大众传播模式的变迁_大众传播模式
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大众传播效果的模式变迁（the mode changes of the effects of ma communication）
一、定义：传播效果是指传播者发出的信息经媒介传至受众而引起受众思想观念，行为方式等的变化。（可用图表示）
Definition：Effect of communication refers to the communication meage to the audience by the media caused the audience’s changes of thought and behavior etc.二、几种经典模式 several claic modes（图）
1、枪弹论（Bullet Theory）
盛行于20世纪20年代至40年代，代表人物威尔伯·施拉姆
梅尔文·德弗勒。
Prevalent in the 1920's to 1940's Representative： Wilbur Schram Melvin Devre
定义：受众成员是一个个孤立的人，很容易受到大众传播的影响，改变自己的态度和行为，认为软弱的受众像射击场的靶子，无法抗拒子弹的射击。
Definition: the audience members are isolated, are vulnerable to the impact of ma communication to change their attitudes and behaviors.weak target audience like shooting, they are unable to resist the bullet shooting.案例：来自“火星人”的恐慌
（1938年10月30日，美国哥伦比亚广播公司播出了根据《星球大战》改编的广播剧，由于没有收听到这是改编剧的消息，在半路收听的听众信以为真，该剧由此造成了巨大的恐慌，至少100万人，大家或躲藏，或惊叫，或祷告，或躲到郊外）
Case: the panic from “Mars”
in October 30, 1938, the United States Cbs Broadcasting Inc broadcasted a radio play which was the adaption of the “Star Wars”, because there was no information to audience that this was the adaptation of the movie so audience who listened in halfway thought it was true, which caused great panic, at least one million persons were affected , or hiding, or crying, or praying, or hiding in the outskirts.特点：枪弹论的主要观点就是将传播效果绝对化，将媒介的作用不分时间、地点、对象、环境而夸大,忽视了受众个人差异。Features: the main idea of Bullet Theory is to make the effect absolute, overstate the role of the media regardle of time, place, object and environment.It ignored the individual differences of audience.2、有限效果模式（The Limited-Effects theory）
代表人物（representative）:Joseph T.Klapper（约瑟夫·克拉珀）
Hope Lunin Klapper（霍普·卢宁·克拉珀）定义：大众传播对于受众没有想象中那么威力无穷，传播者的意图经过中介因素才起作用，最后的效果往往不是态度的转变而是态度的强化。
Definition: ma communication to the audience did not be so powerful as imagination, the intentions of communicators through intermediary factors play a role, but the final result is to strengthen attitude rather than the change of atiitude.案例：“选民的选择”
1940年美国总统选举时，著名传播学家拉扎斯菲尔德在俄亥俄州进行了历时半年的选举研究，结果发现，在选举宣传的情况下，只有8%的选民改变了态度。
特点：研究都是具体的，短期的，针对受众个人的直接研究，对传播转变受众态度的力量做了保守评价。Case: “voters' choice” The American presidential election in 1940, the famous communication expert Lazarsfeld did a six-month survey on election in Ohio found that in the case of the election campaign only 8% of voters has changed the attitude.Feature: the study is specific, short-term, direct study of audience for personal, holds conservative evaluation to the power of communication to change the audience’s attitude.3、适度效果模式(Powerful-Effects Theory)
定义：反对“有限效果论”的矫枉过正，指出大众传媒仍有一定的影响，(It against the overcorrection of “limited effect theory”and point out that the ma media still has certain effect.)同时，“有限效果论”摆脱了“传播者中心论”的局限(At the same time, “the limited effect theory” has got rid of the limitation of “The theory of communicator”，它开始以受众为中心进行研究，并着力于研究大众传播的长效效果。(it begins a research with the audience as the center , and focuses on the study of long-term effect of the ma communication.)
赛弗林和坦卡特认为，该理论的研究包括：使用与满足理论，创新与扩散理论，议程设置。(Seffrin and Tankat believe that the research of the theory include: Theory of use and satisfaction, innovation and diffusion theory, agenda setting.)（这三个理论细讲起来比较多，所以就没具体讨论）
案例：只有三个理论的案例，略）
特点：指出了大众传播对受众具有的基本效应。提出“受众需要大众传播做些什么”的思想。(Features: points out the basic effect of ma media on the audience and put forward the thought of “ what the audience needs ma media do ”.)
4、强效果模式
最初由德国传播学家伊丽莎白.诺丽.纽曼提出，它重新强调媒介的巨大效果(The strong effect model originally spread by a Germany scientist named Elizabeth.Noni Newman ,and it reemphasizes the great effect of the media.)案例：沉默的螺旋理论(Case: the spiral of Silence Theory)：大众传播在媒体上鼓吹的某些观点在社会上占有优势，会对受众造成一种压力，大多数受众为了避免这种可能被孤立压力，则会放弃自己与众不同的想法，选择与主导的意见趋同。(Some of the views of ma communication in the media have the advantage in the society which will cause a preure on the audience.To avoid the preure,the majority of the audience may gave us their owm view and choose the same view of others.体现了大众传媒对受众的巨大影响。(It reflects the great influence of ma media on the audience.)
特点：与枪弹论不同的是，它从受众的角度出发，探讨媒介所带来的间接，潜在，长期的影响。(Features: Differen with the bullet theory , it starts from the audience's point of view and explore the indirect, latent, long-term effect brought about by the media.)
总结：
1、经历了由大到小的过程，将来的研究趋势趋向于广义上的强效力观。(Summary: 1, The theory experienced a proce from small to big,and the future research tendency tends to that the ma communication has a big effect on the audience)
2、经历了以传播者为中心到以受众为中心得的转变。(2, this theory has experienced a proce from “Communicator as a center” to “Audience as a center”.3、经历了强调短期影响到研究长期影响的转变。(3, these theory had experienced a proce from study short-term impact to study the long-term effects.
