斯·坦卡特在综合考察了使用与满足理论、创新扩散理论、议事日程设置理论等有关大众传播效果研究后提出了"适度效果论"(Moderate Effects Theory):即认为"魔弹论"夸大了大众传播媒体的威力,"有限效果论"又贬低了大众传播的效果,其实际效果应当居于这两种理论之间。"适度效果论"主张在考察大众传播效果时,既要着眼于媒体对受众的影响,     

新闻宣传不是“魔弹”

一个先进典型报道和宣传到什么时候划句号?经验告诉我们:见好收。什么都往典型身上贴,不管这个典型有否承受力,等到人家不信这个典型了,典型宣传才划句号,结果连典型本身也被糟蹋了。     

“控制”引导的传播学:对学科奠基人的再思考

美国传播研究始于20世纪20年代,到40年代传播研究基本确立了以效果为主导方向,大致遵循了李普曼在20年代初就提出的控制思想。被美国传播学界忽视的不仅是芝加哥学派有关传播的思考,也包括李普曼的奠基人地位。本文试图通过回溯20世纪20年代到40年代传播学确立效果研究为方向的历史,呈现出其暗合"控制"思想的脉络,并讨论奠定传播学科主流思想的李普曼为何最终没有成为学科奠基人。     

Relational Communication in Computer-Mediated Interaction Revisited: A Comparison of Participant–Observer Perspectives

Studies of online environments estimate that the majority of members in online forums do not contribute to ongoing discussions and only observe or “lurk” (e.g., Nonnecke & Preece, 2000). Despite the prevalence of this form of information acquisition, direct comparisons between the experiences of these “observers” (or “lurkers”) and active participants are lacking. The present research draws on previous research examining perceptual differences between participants and observers as well as social information processing theory (Walther, 1992) and reports on three studies examining such differences in computer-mediated communication (CMC). Study 1 examined the effects in the context of interpersonal interaction in synchronous CMC. Study 2 examined the effects in the context of group interaction in both synchronous and asynchronous CMC. Study 3 replicated and extended the results of the previous studies across two time periods. The overall results (a) support the presence of participant–observer differences in CMC, (b) show that the presence of anticipated future interaction moderates said differences, and (c) provide mixed evidence that participant and observer interpretations of relational messages converge over time.     

A Difference We Can Call Our Own

The article contends that communication scholars' most influential work is often not identifiably “communication” research. This phenomenon is a result of: (a) theory, which emphasizes message effects rather than message content, and (b) method, which has failed to provide valid, detailed, and shared methods for the quantitative examination of message content. It is suggested that a stronger focus on message content is required if communication is to maintain a disciplinary identity and a unique disciplinary contribution.     

Symbolic convergence and special communication theories: Sensing and examining dis/enchantment with the theoretical robustness of critical auto ethnography

This study answers 4 research questions as it explicates the SCT's ability to explain how special communication theories come into being as the product of rhetorical visions that contain the norms, conventions, and customs for exemplar participation in a specific communication style. This study demonstrates that the concept of rhetorical vision yields insights into the creation, rise, and potential for demise of a style‐specific, special theory of communication named the critical autoethnography special theory (CAST). The study reports that the CAST itself is a symbolically created product of the critical autoethnographic rhetorical vision (CARV). The study's findings indicate that CARV's life‐cycle is congruent with those of other rhetorical visions and would predict that the CARV may well implode upon itself as it contains the seeds of its own destruction.     

被经验的中介和被中介的经验——从传播理论教材的译介看传播学在中国

本文以国外传播理论教材的译介作为视角,考察了欧美传播理论话语在中国的诠释和变异,研究了西方客观经验主义的大众传播理论如何被潜移默化地等同于传播学的过程,同时以《传播理论导引:分析与应用》为例,对我国目前传播学的教学与研究中存在的一些问题进行了探讨,提出应该进一步开阔视野、注重研究范式、重新思考传播理论的教学与应用。     

A Theory of Political Campaign Media Connectedness

The study of political mass communication information outlet effects has been dominated by two types of studies, those which focus on a single outlet and those which look at the comparative influence of multiple outlets. The current study seeks to advance a third study type by offering a theory of political campaign media connectedness. Three axioms are offered in this work. In addition, a series of hypotheses involving five political communication campaign information outlets (conservative political talk radio, FOX cable TV news, daily newspapers, national network TV news, debate viewing) are posited. This work emphasizes the need to understand how various information outlets function in coordination with one another to produce a potentially diverse set of direct and indirect political campaign media effects. Future lines of theoretical inquiry and empirical research are outlined.     

A Preliminary Study of Racialized Brawn and Brain Framing Effects

Extant research has established that racially based brawn and brain frames are common within sports media. Framing theory suggests that these brawn and brain frames should influence audience members’ behaviors and attitudes, but little empirical evidence to support this notion exists. This study used a quasi-experimental design (Frame x Athlete Race) to understand how exposure to sports news articles that emphasize the physical or mental attributes of White and Black athletes may result in audiences’ subsequent observable behaviors or character judgments toward athletes. Results indicated that frames influenced audiences’ behaviors in a simulated environment and attitudes regarding athletes’ mental abilities, whereas athlete race influenced audiences’ attitudes of athletes’ physical abilities. These findings support sports scholars’ assertions about framing effects and underscore the potential dangers of current sports media trends.     

Detecting Deceptive Communication Through Computer-Mediated Technology: Applying Interpersonal Deception Theory to Texting Behavior

Interpersonal Deception Theory (IDT) argues that deception is an interpersonal action where people employ communication tactics to achieve various goals. Deception is a global concept; thus, much investigation has been conducted to determine the roots of such deceptive behavior. Through IDT, deception is categorized as a dynamic process where both the sender and receiver need to be engaged for deception to be successful. In extension of IDT, a study was conducted to determine the degree to which undergraduate students engage in deceptive behavior via text messaging. Through a survey design, undergraduate students' deceptive texting behaviors and deceptive detection traits were assessed. Results indicate that among undergraduate students, text messaging is an interpersonal form of communication that circumvents professionalism and power. Further, undergraduate students were much more likely to engage in deceptive texting with family and friends, but did so with significantly less frequency in the organizational setting.     

价值论与需要论的联系和区别

In the United States,the academic contention about the "theory of value",M.Dewey being the leading character,and the "theory of demand ",C.A.Cutter and W.F.Poole being the chief characters,has had a profound impact upon the Chinese library circle.It has found its expression in the contention about "stocking"and "using"of library materials.The knowledge of the nature of their connections and discriminations will play an active part in our theoretical and practical work,3 refs.     

2006年中国传播学理论研究综述

本文选取国内五本较有代表性的学术期刊,对2006年刊载的传播学基础理论研究论文进行研读,就理论和理论史、基本概念和方法论三个方面展开了总结和分析。