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1、实用标准1.OpinionLeadersActiveininformationnetworks,havemanyinformationchannels,sotheycanoftenprovideinformationandadviceforothersandcaninfluenceothers.2.TheSpiralofSilenceForacontroversialissue,peoplewillwatchthe"climateofopinion"beforetheymakecomments.judgingtheiropinionwh
2、etherthe"majorityopinion",whenpeoplefeelthattheirviewsare"majority"orinthe"advantage",itwilltendtoboldlyexpressthisopinion;whenfoundhisviewsare"afew"orina"disadvantage"theyoftenremain"silent."Themorepeopleremainsilent,themorefeelthattheirviewsarenotwellaccepted,thusaresu
3、lt,themoretheytendtoremainsilent.Repeatedseveraltimes,theyformrepresenting"dominant"statusviewsandmorepowerful,whileholding"inferior"opinionsofpeoplesoundmoreandmoreweak,suchacycle,forminga"onemoreloudly,andtheothermoreandmoresilentspiraldowntheprocess."3.GatekeeperLewin
4、wasfirstproposedthisidea.Theinformationwasscreenedandfilteredbycommunicator.文档实用标准Communicatorsdecidewhatwecanseeandhowwecansee.4.SelectiveexposurehypothesisAudienceinthecontactinformationofthemassmediaisnotindiscriminate,butmorewillingtochoosethecontentsthatarethesameor
5、similartotheiropinion,andforthecontentsofthisconfrontationorconflict,thereisatendencytoavoid.5.KnowledgeGapTheoryBecausethepeoplewhohavehighereconomicstatusisusuallymuchfastertogetinformationthanthoseoflowsocioeconomicstatus,therefore,themoreinformationistransmittedbythe
6、massmedia,theknowledgegapbetweenthetwotypesofpeopleismoretendtoexpand.6.AgendaSettingTheoryMassmediareportanissueornotdirectlyaffectpeople'sperceptiononthesubject.Massmediahighlightsanissuewillcausepeopletopaymoreattentiontotheissue.Massmediaonarangeoftopicsgivedifferent
7、levelsofcoverageaccordingtoacertainorderofpriority,itwillaffectpeople’sjudgmentaboutimportanceoftheseissues.7.Magicbullettheory文档实用标准Themessagesentbythemassmediaislikeamagicbullet,buttheaudienceasthetargetwithoutprotection,sotheaudiencecaneasilybeknockeddownbythemessages
8、entbythemassmedia.Thetheoryisthatmassmediahavepowerfulforcewhichcandirectlyaffectaudience.TextOneAnIntr
