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北京大学新闻与传播学院王秀丽xiuli.wang@pku.edu.cn1传播学理论人际传播理论组织传播理论组织内部传播：信息传递组织外部传播：公关、广告组织传播理论：古典主义、人际关系、人力资源大众传播理论2大众传播学理论mediaeffectmediasociologyIndividual...SocialsystemMassmediaIndividualsociety3FactorsinfluencingmediacontentShoemaker&Reese(1996)IndividuallevelMediaroutineOrganiza

2、tionOwnershipExtra-mediaorganizationGovernmentagenciesPublicrelationsSocialsystem4把关人理论（gatekeeping)KurtLewin(1947),sociologist/psychologistDavidManningWhite,1950ApplygatekeepingtojournalismShoemaker,1991book“Gatekeeping”Shoemaker&Vios,2008book“Gatekeepingtheory”Theprocessbywhichcountle

3、ssoccurrencesandideasarereducedtothefewmessagesweareofferedinournewsmedia.5大众传媒的“把关标准”①适时性（timeliness）②影响力（impact）③重要性（prominenceandimportance）④地域或文化的接近性（geographicorculturalproximity）⑤异常性（theunusualnatureoftheevent）⑥连续性（continuity）⑦意料中的意外（thesuddeninterestpeoplehaveinanongoingsitu

4、ation）⑧政治制度（politicalinstitution）⑨社会文化价值（socio-culturalvalues)Deviance&Socialsignificance(Shoemaker&Cohen,2006)6Gatekeepingontheinternet?7媒介效果研究理论(mediaeffect)UsesandGratifications（使用与满足）Agendasetting(议程设置）Spiralofsilence(沉默的螺旋）Mediadependency(媒介依赖理论）Cultivation(教化/涵养/培养理论）Knowledgega

5、ptoDigitaldivide（从知沟理论到数字鸿沟）DiffusionofInnovation(创新的扩散）8UsesandGratifications（使用与满足）Communicationbehaviorisgoal-directed,purposive&motivated.Peopleselect&usemediatosatisfyneeds&desires.Mediacompetewithothersourcesofsatisfaction.Comparewithtraditionalmedia,newmedia’sadvantagesinsatisfyi

6、ngaudiences’gratifications9Agendasetting(议程设置）McCombs&Shaw(1972)Thereisastrongcorrelationbetweentheamountofcoveragecertainissuesreceiveandtheimportanceattributedtotheseissuesbymassaudiences.MediaagendapublicagendaWhosetstheagendaontheinternet?10Spiralofsilence(沉默的螺旋）Noelle-Neumann,1974p

7、eopleconstantlysurveytheopinionenvironmentaroundthem,andwouldgowiththemajorityorviewpointsthatisinfavor,andwillbeunwillingtoexpressunpopularopinionsorkeeptheviewpointstothemselves.Gradually,theminorityvoiceswilldisappear.Massmediaplaysalargepartindeterminingwhatthedominantopini