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1、SECONDEDITIONMEDIATINGTHEMESSAGETheoriesofInfluencesonMassMediaContentPamelaJ.ShoemakerSyracuseUniversityStephenD.ReeseUniversityofTexas,AustinLongmanUSAMediatingtheMessage:TheoriesofInfluencesonMassMediaContent,SecondEditionCopyright©1996,1991byLongmanPublishersUSA.Allrightsreserved.Nopartofthi
2、spublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorpermissionofthepublisher.Longman,10BankStreet,WhitePlains,N.Y.10606Associatedcompanies:LongmanGroupLtd.,LondonLongmanCheshirePty.,Melbou
3、rneLongmanPaulPty.,AucklandCoppClarkLongmanLtd.,TorontoAcquisitionseditor:GeorgeHoffmanAssistanteditor:HillaryHendersonProductioneditor:LindaMoser/AliceViglianiCoverdesign:JosephdePinho,dePinhoDesignsProductionsupervisor:RichardBretanLibraryofCongressCataloging-in-PublicationDataShoemaker,Pamela
4、J.Mediatingthemessage:theoriesofinfluencesonmassmediacontent/PamelaJ.Shoemaker,StephenD.Reese.-2nded.p.cm.Includesbibliographicalreferencesandindex.ISBN0-8013-1251-51.Massmedia.2.Contentanalysis(Communication)I.Reese,StephenD.II.Title.P91.S461996302.23-dc2O95-3796CIP12345678910-MA-98979695Conten
5、tsPrefacetotheSecondEditionixPrefacetotheFirstEditionxiCHAPTER1STUDYINGINFLUENCESONMEDIACONTENT1SomeDefinitions4ARichHistoryofResearch5MediaSociology5,TheHypothesisApproach5,TheoreticalPerspectives6BuildingaTheoryofMediaContent7CHAPTER2BEYONDPROCESSESANDEFFECTS11TheTraditionalFocusofCommunicatio
6、nsResearch11LevelofAnalysis11,WhatIsStudied?12,MajorCommunicationsStudies14,Textbooks16WhytheTraditionalFocus?16TheSocialScienceContext17,TheFocusontheIndividual18,TheFocusonAudienceandEffects20Summary24CHAPTER3ANALYZINGMEDIACONTENT27WhyIsContentImportant?27ContentandCommunicationTheoryResearch2
7、8CategorizingContent28,OurFocusonNewsandEntertainment30MeasuringContent:HowWeStudyIt31Humanisticv.BehavioristTraditions31DoMediaReflectEvents?33Passivev.ActiveConceptualizations33,APassiveRolefortheMedia:MediaasChannels33,An
