传播学经典理论英文版打印
传播学经典理论英文翻译(可编辑修改word版)
1.O pinion LeadersActive in information networks, have many information channels ,so they can often provide information and advice for others and can influence others.2.T he Spiral of SilenceFor a controversial issue, people will watch the "climate of opinion" before they make comments . judging their opinion whether the "majority opinion", when people feel that their views are "majority" or in the "advantage" , it will tend to boldly express this opinion; when found his views are "a few" or in a "disadvantage" they often remain "silent." The more people remain silent, the more feel that their views are not well accepted, thus a result, the more they tend to remain silent. Repeated several times, they form representing "dominant" status views and more powerful, while holding "inferior" opinions of people sound more and more weak, such a cycle, forming a "one more loudly, and the other more and more silent spiral down the process. "3.GatekeeperLewin was first proposed this idea.The information was screened and filtered by communicator. Communicators decide what we can see and how we can see .4.Selective exposure hypothesisAudience in the contact information of the mass media is notindiscriminate, but more willing to choose the contents that are the same or similar to their opinion, and for the contents of this confrontation or conflict, there is a tendency to avoid.5.K nowledge Gap TheoryBecause the people who have higher economic status is usually much faster to get information than those of low socioeconomic status, therefore, the more information is transmitted by the mass media , the knowledge gap between the two types of people is more tend to expand.6.A genda Setting TheoryMass media report an issue or not directly affect people's perception on the subject.Mass media highlights an issue will cause people to pay more attention to the issue.Mass media on a range of topics give different levels of coverage according to a certain order of priority, it will affect people’s judgment about importance of these issues .7.M agic bullet theoryThe message sent by the mass media is like a magic bullet, but the audience as the target without protection ,so the audience can easily be knocked down by the message sent by the mass media.The theory is that mass media have powerful force which can directly affect audience.Text One An Introduction to Communicationii) Key Words & Expressions:communication n. 传播journalism n. 新闻学transfer n.& v. 传递，迁移information n. 信息circulation n. 流通，运行，循环，传播convey v. 传送，传递feedback n. 反馈，反应medium n. 媒体，媒介，中介II. Text StudySTUDY PREVIEW communication is an important word in our today’s academic study in journalism, sociology, psychology, economics & politics. It’s also heard more & more often in our daily life. So what is communication?Communication:The transfer of social information & the circulation of social information systems.Social:When we say “communication” in our study, we usually mean human communication, not animal communication; a “communication” happening in a society, not in other environments such as natural, physical or biological ones.Why we study “human communication”?Communication is the tool that makes societies possible. It is no accident that communication and community have the same word root.Without communication, there would be no communities; and without community, there could be no communication.The sociologist Charles Cooley called communication “the mechanism through which human relations exist and develop_ all the symbols of the mind, together with the means of conveying them through space and preserv ing them in time”.Transfer of information:When “communication” happens, information flows from one person to another, and then the receiver may give some feedback to the giver. During this process, the information is shared, and the giver and receiver can play the opposite role.Also, communication needs some medium, which is something both parts of a communication can understand. For example, two or more people come together, trying to share some information. But they are from different countries and have different life experiences. So if they want to understand one another, they must use some medium such as English language, or even body language.In modern times, words are important tools or media for communication. But communication is not conducted entirely, or even mostly, in words. A gesture, a facial expression, a pitch pattern, a level of loudness, an emphasis, a kiss, a hand on the shoulder, a haircut or lack of one _ all these carry information.Text Two Types of Communicationii) Key Words & Expressions:mass media 大众传播媒体mass communication 大众传播intrapersonal communication 自我传播interpersonal communication 人际传播group communication 群体传播audience 受众，观众，听众encode 编码code 代码transmit 传输，传达，传播decode 解码internalize 使内在化II. Text StudySTUDY PREVIEW The communication in which the mass media engage is only one form of communication. One way to begin understanding the process of mass communication is to differentiate it from other forms of communication.Intrapersonal CommunicationWe engage in intrapersonal communication when we talk to ourselves to develop our thoughts and ideas. This intrapersonal communication precedes our speaking or acting.Intrapersonal communication is an exchange of information we have with ourselves, such as when we think over our next move in a video game or sing to ourselves in the shower. Typing into a computer is electronically mediated intrapersonal communication.Interpersonal CommunicationWhen people talk to each other, they are engaging in interpersonal communication. In this simplest form, interpersonal communication is between two people physically located in the same place. It can occur, however, if they are physically separated but emotionally connected, like lovers on cell phones.The difference between the prefixes intra- and inter- is the key difference between intrapersonal and interpersonal communication. Just as intrasquad athletic games are within a team, intrapersonal communication is within one’s self. Just as intercollegiate games are between schools, interpersonal communication is between individuals.Interpersonal communication includes exchanges in which two or more people take part, but the term is usually reserved for situations in which just two people are communicating. Having a face-to-face conversation over lunch and writing a letter to a friend are everyday examples. When interpersonal communication is electronically mediated, as in a telephone conversation, the term point-to-point communication is sometimes used.Group CommunicationThere comes a point when the number of people involved reduces the intimacy of the communication process. That’s when the situation becomes group communication. A club meeting is an example. So is a speech to an audience in an auditorium.Mass CommunicationCapable of reaching thousands, even millions, of people is mass communication, which is accomplished through a mass medium like television or newspapers. Mass communication can be defined as the process of using a mass medium to send messages to large audiences for the purpose of informing, entertaining or persuading.In many respects the process of mass communication and other communication forms is the same: Someone conceives a message, essentially an intrapersonal act. The message then is encoded into a common code, such as language. Then it’s transmitted. Another person receives the message, decodes it and internalizes it. Internalizing a message is also an intrapersonal act.In other respects, mass communication is distinctive. Crafting an effective message for thousands of people of diverse backgrounds and interests requires different skills than chatting with a friend across the table. Encoding the message is more complex because a device is always used-for example, a printing press, a camera or a recorder.One aspect of mass communication that should not be a mystery is the spelling of the often-misused word communication. The word takes no “s” if you are using it to refer to a process. If you are referring to a communication as a thing, such as a letter, a movie, a telegram or a television program, rather than a process, the word is communication insingular form and communication in plural. When the term mass communication refers to a process, it is spelled without the “s”.Review:communication: Exchange of ideas，information.intrapersonal Communication: Talking to oneself.interpersonal Communication: Usually two people face to face.group Communication: More than two people; in person.mass Communication: Many recipients; not face to face; a process.Text Three Components of Mass CommunicationSTUDY PREVIEW Mass communication is the process that mass communicators use to send their mass messages to mass audiences. They do this through the mass media. Think of these as the Five Ms: mass communicators, mass messages, mass media, mass communication and mass audience.Mass CommunicatorsThe heart of mass communication is the people who produce the messages that are carried in the mass media. These people include journalists, scriptwriters, lyricists, television anchors, radio disc jockeys, public relations practitioners and advertising copywriters. The list could go on and on.Mass communicators are unlike other communicators because they cannot see their audience. David Letterman knows that hundreds of thousands of people are watching as he unveils his latest Top 10 list, but he can’t se e them or hear them chuckle and laugh. He receives no immediate feedback from his mass audience. This communicating with an unseen audience distinguishes mass communication from other forms of communication. Storytellers of yore told their vocabulary according to how they sensed they were being received. Mass communicators don’t have that advantage, although a studio audience.Mass MessagesA news item is a mass message, as are a movie, a novel, a recorded song and a billboard advertisement. The message is the most apparent part of our relationship to the mass media. It is for the messages that we pay attention to the media. We don’t listen to the radio, for example, to marvel at the technology. We listen to hear the music.Mass MediaThe mass media are the vehicles that carry messages. The primary mass media are books, magazines, newspapers, television, radio, sound recordings, movies and the web. Most theories view media as neutral carriers of messages. The people who are experts at media include technicians who keep the presses running and who keep the television transmitters on the air. Media experts also are tinkers and inventors whocome up with technical improvements, such as compact discs, DVDs, AM stereo radio and newspaper presses that can produce high-quality color.Mass CommunicationThe process through which messages reach the audience via the mass media is called mass communication. This is a mysterious process about which we know far less than we should. Researchers and scholars have unraveled some of the mystery, but most of how it works remains a matters of wonderment. For example, why do people pay more attention to some messages than to others? How does one advertisement generate more sales than another? Is behavior, including violent behavior, triggered through the mass communication process? There is reason to believe that mass communication affects voting behavior, but how does this work? Which is most correct-to say that people can be controlled by mass communication? Or manipulated? Or merely influenced? Nobody has the answer.Mass AudiencesThe size and diversity of mass audiences add complexity to mass communication. Only indirectly do mass communicators learn whether their messages have been received. Mass communicators are never sure exactly of the size of audiences, let alone of the effect of their messages. Mass audiences are fickle. What attracts great attention one day may notthe next. The challenge of trying to communicate to a mass audience is even more complex because people are tuning in and tuning out all the time, and when they are tuned in, it is with varying degrees of attentiveness.Review:mass Communicators: Message crafters.mass Message: What is communicated.mass Media: Vehicles that carry messages.mass Audiences: Recipients of mass messages.Text Four Communication Modelsii) Key Words & Expressions:communication model 传播模式narrative model 线性模式system model 系统模式the SMCR model 施拉姆模式concentric circle model 同心圆模式Claude Shannon 香农Warren Weaver 韦弗Harold Lasswell 拉斯韦尔Wilbur Schramm 施拉姆Thomas Bohn 波恩II.Text StudySTUDY PREVIEW Scholars have devised models of thecommunication process in an attempt to understand how the process works. Like all models, these are simplifications and are imperfect. Even so, these models bring some illumination to the mysterious communication process.Role of Communication ModelsHobbyists build models of ships, planes, automobiles and all kinds of other things. These models help them see whatever they are modeling in different ways. Industrial engineers and scientists do the same thing, learning lessons from models before they actually build something to full scale. Communication models are similar. By creating a facsimile of the process, we hope to better understand the process.A reality about models is that they are never perfect. This reality is especially true when the subject being modeled is complex. An architect, for example, may have a model of what the building will look like to passersby, but there also will be models of the building’s heating system, traffic patterns, and electrical, plumbing and ventilation systems. None of these models is complete or accurate in every detail, but all nonetheless are useful.Communication models are like that. Different models illustrate different aspects of the process. The process itself is so complex that no single model can adequately cover it.Basic ModelTwo Bell telephone engineers, Claude Shannon and Warren Weaver, laid out a basic communication model in 1948. They were working on advanced switching systems. The model, fundamentally a simple diagram, gave them a reference point for their work. That model has become a standard baseline for describing the communication process. The Shannon-Weaver model identifies five fundamental steps in the communication process:○The human stimulation that results in a thought.○The encoding of the thought into a message.○The transmission of the message.○The decoding of the message by the recipient into a thought.○The internalization of the message by the recipient.Narrative ModelYale professor Harold Lasswell, an early mass communication theorist, developed a useful yet simple model that was all words-no diagram. Lasswell’s narrative model poses four questions: Who says what? In which channel? To whom? With what effect?You can easily apply the model. Pick any bylined story from the front page of a newspaper.○Who says what? The newspaper reporter tells a story, often quoting someone who is especially knowledgeable4 on the subject.○In which channel? In this case the story is told through thenewspaper, a mass medium.○To whom? The story is told to a newspaper reader.○With what effect? The reader decides to vote for Candidate A or B, or perhaps readers just add the information to their reservoir of knowledge.The SMCR ModelThe classic model that stresses the dominance of the media was developed by Wilbur Schramm (1982), often credited as the founder of mass communication studies. He created what is known as the Source- Message-Channel-Receiver (SMCR) model.The Source-Message-Channel-Receiver (SMCR) model describes the exchange of information as the message passes from the source to the channel to the receiver, with feedback to the source.The source is the originator of the communication.The message is the content of the communication, the information that is to be exchanged.An encoder translates the message into a form that can be communicated- often a form that is not directly interpretable by human senses.A channel is the medium or transmission system used to convey the message from one place to another.A decoder reverses the encoding process.The receiver is the destination of the communication.A feedback mechanism between the source and the receiver regulates the flow of communication.Noise is any distortion or errors that may be introduced during the information exchange.This model can be applied to all forms of human communication, but here we will just illustrate it with mass communication examples. When you are at home watching a television program, the television network (a corporate source) originates the message, which is encoded by the microphones and television cameras in the television studio. The channel is not literally the number on the television dial to which you are tuned, but rather the entire chain of transmitters, satellite links, and cable television equipment required to convey the message to your home. Although we sometimes call a TV set a “receiver,” it is really the decoder and the viewer is the receiver. Feedback from viewers is via television rating services. Electronic interference with the broadcast and the distractions of barking dogs are possible noise components in this situation. The source of a message, which the author encoded with the software she used to comp ose the page’s content. The channel is the Internet, including the computer that the Web page is stored on, and the network connections between that computer, called a server, and your own. Your computer acts as the decoder. It decodes the message with your browser software (such as Netscape or Internet Explorer), and youare the receiver.In this classic view, mass communication is one-to-many communication, and the mass media are the various channels through which mass communication is delivered. That is, through newspapers, radio, TV, or film, the message is communicated from a single source to many receivers at about the same time, with limited opportunities for the audience to communicate back to the source.Concentric Circle ModelThe Shannon-Weaver model can be applied to all communication, but it misses some things that are unique to mass communication. In 1974 scholars Ray Hiebert, Donald Ungurait and Thomas Bohn presented an important new model-a series of concentric circles with the encoding source at the center. One of the outer rings was the receiving audience. In between were several elements that are important in the mass communication process but less so in other communication processes.The concentric circle model is one of the most complete models for identifying elements in the mass communication process, but it misses many complexities. It takes only one message from its point of origin, but in reality thousands of messages are being issued simultaneously. Audiences receive many of these messages, but not all of them, and the messages are received imperfectly. Feedback resonates back to communicators unevenly, often ill-based. Gatekeeping too is uneven. Inshort, there are so many variables that it is impossible to track what happens in any kind of comprehensive way.III.Review:Claude Shannon: Devised a basic communication model, with Warren Weaver.Warren Weaver: Devised a basic communication model, with Claude Shannon.basic communication model: Shows sender, encoding, transmission, decoding, receiver.Harold Lasswell: Devised the narrative model.narrative model: Describes process in words, not schematic.Thomas Bohn: Devised the concentric circle model, with Ray Hiebert, Donald Ungurait.concentric circle model: Useful radiating model of the mass communication process.Text Five Fundamentals in the Processii) Key Words & Expressions:homophyly n. 类似性tabloid n. 小报stimulation n. 刺激encoding n. 编码transmission n. 传递decoding n. 解码internalization n. 内化STUDY PREVIEW Most models for mass communication as well asother communication forms share some fundamental elements. The elements are sequential, beginning with whatever stimulates a person to want to communicate and continuing through encoding and transmission. To complete the communication process, the recipient of the message must decode and internalize it.StimulationBoth the Shannon-Weaver model and the concentric circle model begin with a source who is stimulated to want to communicate a message. The stimulation can result from many things. Emotions can be stimuli, as can something that is sensed. The stimulation can be as diverse as seeing a beautiful panorama or hearing a child cry.EncodingThe second step is encoding. The source puts thoughts into symbols that can be understood by whomever is destined to receive the message. The symbols take many forms-for example, the written word, smoke signals or pictographs.TransmissionThe message is the representation of the thought. In interpersonal communication the message is almost always delivered face to face. In mass communication, however, the message is encoded so that it is suitable for the equipment being used for transmission. Shannon and Weaver, being telephone engineers in the 1940s, offered the example ofthe sound pressure of a voice being changed into proportional electrical current for transmission over telephone lines. In technical terms, telephone lines were channels for Shannon and Weaver’s messages. On a more conceptual basis the telephone lines were the media, in the same way that the printed page or a broadcast signal is.DecodingThe receiver picks up signals sent by the transmitter. In interpersonal communication the receiver is a person who hears the message, sees it, or both. An angry message encoded as a fist banging a table is heard and perhaps felt. An insulting message encoded as a puff of cigar smoke in the face is smelled. In mass communication the first receiver of the message is not a person but the equipment that picks up and then reconstructs the message from the signal. This mechanical decoding is necessary so that the human receiver of the message can understand it. As Shannon and Weaver put it: “The receiver ordinarily performs the inverse operation that was done by the transmitter. ”InternalizationIn mass communication a second kind of decoding occurs with the person who receives the message from the receiving equipment. This is an intrapersonal act, internalizing the message. For this second kind of decoding to work, the receiver must understand the communication form chosen by the source in encoding. Someone who reads only English willnot be able to decode a message in Greek. Someone whose sensitivities are limited to punk rock will not understand Handel’s “Water Music.” In other words, the source and the receiver must have enough in common for communication to occur. This common experience, which can be as simple as speaking the same tongue, is called homophyly. In mass communication the encoder must know the audience well enough to shape messages that can be decode accurately and with the intended effect.The audience and how it perceives a message are essential in the mass communication process. This is no better illustrated than in a front- page headline in the National Examiner, a sensationalizing weekly tabloid: “Cops Think Kato Did It!” Brain “Kato” Kaelin was a pal of O. J. Simpson and had been subjected to police interviewing off and on for months before the Simpson murder trial. Kaelin sued the Examiner over the headline. In court, the Examiner said the “it” in the headline didn’t refer to the murders but to possible perjury. The Examiner argued that “it” was expl ained in a secondary head on Page 1: “…He Fears They Want Him for Perjury. ”A three-judge federal appeals court sided with Kaelin, saying that Examiner readers were likely to infer that the police thought he was a murder. This was despite the fact that th e story made it clear that “it” was perjury, not murder, and also despite the secondary Page 1head.The judges noted that the headline came only a week after the widely reported Simpson acquittal and that, in the court’s opinion, people who h ad followed the trial reasonably could have interpreted “it” to be murder. The decision allowed Kaelin to pursue his $15 million legal action against the Examiner.For mass communicators the lesson is that strict, literal meanings are not always enough. Audience inferences, part of the intrapersonal decoding process, must also be considered.stimulation: Stirs someone to communicate.encoding: Putting something into symbols.transmission: Sending a message. decoding:Translating a symbolic message.internalization: Making sense of a decoded message.homophyly: A coding oneness that makes communication possible.。
英文总结修订版传播学名词解释
1. I & Me: （主我与客我）The I is the impulsive,（冲动的）unorganized,（无组织的）undirected,（无向的）unpredictable part of you. （不可预知的你的一部分）The Me is the generalized other, made up of the organized and consistent patterns shared with others.。
客我是广义的,由有组织的和一致的方式与他人分享。
2. The Looking-glass Self: （镜中我）This theory explains socialization （社会化）as a reflection process （作为反射过程中）in which a person develops a self-image that is constructed based on how other people view him/her. （一个人发展的自我形象，构建基于别人是如何看待他/她）In this way, a person is socialized by trying to adjust their self-image.（通过这种方式,一个人社会化试图调整他们的自我形象）3. Time-biased media:（偏向时间的媒介）Time-biased media could carry information and messages that last for many generations,（时代）but tend to reach limited audiences, （但往往达到有限的观众,如粘土、石碑,.手抄手稿等等。
）such as clay, stone tablets, hand-copied manuscript and so on.munication effect: Communication behaviors（行为）with persuading（说服）motivation（动机）exert changes about mental, attitudes and action on audiences. 传播效果:带有劝服性动机的沟通行为，会对观众精神，态度和行动上产生变化。
英文版传播学教材书目
英文版传播学教材书目1.Mass communication, an introduction / John R. Bittner. -- 4th ed. -- Englewood Cliffs, N.J. : Prentice-Hall, c1986.2.The republic of mass culture : journalism, filmmaking, and broadcasting in America since 1941 / James L. Baughman. -- Baltimore : John Hopkins University Press, c1992.3.Old media/new media : mass communications in the information age / Wilson Dizard, Jr. -- 2nd ed. -- New York : Longman, c1997.4.Subediting : a handbook of modern newspaper editing and production / F.W. Hodgson. -- 2nd ed. -- Oxford ; Boston : Focal Press, 1993.5.Mass communication & development / by Baldev Raj Gupta. -- Chowk, Varanasi : Vishwavidyalaya Prakashan, 1997.municating politics : mass communications and the political process / edited by Peter Golding, Graham Murdock, and Philip Schlesinger. -- [Leicester, Leicestershire] : Leicester University Press ; New York : Holmes & Meier, 1986.7.Mass communication in Canada / by Rowland Lorimer, Mike Gasher. -- 4th ed. -- Oxford : Oxford University Press, 2001.8.Mass communications : a comparative introduction / Rowland Lorimer with Paddy Scannell. -- Manchester ; New York : Manchester University Press ; New York : Distributed exclusively in the USA and Canada by St. Martin's Press, c1994.9.Mass communications in the Caribbean / John A. Lent. -- Ames : Iowa State University Press, 1990.10.The media are American / Jeremy Tunstall.// New York : Columbia University Press, 197711.The mass communication / editor-in-chief Arvind Kumar. -- New Delhi : Anmol Pub. Pvt. Ltd., 1999.12.Journalism : a guide to the reference literature / Jo A. Cates. -- Englewood, Colo. : Libraries Unlimited, 1990.13.Shaking a leg : journalism and writings / Angela Carter ; with an introduction by Joan Smith ; edited by Jenny Uglow ; research assistant Charlotte Crofts. -- London : Chatto & Windus, 1997.14.From fact to fiction : journalism and imaginative writing in America. -- New York : Oxford Univ. Pr., 1985.15.The Sun shines for all : journalism and ideology in the life of Charles A. Dana / Janet E. Steele. -- 1st ed. -- Syracuse, N.Y. : Syracuse University Press, 1993.16.Cyberspace : and the repositioning of corporations / S. Shiva Ramu. -- Hyderabad, India : Universities Pr. (India) Ltd., c199917.Journalism, literature, and modernity : from Hazlitt to Modernism / edited by Kate Campbell. -- Edinburgh : Edinburgh University Press, c2000.18.A journalist's guide to sources / David Spark. - Oxford ; Boston : Focal Press, 1996.19.Journalism in the digital age : theory and practice for broadcast, print and on-line media / John Herbert. -- Oxford ; Boston : Focal Press, 2000.20.American politics in the media age / Thomas R. Dye, Harmon Zeigler.//Monterey, Calif. : Brooks/Cole Pub. Co., c1986.21.Practical newspaper reporting / Geoffrey Harris and David Spark ; edited, with additional material, by F.W. Hodgson. -- 3rd ed. -- Oxford ; Boston : Focal Press, 1997.22.Journalism : contributions to Commonweal, 1885-1890 / William Morris ; edited and introduced by Nicholas Salmon. -- Bristol, U.K. ; [Washington, DC] : Thoemmes Press, 1996.23.The journalism. edited by Herbert Bergman ; Douglas A. Noverr, Edward J. Recchia, associate editors. -- New York : P. Lang, 1998.24.Journalism workbook : a manual of tasks and resources. -- Oxford : Focal Press, 1995.25.The American chronicles of Jose Marti : journalism and modernity in Spanish America / Susana Rotker ; translated from the Spanish by Jennifer French and Katherine Semler. -- Hanover, NH : University Press of New England, c2000. (Reencounters with colonialism--new perspectives on the Americas)26.Access to media: a guide to integrating and computerizing catalogs / Intner, Sheila S. //New York Neal-Schuman Publishers, 1984.27.Creating online media : a guide to research, writing, and design on the Internet / Carole Rich // Boston : McGraw-Hill, 199828.America's schools and the mass media/edited by Everette E. Dennis, Craig L. LaMay. ; New Brunswick, N.J. //Transaction Publishers, c1993.29.Mass communication : teaching and studies at universities : a world-wide survey on the role of universities in the study of the mass media and mass communication / May Katzen //Paris : Unesco Press, 1975.30.Journalism in the United States, from 1690-1872 / Frederic Hudson. -- London : Routledge/Thoemmes Pr., 2000. -- 2 v. -- (American journalism : 1690-1940 ; 1-2)31.The mass media book. Edited by Rod Holmgren [and] William Norton.// Englewood Cliffs, N.J., Prentice-Hall [1972]32.Writing for the mass media/James Glen Stovall.//Englewood Cliffs, NJ Prentice Hall, c1990.33.A culture for democracy : mass communication and the cultivated mind in Britain between the wars / by D.L. LeMahieu. -- Oxford [England] : Clarendon Press ; New York : Oxford University Press, 1988.。
20世纪传播学经典文本
20世纪传播学经典文本1. "媒介的定义和效果" （The Medium is the Message）- 马歇尔·麦克卢汉（Marshall McLuhan）这篇经典文本探讨了媒介对人类思维、行为和社会的深远影响，麦克卢汉认为媒介本身就是一条信息，不仅传递内容，而且也塑造我们的经验和感知。
2. "公共领域景观" （The Public Realm: Exploring the City's Dominant Theme）- Jürgen Habermas这本书探讨了公共领域和城市的互动关系，强调了公共空间对于民主社会和公民参与的重要性。
3. "传播与社会文化理论" （Communication and Society: Theories and Research）- James Carey这本书是传播学领域的经典教材，涵盖了多个传播和社会文化的理论，从传媒效果到传媒批判，深入剖析了传播的各个层面和影响。
4. "危机与传播" （Crisis Communication and Crisis Management: An Ethical Approach）- Timothy L. Sellnow和Matthew W. Seeberger这本书研究了危机情况下的传播和管理，对于组织如何应对危机时的传播策略和道德问题进行了探讨。
5. "媒介与现代性" （Media and Modernity: A Social Theory of the Media）- John B. Thompson这本书研究了媒介如何塑造现代社会和现代性的理论，涵盖了从印刷媒介到电视和互联网的发展，并分析了媒介与社会关系的相互作用。
这些经典文本代表了20世纪传播学领域的重要思想和理论，对于理解传播的本质和影响具有重要意义。
传播学专业英语
Chapter One Introduction to Mass Communication♦Key Termscommunication 传播，交通：mass communication, be in communication with,feedback 反馈: asked the students for feedback on the new curriculum.interpersonal communication 人际传播:interpersonal relationshipsencoding 编码: audio encoding, hybrid encodingdecoding 解码: adaptive decodingpublic relations 公共关系noise 噪音,响声，无用数据，吸引注意的言行medium 媒介（media），手段，mass medium 大众媒介，大众传播工具，影响大量观众的一种公众媒介mass communication 大众传播，大众传播工具inferential feedback 推断性反馈reciprocal messages 交互讯息：（reciprocal互惠的，彼此相反的）cultural definition of communication 传播的文化定义dominant culture （mainstream culture）主流文化bounded culture (co-culture) 亚文化: bounded functiontechnological determinism 技术决定论: (determinism决定论，宿命论)visual communication 视觉传播third participant 第三方：（participant 参与者，参与的）concentration of ownership 所有权集中convergence 融合，会合点，集中，收敛conglomeration 集团化，混合物，凝聚：The state of being conglomeratedeconomies of scale 规模经济；因经营规模扩大而得到的经营节约oligopoly 寡头式的垄断，求过于供的市场情况（oligopolies）globalization 全球化：globalizeaudience fragmentation 受众分析：（audience：听众，观众，读者。
传播学概论英文版
External Communication
Explore strategies for managing public relations and maintaining a positive organizational image.
Leadership Communication
Discover the role of communication in effective leadership and management practices.
Organizational Communication and Management
Internal Communication
Learn how effective communication can enhance productivity and collaboration within organizations.
Privacy and Ethics in Social Media
Examine the ethical challenges and privacy implications of social media use.
Explore how social media platforms shape individual and collective identities.
Explore the dynamics of interpersonal communication and how it influences personal and professional relationships.
Intercultural Communication and Diversity
西方新闻传播学经典文库
西方新闻传播学经典文库1.政治传播学引论 G206/405馆藏复本：5可借复本：4(英) 布赖恩·麦克奈尔著新华出版社 20052.获取信息:新闻、真相和权力:news, truth and power G206.2/140馆藏复本：7可借复本：7格拉斯哥大学媒介研究小组新华出版社 20043.至关重要的新闻:电视与美国民意:television and American opinion G206/346馆藏复本：4可借复本：2(美) 仙托·艾英戈, 唐纳德·R. 金德著新华出版社 20044.全球电视和电影:产业经济学导论:an introduction to the economics of the business G229.1/616馆藏复本：3可借复本：2考林·霍斯金斯, 斯图亚特·迈克法蒂耶, 亚当·费恩著新华出版社 20045.新闻业与新媒介 G210.7/661馆藏复本：1可借复本：1(美) 约翰·V. 帕夫利克著新华出版社 20056.网络研究:数字化时代媒介研究的重新定向:rewiring media studies for the digital age G206.2/155馆藏复本：2可借复本：2(美) 戴维·冈特利特主编新华出版社 20047.视觉说服:形象在广告中的作用:the role of images in advertising J524/118馆藏复本：2可借复本：2(美) 保罗·梅萨里著新华出版社 20048.尴尬的接近权:网络社会的敏感话题 D58/299馆藏复本：6可借复本：5(英) 史蒂文·拉克斯编新华出版社 20039.富媒体穷民主:不确定时代的传播政治:communication politics in dubious times G206.2/166馆藏复本：1可借复本：1(美)罗伯特·W.麦克切斯尼著新华出版社 200410.关键概念:传播与文化研究辞典 G206-61/1馆藏复本：3可借复本：1(美) 约翰·费斯克等编撰新华出版社 200411.解放·传媒·现代性:关于传媒和社会理论的讨论:aiguments about the media and socialtheory G206/379馆藏复本：1可借复本：1(英) 尼古拉斯·加汉姆著新华出版社 200512.寻找方法:焦点小组和大众传播研究的发展:focus groups and the development of mass communication researc G206.3/85 馆藏复本：6可借复本：5(美) 大卫·E. 莫里森著新华出版社 200413.大众传播研究方法 G206.3/97馆藏复本：1可借复本：1(英) 安德斯·汉森等著新华出版社 200414.市场新闻业:公民自行小心?:let the citizen beware? G219.712/648馆藏复本：6可借复本：5(美) 约翰·H·麦克马那斯著新华出版社 200415.新闻采写教程:如何挖掘完整的故事:reporting and writing the news G212/671馆藏复本：1可借复本：1(美) 谢丽尔·吉布斯, 汤姆·瓦霍沃著新华出版社 200416.国际传播:延续与变革:continuity and chang:continuity and change G206/369馆藏复本：5可借复本：3 (英) 达雅·屠苏著新华出版社 2004。
传播学经典理论英文翻译(最新整理)
1.Opinion LeadersActive in information networks, have many information channels ,so they can often provide information and advice for others and can influence others.2.The Spiral of SilenceFor a controversial issue, people will watch the "climate of opinion" before they make comments . judging their opinion whether the "majority opinion", when people feel that their views are "majority" or in the "advantage" , it will tend to boldly express this opinion; when found his views are "a few" or in a "disadvantage" they often remain "silent." The more people remain silent, the more feel that their views are not well accepted, thus a result, the more they tend to remain silent. Repeated several times, they form representing "dominant" status views and more powerful, while holding "inferior" opinions of people sound more and more weak, such a cycle, forming a "one more loudly, and the other more and more silent spiral down the process. "3.GatekeeperLewin was first proposed this idea.The information was screened and filtered by communicator. Communicators decide what we can see and how we can see .4.Selective exposure hypothesisAudience in the contact information of the mass media is notindiscriminate, but more willing to choose the contents that are the same or similar to their opinion, and for the contents of this confrontation or conflict, there is a tendency to avoid.5.Knowledge Gap TheoryBecause the people who have higher economic status is usually much faster to get information than those of low socioeconomic status, therefore, the more information is transmitted by the mass media , the knowledge gap between the two types of people is more tend to expand.6.Agenda Setting TheoryMass media report an issue or not directly affect people's perception on the subject.Mass media highlights an issue will cause people to pay more attention to the issue.Mass media on a range of topics give different levels of coverage according to a certain order of priority, it will affect people’s judgment about importance of these issues .7.Magic bullet theoryThe message sent by the mass media is like a magic bullet, but the audience as the target without protection ,so the audience can easily be knocked down by the message sent by the mass media.The theory is that mass media have powerful force which can directly affect audience.Text One An Introduction to Communicationii) Key Words & Expressions:communication n. 传播journalism n. 新闻学transfer n.& v. 传递，迁移information n. 信息circulation n. 流通，运行，循环，传播convey v. 传送，传递feedback n. 反馈，反应medium n. 媒体，媒介，中介II. Text StudySTUDY PREVIEW communication is an important word in our today’s academic study in journalism, sociology, psychology, economics & politics. It’s also heard more & more often in our daily life. So what is communication?Communication:The transfer of social information & the circulation of social information systems.Social:When we say “communication” in our study, we usually mean human communication, not animal communication; a “communication” happening in a society, not in other environments such as natural, physical or biological ones.Why we study “human communication”?Communication is the tool that makes societies possible. It is no accident that communication and community have the same word root.Without communication, there would be no communities; and without community, there could be no communication.The sociologist Charles Cooley called communication “the mechanism through which human relations exist and develop_ all the symbols of the mind, together with the means of conveying them through space and preserving them in time”.Transfer of information:When “communication” happens, information flows from one person to another, and then the receiver may give some feedback to the giver. During this process, the information is shared, and the giver and receiver can play the opposite role.Also, communication needs some medium, which is something both parts of a communication can understand. For example, two or more people come together, trying to share some information. But they are from different countries and have different life experiences. So if they want to understand one another, they must use some medium such as English language, or even body language.In modern times, words are important tools or media for communication. But communication is not conducted entirely, or even mostly, in words. A gesture, a facial expression, a pitch pattern, a level of loudness, an emphasis, a kiss, a hand on the shoulder, a haircut or lack of one _ all these carry information.Text Two Types of Communicationii) Key Words & Expressions:mass media 大众传播媒体mass communication 大众传播intrapersonal communication 自我传播interpersonal communication 人际传播group communication 群体传播audience 受众，观众，听众encode 编码code 代码transmit 传输，传达，传播decode 解码internalize 使内在化II. Text StudySTUDY PREVIEW The communication in which the mass media engage is only one form of communication. One way to begin understanding the process of mass communication is to differentiate it from other forms of communication.Intrapersonal CommunicationWe engage in intrapersonal communication when we talk to ourselves to develop our thoughts and ideas. This intrapersonal communication precedes our speaking or acting.Intrapersonal communication is an exchange of information we have with ourselves, such as when we think over our next move in a video game or sing to ourselves in the shower. Typing into a computer is electronically mediated intrapersonal communication.Interpersonal CommunicationWhen people talk to each other, they are engaging in interpersonal communication. In this simplest form, interpersonal communication is between two people physically located in the same place. It can occur, however, if they are physically separated but emotionally connected, like lovers on cell phones.The difference between the prefixes intra- and inter- is the key difference between intrapersonal and interpersonal communication. Just as intrasquad athletic games are within a team, intrapersonal communication is within one’s self. Just as intercollegiate games are between schools, interpersonal communication is between individuals.Interpersonal communication includes exchanges in which two or more people take part, but the term is usually reserved for situations in which just two people are communicating. Having a face-to-face conversation over lunch and writing a letter to a friend are everyday examples. When interpersonal communication is electronically mediated, as in a telephone conversation, the term point-to-point communication is sometimes used.Group CommunicationThere comes a point when the number of people involved reduces the intimacy of the communication process. That’s when the situation becomes group communication. A club meeting is an example. So is a speech to an audience in an auditorium.Mass CommunicationCapable of reaching thousands, even millions, of people is mass communication, which is accomplished through a mass medium like television or newspapers. Mass communication can be defined as the process of using a mass medium to send messages to large audiences for the purpose of informing, entertaining or persuading.In many respects the process of mass communication and other communication forms is the same: Someone conceives a message, essentially an intrapersonal act. The message then is encoded into a common code, such as language. Then it’s transmitted. Another person receives the message, decodes it and internalizes it. Internalizing a message is also an intrapersonal act.In other respects, mass communication is distinctive. Crafting an effective message for thousands of people of diverse backgrounds and interests requires different skills than chatting with a friend across the table. Encoding the message is more complex because a device is always used-for example, a printing press, a camera or a recorder.One aspect of mass communication that should not be a mystery is the spelling of the often-misused word communication. The word takes no “s” if you are using it to refer to a process. If you are referring to a communication as a thing, such as a letter, a movie, a telegram or a television program, rather than a process, the word is communication insingular form and communication in plural. When the term mass communication refers to a process, it is spelled without the “s”.Review:communication: Exchange of ideas，information.intrapersonal Communication: Talking to oneself.interpersonal Communication: Usually two people face to face.group Communication: More than two people; in person.mass Communication: Many recipients; not face to face; a process.Text Three Components of Mass CommunicationSTUDY PREVIEW Mass communication is the process that mass communicators use to send their mass messages to mass audiences. They do this through the mass media. Think of these as the Five Ms: mass communicators, mass messages, mass media, mass communication and mass audience.Mass CommunicatorsThe heart of mass communication is the people who produce the messages that are carried in the mass media. These people include journalists, scriptwriters, lyricists, television anchors, radio disc jockeys, public relations practitioners and advertising copywriters. The list could go on and on.Mass communicators are unlike other communicators because they cannot see their audience. David Letterman knows that hundreds of thousands of people are watching as he unveils his latest Top 10 list, but he can’t see them or hear them chuckle and laugh. He receives no immediate feedback from his mass audience. This communicating with an unseen audience distinguishes mass communication from other forms of communication. Storytellers of yore told their vocabulary according to how they sensed they were being received. Mass communicators don’t have that advantage, although a studio audience.Mass MessagesA news item is a mass message, as are a movie, a novel, a recorded song and a billboard advertisement. The message is the most apparent part of our relationship to the mass media. It is for the messages that we pay attention to the media. We don’t listen to the radio, for example, to marvel at the technology. We listen to hear the music.Mass MediaThe mass media are the vehicles that carry messages. The primary mass media are books, magazines, newspapers, television, radio, sound recordings, movies and the web. Most theories view media as neutral carriers of messages. The people who are experts at media include technicians who keep the presses running and who keep the television transmitters on the air. Media experts also are tinkers and inventors whocome up with technical improvements, such as compact discs, DVDs, AM stereo radio and newspaper presses that can produce high-quality color.Mass CommunicationThe process through which messages reach the audience via the mass media is called mass communication. This is a mysterious process about which we know far less than we should. Researchers and scholars have unraveled some of the mystery, but most of how it works remains a matters of wonderment. For example, why do people pay more attention to some messages than to others? How does one advertisement generate more sales than another? Is behavior, including violent behavior, triggered through the mass communication process? There is reason to believe that mass communication affects voting behavior, but how does this work? Which is most correct-to say that people can be controlled by mass communication? Or manipulated? Or merely influenced? Nobody has the answer.Mass AudiencesThe size and diversity of mass audiences add complexity to mass communication. Only indirectly do mass communicators learn whether their messages have been received. Mass communicators are never sure exactly of the size of audiences, let alone of the effect of their messages. Mass audiences are fickle. What attracts great attention one day may notthe next. The challenge of trying to communicate to a mass audience is even more complex because people are tuning in and tuning out all the time, and when they are tuned in, it is with varying degrees of attentiveness.Review:mass Communicators: Message crafters.mass Message: What is communicated.mass Media: Vehicles that carry messages.mass Audiences: Recipients of mass messages.Text Four Communication Modelsii) Key Words & Expressions:communication model 传播模式narrative model 线性模式system model 系统模式the SMCR model 施拉姆模式concentric circle model 同心圆模式Claude Shannon 香农Warren Weaver 韦弗Harold Lasswell 拉斯韦尔Wilbur Schramm 施拉姆Thomas Bohn 波恩II. Text StudySTUDY PREVIEW Scholars have devised models of thecommunication process in an attempt to understand how the process works. Like all models, these are simplifications and are imperfect. Even so, these models bring some illumination to the mysterious communication process.Role of Communication ModelsHobbyists build models of ships, planes, automobiles and all kinds of other things. These models help them see whatever they are modeling in different ways. Industrial engineers and scientists do the same thing, learning lessons from models before they actually build something to full scale. Communication models are similar. By creating a facsimile of the process, we hope to better understand the process.A reality about models is that they are never perfect. This reality is especially true when the subject being modeled is complex. An architect, for example, may have a model of what the building will look like to passersby, but there also will be models of the building’s heating system, traffic patterns, and electrical, plumbing and ventilation systems. None of these models is complete or accurate in every detail, but all nonetheless are useful.Communication models are like that. Different models illustrate different aspects of the process. The process itself is so complex that no single model can adequately cover it.Basic ModelTwo Bell telephone engineers, Claude Shannon and Warren Weaver, laid out a basic communication model in 1948. They were working on advanced switching systems. The model, fundamentally a simple diagram, gave them a reference point for their work. That model has become a standard baseline for describing the communication process. The Shannon-Weaver model identifies five fundamental steps in the communication process:○The human stimulation that results in a thought.○The encoding of the thought into a message.○The transmission of the message.○The decoding of the message by the recipient into a thought.○The internalization of the message by the recipient.Narrative ModelYale professor Harold Lasswell, an early mass communication theorist, developed a useful yet simple model that was all words-no diagram. Lasswell’s narrative model poses four questions: Who says what? In which channel? To whom? With what effect?You can easily apply the model. Pick any bylined story from the front page of a newspaper.○Who says what? The newspaper reporter tells a story, often quoting someone who is especially knowledgeable4 on the subject.○In which channel? In this case the story is told through thenewspaper, a mass medium.○To whom? The story is told to a newspaper reader.○With what effect? The reader decides to vote for Candidate A or B, or perhaps readers just add the information to their reservoir of knowledge.The SMCR ModelThe classic model that stresses the dominance of the media was developed by Wilbur Schramm (1982), often credited as the founder of mass communication studies. He created what is known as the Source-Message-Channel-Receiver (SMCR) model.The Source-Message-Channel-Receiver(SMCR) model describes the exchange of information as the message passes from the source to the channel to the receiver, with feedback to the source.The source is the originator of the communication.The message is the content of the communication, the information that is to be exchanged.An encoder translates the message into a form that can be communicated-often a form that is not directly interpretable by human senses.A channel is the medium or transmission system used to convey the message from one place to another.A decoder reverses the encoding process.The receiver is the destination of the communication.A feedback mechanism between the source and the receiver regulates the flow of communication.Noise is any distortion or errors that may be introduced during the information exchange.This model can be applied to all forms of human communication, but here we will just illustrate it with mass communication examples. When you are at home watching a television program, the television network (a corporate source) originates the message, which is encoded by the microphones and television cameras in the television studio. The channel is not literally the number on the television dial to which you are tuned, but rather the entire chain of transmitters, satellite links, and cable television equipment required to convey the message to your home. Although we sometimes call a TV set a “receiver,” it is really the decoder and the viewer is the receiver. Feedback from viewers is via television rating services. Electronic interference with the broadcast and the distractions of barking dogs are possible noise components in this situation. The source of a message, which the author encoded with the software she used to compose the page’s content. The channel is the Internet, including the computer that the Web page is stored on, and the network connections between that computer, called a server, and your own. Your computer acts as the decoder. It decodes the message with your browser software (such as Netscape or Internet Explorer), and youare the receiver.In this classic view, mass communication is one-to-many communication, and the mass media are the various channels through which mass communication is delivered. That is, through newspapers, radio, TV, or film, the message is communicated from a single source to many receivers at about the same time, with limited opportunities for the audience to communicate back to the source.Concentric Circle ModelThe Shannon-Weaver model can be applied to all communication, but it misses some things that are unique to mass communication. In 1974 scholars Ray Hiebert, Donald Ungurait and Thomas Bohn presented an important new model-a series of concentric circles with the encoding source at the center. One of the outer rings was the receiving audience. In between were several elements that are important in the mass communication process but less so in other communication processes.The concentric circle model is one of the most complete models for identifying elements in the mass communication process, but it misses many complexities. It takes only one message from its point of origin, but in reality thousands of messages are being issued simultaneously. Audiences receive many of these messages, but not all of them, and the messages are received imperfectly. Feedback resonates back to communicators unevenly, often ill-based. Gatekeeping too is uneven. Inshort, there are so many variables that it is impossible to track what happens in any kind of comprehensive way.III．Review:Claude Shannon: Devised a basic communication model, with Warren Weaver.Warren Weaver: Devised a basic communication model, with Claude Shannon.basic communication model: Shows sender, encoding, transmission, decoding, receiver.Harold Lasswell: Devised the narrative model.narrative model: Describes process in words, not schematic.Thomas Bohn: Devised the concentric circle model, with Ray Hiebert, Donald Ungurait.concentric circle model: Useful radiating model of the mass communication process.Text Five Fundamentals in the Processii) Key Words & Expressions:homophyly n. 类似性tabloid n. 小报stimulation n. 刺激encoding n. 编码transmission n. 传递decoding n. 解码internalization n. 内化STUDY PREVIEW Most models for mass communication as well asother communication forms share some fundamental elements. The elements are sequential, beginning with whatever stimulates a person to want to communicate and continuing through encoding and transmission. To complete the communication process, the recipient of the message must decode and internalize it.StimulationBoth the Shannon-Weaver model and the concentric circle model begin with a source who is stimulated to want to communicate a message. The stimulation can result from many things. Emotions can be stimuli, as can something that is sensed. The stimulation can be as diverse as seeing a beautiful panorama or hearing a child cry.EncodingThe second step is encoding. The source puts thoughts into symbols that can be understood by whomever is destined to receive the message. The symbols take many forms-for example, the written word, smoke signals or pictographs.TransmissionThe message is the representation of the thought. In interpersonal communication the message is almost always delivered face to face. In mass communication, however, the message is encoded so that it is suitable for the equipment being used for transmission. Shannon and Weaver, being telephone engineers in the 1940s, offered the example ofthe sound pressure of a voice being changed into proportional electrical current for transmission over telephone lines. In technical terms, telephone lines were channels for Shannon and Weaver’s messages. On a more conceptual basis the telephone lines were the media, in the same way that the printed page or a broadcast signal is.DecodingThe receiver picks up signals sent by the transmitter. In interpersonal communication the receiver is a person who hears the message, sees it, or both. An angry message encoded as a fist banging a table is heard and perhaps felt. An insulting message encoded as a puff of cigar smoke in the face is smelled. In mass communication the first receiver of the message is not a person but the equipment that picks up and then reconstructs the message from the signal. This mechanical decoding is necessary so that the human receiver of the message can understand it. As Shannon and Weaver put it: “The receiver ordinarily performs the inverse operation that was done by the transmitter. ”InternalizationIn mass communication a second kind of decoding occurs with the person who receives the message from the receiving equipment. This is an intrapersonal act, internalizing the message. For this second kind of decoding to work, the receiver must understand the communication form chosen by the source in encoding. Someone who reads only English willnot be able to decode a message in Greek. Someone whose sensitivities are limited to punk rock will not understand Handel’s “Water Music.” In other words, the source and the receiver must have enough in common for communication to occur. This common experience, which can be as simple as speaking the same tongue, is called homophyly. In mass communication the encoder must know the audience well enough to shape messages that can be decode accurately and with the intended effect.The audience and how it perceives a message are essential in the mass communication process. This is no better illustrated than in a front-page headline in the National Examiner, a sensationalizing weekly tabloid: “Cops Think Kato Did It!” Brain “Kato” Kaelin was a pal of O. J. Simpson and had been subjected to police interviewing off and on for months before the Simpson murder trial. Kaelin sued the Examiner over the headline. In court, the Examiner said the “it” in the headline didn’t refer to the murders but to possible perjury. The Examiner argued that “it” was explained in a secondary head on Page 1: “…He Fears They Want Him for Perjury. ”A three-judge federal appeals court sided with Kaelin, saying that Examiner readers were likely to infer that the police thought he was a murder. This was despite the fact that the story made it clear that “it” was perjury, not murder, and also despite the secondary Page 1head.The judges noted that the headline came only a week after the widely reported Simpson acquittal and that, in the court’s opinion, people who had followed the trial reasonably could have interpreted “it” to be murder. The decision allowed Kaelin to pursue his $15 million legal action against the Examiner.For mass communicators the lesson is that strict, literal meanings are not always enough. Audience inferences, part of the intrapersonal decoding process, must also be considered.stimulation: Stirs someone to communicate.encoding: Putting something into symbols.transmission: Sending a message.decoding: Translating a symbolic message.internalization: Making sense of a decoded message.homophyly: A coding oneness that makes communication possible.。
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传播学经典理论英文版[中文批注]目录一、 Opinion Leaders 意见领袖 _____________________________________________ 2二、 5W Box 5w 理论 _____________________________________________________ 2三、 The Bias of Communication 传媒偏向论 __________________________________ 2四、 The Spiral of Silence 沉默的螺旋 ________________________________________ 3五、 Gatekeeper 把关人理论 _______________________________________________ 4六、 Selective exposure hypothesis 选择性接触假说 _____________________________ 4七、 Knowledge Gap Theory 知识沟假说______________________________________ 5八、 Agenda Setting Theory 议程设置理论 ____________________________________ 5九、 Magic bullet theory 魔弹论 _____________________________________________ 5十、 Information （Innovation）Diffusion Theory 信息（创新）扩散论 ____________ 6十一、 Uses and gratifications theory (UGT) 使用与满足理论 ______________________ 7十二、 Cultivation theory 教养理论 ____________________________________________ 8十三、 Limited-Effects Theory 有限效果论 ______________________________________ 8十四、 Marshall Mcluhan Media Theory 麦克卢汉的媒介理论 _______________________ 92 / 11一、 Opinion Leaders 意见领袖Active in information networks, have many information channels ,so they can often provide information and advice for others and can influence others.意见领袖是指在人际传播网络中经常为他人提供信息，同时对他人施加影响的“活跃分子”，他们在大众传播效果的形成过程中起着重要的中介或过滤的作用，由他们将信息扩散给受众，形成信息传递的两级传播。
二、 5W Box 5w 理论1. Who communicates to whom?(sources and receivers)2. Why communicate?(function and purposes)3. How does communication take place?(channels,languages,codes)4. What about?(content ,references,types of information)5. What are the outcomes of communication (intend or unintended ), for information, understandings, action the Rise of Mass Mdia美国学者H·拉斯维尔于1948年在《传播在社会中的结构与功能》一篇论文中，首次提出了构成传播过程的五种基本要素，并按照一定结构顺序将它们排列，形成了后来人们称之“五W模式”或“拉斯维尔程式”的过程模式。
这五个W分别是英语中五个疑问代词的第一个字母，即： Who （谁） Says What （说了什么） In Which Channel （通过什么渠道） To Whom （向谁说） With What Effect （有什么效果）。
三、 The Bias of Communication 传媒偏向论Innis’ central focus is the social history of communication media; he believed that the relat ive stability of cultures depends on the balance and proportion of their media. To begin our inquiry into this area, he suggests we ask three basic questions: How do specific communic ation technologies operate? What assumptions do they take from and contribute to society ? What forms of power do they encourage?For Innis, a key to social change is found in the development of communication media. He cl aims that each medium embodies a bias in terms of the organization and control of informat ion. Any empire or society is generally concerned with duration over time and extension in s pace.Time-biased media, such as stone and clay, are durable and heavy. Since they are difficult to move, they do not encourage territorial expansion; however, since they have a long life, the y do encourage the extension of empire over time. Innis associated these media with the cu stomary, thesacred, and the moral. Time-biased media facilitate the development of social h ierarchies, as archetypally exemplified by ancient Egypt. For Innis, speech is a time-biased m edium.Space-biased media are light and portable; they can be transported over large distances. Th ey are associated with secular and territorial societies; they facilitate the expansion of empir e over space. Paper is such a medium; it is readily transported, but has a relatively short lifes pan.伊尼斯发现，媒介可以分为两大类，两者有一个基本的区别：有利于空间上延伸的媒介和有利于时间上延续的媒介。
比如，石版文字和泥版文字耐久，它们承载的文字具有永恒的性质，容易传承。
但是，它们不容易运输，不容易生产，不容易使用，因而不利于空间上的传播。
相反，莎草纸和纸张轻巧，容易运输，使用方便，能够远距离传播迅息，然而它们传播的迅息却限于当下，就比较短暂。
他认为，传播和传播媒介都有偏向，大体上分为：口头传播的偏向与书面传播的偏向，时间的偏向与空间的偏向。
下面这段话，痛快淋漓地阐明伊尼斯“传播偏向论”的意旨、要害，说明媒介的性质和偏向，并且说明媒介为何有这些偏向。
他说：“倚重时间的媒介，其性质耐久，羊皮纸、黏土和石头即为其例……倚重空间的媒介，耐久性比较逊色，质地比较轻。
后者适合广袤地区的治理和贸易……倚重空间的材料，有利于集中化……我们考虑大规模的政治组织，比如帝国时，必须立足在空间和时间两个方面。
我们要克服媒介的偏向，既不过分倚重时间，也不过分倚重空间。
”强调媒介偏向、时间偏向和空间偏向的关系，并指出媒介与国家僚体制和宗教的关系。
他说：“一个成功的帝国必须充分认识到空间问题，空间问题既是军事问题，也是政治问题；它还要认识到时间问题，时间问题既是朝代问题和人生寿限问题，也是宗教问题。
又说：“国家的官僚体制倚重空间，忽略时间。
相反，宗教却倚重时间，忽略空间。
”四、 The Spiral of Silence 沉默的螺旋T he spiral of silence is a political science and mass communication theory propounded by th e German political scientist Elisabeth Noelle-Neumann. Spiral of silence theory describes th e process by which one opinion becomes dominant as those who perceive their opinion to b e in the minority do not speak up because society threatens individuals with fear of isolatio n. The assessment of one's social environment may not always correlate with reality.For a controversial issue, people will watch the "climate of opinion" before they make com ments . judging their opinion whether the "majority opinion", when people feel that their vi ews are "majority" or in the "advantage" , it will tend to boldly express this opinion; when fo und his views are "a few" or in a "disadvantage" they often remain "silent." The more peopl e remain silent, the more feel that their views are not well accepted, thus a result, the more they tend to remain silent.Repeated several times, they form representing "dominant" status views and more powerful , while holding "inferior" opinions of people sound more and more weak, such a cycle, formi ng a "one more loudly, and the other more and more silent spiral down the process. "沉默的螺旋理论提供了一种考虑问题的视角：团队意见的形成不一定是团队成员“理性讨论”的结果，而可能是对团队中“强势”意见的趋同后的结果。