Web and New Media

Introduction to Mass Media

Review Knowledge Points

Exam question types: noun explanation, fill-in-the-

blank questions, short-answer questions, essay

questions

Chapter 1: Introduction to New Media

1. New media ecological environment

Traditional media is one-to-many

New media many-to-many

2. What is new media?

1. Definition of new media: a series of new tools or

means to provide information services to the audience

based on emerging technologies such as digital

technology, Internet technology, mobile communication

technology, and artificial intelligence technology.

2. The form of new media

(1) Emerging media is a typical form of new media,

represented by desktop Internet media, mobile Internet

media, intelligent media, and interactive TV media.

(2) New media, including outdoor color screens, building

TVs and in-vehicle mobile TVs.

3. The basic characteristics of new media communication:

hypermedia, interactivity, spatiotemporal, personalization,

and virtualization.

3. Internet thinking

1. User thinking is the core

(1) Simple thinking (dare to give up, good at choosing).

(2) Cross-border thinking (looking at problems from

multiple angles and perspectives).

(3) Social thinking (one person can influence more

people).

(4) Big data thinking (the core is prediction).

(5) Iterative thinking (rapid response thinking).

2. How to increase user engagement

(1) Increase user engagement through online and offline

activities, and the offline conversion rate of interaction

in the form of community is amazing.

(2) Resonate with the public through original content.

Chapter 2: Overview of the development of

new media forms

1. Portal

1. Definition: It is understood by people as the origin of

the Internet, and it is a place to meet the needs of

netizens

A network hub for information sharing generated by

different needs for information and services.

2. Classification: According to the content provided, it can

be divided into comprehensive portal and vertical portal;

In accordance with

The main body of the construction is different, and it can

be divided into enterprise portal, business information

portal, and government portal.

3. Features

(1) Stable and large user base

(2) Dependence and high stickiness of netizens

(3) Huge absorptive capacity.

4. Development: Start-up phase (1995-1999 ),

exaggerated expected peak (2000), trough of disillusionment

(2001), Enlightenment slope (2002). years), the stabilization

phase of productivity (2004).

2. Introduction to the development of social media

1. The development of mobile terminals.

(1) Mobile phones - the evolution from communication tools

to mass media. (Communication tools → mass media, now

known as the "fifth media" and also known as the

"omnimedia").

(2) The birth and development of tablet computers.

2. Social media under mobile terminals.

(1) Before and at the beginning of the development of

electronic information technology.

(2) The development of electronic information

technology and Internet technology.

(3) The development of smartphones and mobile

Internet.

3. The Development and Form of Interactive

Television Media (Chapter 5)

4. The Development and Forms of Emerging Media

(Chapter 6).

Chapter 3 Aggregate Media

One, search engines

1. Definition: It is a mechanism to help users query

information on the Internet, which tracks and captures all

kinds of information on the network with a certain

computing strategy, and classifies, sorts and stores it

according to certain rules, so as to provide users with

query help at any time, so as to play a role in information

navigation.

2. Type

(1) Catalog search engine (2) Full-text search engine

(3) Metasearch engine, (4) Vertical search engine, (5)

Mobile search engine

3. Propagation characteristics

(1) Search engines do not produce content themselves,

but they are the aggregate of information.

(2) Search engines cannot control the content of

information, but they can control the dissemination of

information.

4. Development trend

(1) Manual search (2) Integrated search (3) Semantic

search (4) Social search 2. News client

1. What is a news client?

News client, also known as mobile client, content reading

client or news APP, is a news and information platform

suitable for mobile media terminals that has emerged

with the rise of smart phones and tablets.

2. Types of news clients

(1) Portal news client (2) Search engine news client

(3) Professional news client (4) Traditional newspaper

news client

3. Features of the news client

(1) Short, concise but informative (2) Magazine-style

reading mode

(3) Interactivity (4) Socialization Chapter 4, Social Media I.

Online Community Blog

Communities and SNS

1. Definition of network community: Internet community

is a virtual living space on the Internet composed of

groups of netizens with common interests or needs

based on current information technology.

2. The propagation characteristics of traditional online

communities

(1) Nonlinear interactive propagation mode, and (2) the

same propagation mode of subject and object

(3) the concealment of membership and (4) the self-

organization of community building

3. The propagation characteristics of the new online

community

(1) Real-name interpersonal interaction, (2) high viscosity

of users, and (3) abundant entertainment game blogs

1. What is a blog

It refers to both the person who writes the blog, but more

often refers to the weblog that is made up of short posts

that are updated frequently.

2. Microblog communication characteristics

(1) Pay attention to personalized expression

(2) The content has a high degree of openness

(3) Strong interaction between the two sides of the

teaching

3. Many problems of anomie

(1) The proliferation of online abuse and the lack of

protection of the right to reputation

(2) Blog content is pornographic and vulgar

(3) The phenomenon of copyright infringement by blogs

has increased, and second, Weibo

1. Weibo application platform

Definition: It is a platform for sharing, disseminating and

acquiring information based on user relationships, which

is a new development of blogs in the Web 2.0 era and the

most representative social media.

Application platform

(1) Take the computer network as the application

platform

(2) Use mobile phones as application platforms

2. The communication characteristics of Weibo

(1) Diversity and mobility of writing terminals

(2) Fragmentation of information dissemination

and (3) the grassroots and egalitarian nature of the

communication process

(4) The content of the communication should be original

and have a sense of liveness

(5) "Back-to-face" information interaction

(6) The propagation mode showed a crack change

3. Meager market pattern

(1) Microblogging business of commercial portals

(2) Professional microblogging portal

(3) Weibo business of news media websites, 3. WeChat

1. The development and characteristics of WeChat

(1) Social innovation under the mobile Internet and (2)

WeChat's ecosystem

2. The communication mode of WeChat

(1) Interpersonal interaction in the circle of friends

(2) Group communication in WeChat groups

(3) Broadcast push in the WeChat public platformChapter

5 Interactive TV

【Section 1】Digital Television

First, the transformation of digital television

1. The Revolution in Television Content 2A change in the

way audiences watch 3Changes in the structure of

television media

2. Classification of digital television

1. Divided by output mode: cable digital TV; satellite

digital television; Digital terrestrial television

2. Divided by definition: high-definition TV (>500 lines);

Standard definition TV (>800 lines).

Third, the development of digital television in

our country

"Three-step strategy": first wired, then live satellite, then

terrestrial wireless fourth, the development dilemma of

digital television

[Section 2] IPTV

1. Definition of IPTV

Interactive network TV is a new technology and media

form that uses broadband network, integrates Internet,

multimedia, communication and other technologies, and

uses television, computer or mobile phone as the

receiving terminal to provide users with interactive

services based on video program content

Second, the operation mode of IPTV

a telecommunications sector (broadband operator)-led

operating model; Radio-television-led operation model;

The operation model of radio and television and

telecommunications cooperation

3. The development dilemma of IPTV

At present , most of the content of IPTV comes from

traditional TV media, which overlaps too much with the

content of cable TV channels, and the phenomenon of

homogenization is serious, and there is a lack of

necessary innovation to meet the needs of users.

[Section 3] OTT-TV

1. Definitions

It refers to Internet companies bypassing telecom

operators and using the broadband networks they provide

to directly serve Internet users

A variety of services are available.

2. The distinction between the three

IPTV services are dominated by broadcast operators and

telecom operators.

OTT-TV 's network service provider must have a transport

network to provide services.

OTT-TV terminals specifically refer to Internet TV all-in-one

sets or "TV + set-top boxes" Chapter 6 new media

groups

Definition of outdoor new media

1. "Outdoor" contains the meaning of "focus", that is, to

disseminate suitable content in different places

according to the characteristics of different audiences

2. The "new" of new media refers to the revolutionary

introduction of new technologies into the industry,

enhancing its content expression, and making outdoor

new media a new information dissemination platform.

【Section 1】Outdoor color screen

1. Overview of outdoor color screen P69

Second, the factors affecting the development of

outdoor color screens

1. Monopolizing channel resources is the starting point

for the development of the outdoor color screen industry

2. New technology promotes the development of outdoor

color screen industry

3. Capital is an important support for the development of

the outdoor color screen industry

3. Problems in development: The lack of an effective

value evaluation system is an important problem

Fourth, the future development direction: hyper-

segmentation and popularization in parallel

[Section 2] Building TV

1. Definition of building television

The digital TV is used as the receiving terminal, and the

public places such as buildings, venues, halls, halls, and

offices are used as transmissions

A new form of television media communication that

broadcasts various information in the broadcast space

Second, the transmission characteristics of

building television

Spontaneity (business philosophy); Differentiation

(Marketing); effectiveness (propagation effect); Anti-

interference, coercive, soothing audience irritability

Third, the type of building TV

Television in commercial buildings (in pursuit of economic

efficiency); Public Service Building Television (Pursuit of Social

Benefits).

Fourth, the future development trend of building TV

[Section 3] On-board mobile television

1. Definition of on-board mobile TV

Mobile TV is a type of digital TV, which is closely related to

terrestrial wireless digital TV. The advantage of terrestrial

wireless digital TV is that it can realize mobile and portable

reception, and its essence is the transmission of terrestrial

wireless data.

2. Characteristics of communication

(1) The diversity and accompaniment of communication

channels, (2) The closure and compulsion of the

communication environment, (3) The openness and

orientation of the communication audience, (4) The

richness and timeliness of the communication content,

and the advantages of vehicle-mounted mobile TV

1. Closed and mandatory transmission environment 2The

audience is open, the liquidity is strong, and the existing

problems exist

• Technical standards are not uniform

• Immature technical means

• Immature content production

• Unclear operating model

• The viewing environment is not ideal

Chapter 7 New Media News

1. What is new media news?

·In a narrow sense, it refers to the news released by

professional news media through new media platforms such

as news websites

In a broad sense, it refers to the news disseminated

through all new media media, including not only

professional news organizations, but also non-media

organizations or individuals, and the communication

carrier is not only limited to relatively mature news

websites, etc., any emerging media form can be used to

disseminate news.

II. The Social Impact of New Media News

Chapter 8 New Media Public Opinion and Media

Integration [Section 1] New Media Public Opinion

1. The connotation of new media public opinion

(1) All forms of public opinion and (2) the remarks made

online by netizens as the subject of public opinion.

2. Characteristics of new media public opinion

1. Complication of the subject of public opinion

2. The composition of public opinion is complex

3. The public opinion dissemination mechanism triggers

the butterfly effect of public opinion

3. The formation mechanism of new media

public opinion

Origin of the event - the release of the source, the

presentation of the topic, the formation of opinions - the

diffusion of public opinion, the integration of opinions,

the escalation of opinions - the formation of public

opinion

Diffusion of opinions—— The effect of public opinion

dissipates 4. The law of communication of public opinion

in new media (1) The pluralism of communicators

(2) The communication power of opinion leaders has

been enhanced

(3) The communication mode of "circle" and the "group"

effect it produces

[Section 2] The general trend of media convergence

1. Definition of the concept of media

convergence

The narrow concept refers to the "fusion" of different

media forms to produce "qualitative change" and form a

new media form; In a broad sense, "media integration"

has a broad scope, including the combination,

convergence and even integration of all media and their

related elements, including not only the integration of

media forms, but also media functions, means of

communication, ownership, organizational structure, etc

Fusion of elements.

Second, the basic form of media convergence

1.Content Convergence 2Network convergence

The first person in communication Wilbur Schramm

Two schools of thoughtThe empirical school of criticism and the critical

school

Three methods Content analysis method, control experiment

method, field investigation method

The four founders are: Lasswell, Lein, Lazarsfeld, Hovland

“5W Mode" who say what in which channel to whom with what effect

Chapter 1 Communication and Communication Studies: Key Points and

Difficulties in this chapter:

1. Definition of communication

2. The main characteristics of the three types of social communication

3. The formation of communication and the contribution of the founders

1. Definition of communication

(1) "Sharing Theory"

The emphasis is on the sharing of information between the transmitter and

the recipient

Wilbur Schramm

"When we disseminate, we try to establish something in common with

whom, i.e., we try to 'share' information, ideas or attitudes"

(2) "Influence (persuasion)"

The emphasis is on the desire of the transmitter to exert influence on the

recipient

J. Lucy, G. Peterson

"Communication encompasses the whole process of interaction between

people"

(3) "Symbols (information) theory"

Emphasis is the flow of symbols (information).

B. Berelson

"The so-called communication is the medium of mass communication and

interpersonal communication...... Transmission of the symbols carried out"

2. The main characteristics of the three types of social communication

3. The formation of communication and the contribution of the founders

* The formation of communication

Communication studies, which were born in the context of multidisciplinarity,

have obvious characteristics of "marginality" and "intersectionality", and it is

difficult to determine the specific "birth" of communication

day". Opinions on the "birth period" are:

1. Late 19th century (journalism orientation)

2. The 20s of the 20th century (sociology, psychology orientation)

3. The 40s of the 20th century (integrated orientation)

Summary:

Communication studies have been gradually formed since the end of the 19th

century, and the first to take shape was in the 40s of the 20th century

*The life and contributions of the founderMajor contributions:

1. The 5W model of communication was proposed, the structure and process

of communication were scientifically analyzed, and communication was

divided into communication studies for the first time

The field of study establishes the overall framework for the formation and

development of communication studies

2. Put forward the concept of "social communication", which believes that it

has the functions of monitoring the environment, coordinating the society,

and transmitting heritage

3. Advocate and practice the basic research method of communication -

"content analysis" and Lasswell's "5W" model

Who → say what→ through what channels→ → effect on whom

Who→Say What→In Which Channel →To Whom→With What EffectResearch

Areas:

Who (control research), what is said (content research), what channels (media

research), to whom (audience research), and what effect (effect research)

Lasswell's representative publications include:

1. Propaganda Techniques in the World War, published in 1927 (doctoral

dissertation)

2. The Structure and Function of Communication in Society, published in

1948

(2) Lein (1890-1947) was an American social psychologist originally from

Germany

His main contributions to the field of communication are:

1. As a representative of the "Gestalt" school of psychology, he emphasizes

the integrity of human experience and behavior, and advocates that the

whole precedes the part and restricts the part. Based on this, he founded

"field theory" and "group dynamics", that is, emphasizing the influence and

role of "group" on "individual".

2. Put forward the concept of "gatekeeper" in information dissemination,

revealing the internal control mechanism of news or information

dissemination process (3) Lazarsfeld (1901-1976) American sociologist

originally from Austria

His main contributions to the field of communication are:

1. The "two-level communication theory" was created, which broke the "magic

bullet theory" and made it possible to explore the communication effect and

mechanism

Mass media→ opinion leaders→ audience (voters)

2. Advocated and established the "field investigation method" as another

basic research method in communication

3. Representative works "People's Choice", "Interpersonal Influence", etc

(4) Hovland (1912-1961) American social psychologist's main contributions

to communication are:

1. He has been engaged in the research of communication and attitude

change all his life, revealing the conditions and complexity of the formation

of communication effects from a micro perspective

2. Introduce the control experimental method into communication research,

making it another basic research method

3. "Communication and Persuasion" and "Yale University Research Series on

Attitudes and Communication" are his representative works

(5) Wilbur Schramm (1907-1987)

——The "master" of communication studies

His main contributions to the field of communication are:

1. The first person to have the consciousness of creating an independent

discipline of "communication", to summarize, summarize, revise and

systematize and structure it

2. Four communication research institutes have been established

successively, and a large number of communication research talents have

been trained

3. Published more than 30 books with about 5 million words. The 1949 Mass

Communication Studies and the 1973 Introduction to Communication Studies

are of particular significance

Chapter 2 The Structure and Function of Communication: Key Points and

Difficulties in this Chapter:

1. The advantages and disadvantages of the typical representatives of the

three types of propagation modes

2. The "four functions" and negative functions of mass communication

1. Advantages and disadvantages of typical representatives of the three

types of propagation modes (1) Linear mode

1. Lasswell's 5W mode contribution:

(1) For the first time, the structure and process of communication were

broken down in detail and scientifically

(2) For the first time, the field of communication research was clearly

defined

Defect:

(1) The propagation process is regarded as a one-way transmission of

information, in a straight line

(2) The connection between the communication process and the social

process is severed

(3) Failure to express changes in the transmission of the message

(4) "Effect" may or may not be a link, not an "element"

2. The Shennon-Weaver linear model

merit

(1) The medium is subdivided into "transmitter", "channel", "receiver"

(2) Messages are divided into "sent" and "received": indicating the difficulty of

finding consistency in dissemination

(3) The introduction of the concept of "noise", noting the relationship between

communication and the environment

shortcoming

(1) The role of transmission and reception is fixed, ignoring the interaction

and transformation between the two

(2) failure to pay attention to the influence and constraints of social

processes on communication and (2) cybernetic models

1. De Veller's cybernetic model

Main features: (1) Increase feedback mechanism

(2) Emphasize that noise affects the whole process and is ubiquitous

2. Advantages of the Osgood-Schramm cybernetic model:

(1) Communication is a cyclical process, without the concept of transmitter

and receiver, the subject of communication is in constant interaction

middle

(2) Any participant can be regarded as a "transmission unit": (the interpreter) has

two identities of transmission and reception, and has four functions: "sending"

(sending), "accepting" (trusting), "encoding" ("symbolizing"), "decoding"

("symbolic interpretation")

Shortcoming:

(1) The opportunities for transmission and reception among the

disseminating units are not completely equal

(2) Propagation does not go through a complete cycle and returns to the

starting point as it is

(3) Failure to show the close connection between communication and society

(3) Social system model (Mr. and Mrs. Reilly)

1. In 1959, the American sociologists Reilly and his wife put forward

Advantages: Examine the impact of communication in the context of the

overall social process

Disadvantages: Only a "framework" is suggested, and the analysis is not yet

detailed

2. Maletzk's model of mass communication processAdvantages of Maletzk's

model of mass communication process

(1) Comprehensively outline the structural elements of the communication

process and the complex interaction between them

and (2) revealing the role of social and psychological processes in

communication

and (3) provides a checklist for the study of the mass communication

process

2. The "four functions" of mass communication and the "four functions" of

negative functions* mass communication

(1) Monitoring the environment

Constantly and timely monitor changes in the environment

May Day is approaching, exposing the top ten blackest scenic spots in China

(2) Coordination relationship

Aggregate people to take consistent, effective action on the environment

During his inspection tour in Jiangxi, Wen Jiabao said that it is the truth that

the peasants are rich and the country is safe

(3) Inheritance of culture

Spiritual heritage, such as knowledge and social norms, is passed on from

generation to generation

Yu Dan's experience in "The Analects".

(4) Regulate the body and mind

Entertain, leisure to stay active

Sammi Cheng quit smoking and prepared for a comeback to sing solo, with a

round body and exposed unicorn arms

* Propagation of negative functions (a) three functions said

(1) Social status confers functions

(2) The coercive function of social norms

(3) Anesthetic psychiatry: exposure to vectors consumes time and neglects

action, and (2) the source of negative function research

Lippmann's theory of "two environments".

Real (direct) environment + virtual (indirect) environment

1. Modern people (virtual environment) real environment

2. The proportion of "virtual environment" is increasing

3. People's ability to verify the "virtual environment" has been greatly

reduced

(3) The consequences of the vicious circle of negative functioning

"Thomas" axiom:

"If one grasps a situation as reality, then the situation is reality as a result"

Merton's "Self-Fulfilling Prophecy":

"If one acts on the basis of a misconception of a situation, the result may be

to make that misconception a reality"

Chapter 3 The Evolution and Development of Communication Technology

(Chapter 4 of the Textbook) Key Points and Difficulties in this Chapter:

1. The evolution of the media

2. Characteristics of new media communication

3. The contributions and shortcomings of McLuhan's theory

1. The evolution of the media

From in-person communication to mass communication, from movable type

media to audio-visual media, new media and information society

2. Characteristics of new media communicationCharacteristics of new media:

1. Different from the traditional six media

2. The result of the combination of new technology and original technology

3. Combination of Computer+Communication

3. The contributions and shortcomings of McLuhan's theory

(1) Advantages:

Rather than confined to the study of the medium in the process of

communication and the content of communication, it is examined in a social,

historical and cultural context,

Treating everything as a medium broadens the research ideas;

(2) Defects:

a. Overemphasizing and exaggerating the role of the media, ignoring

human dominance and agency

b. The style of writing is obscure, the theory is not thorough, and the

objectivity is lacking

c. The views of "cold" and "hot" media are not sufficiently justified and are

suspected of being self-contradictory

Chapter IV: Systems and Norms of the Mass Media

Key points and difficulties in this chapter:

1. Four theories of media

2. The Theory of China's Mass Communication System

3. The connotation and dilemma of journalistic professionalism

1. Four theories of media

1. Totalitarian media theory

The media is a tool that assists the ruling class in controlling the people and

public opinion and serving its own rule

2. The Theoretical Origins of Liberal Media Theory:

Milton: "Sovereignty rests with the people" and "Seeking truth is a natural human

right"

Locke: The center of power is the will of the people, and the government is

nothing but a trust

(1) Freedom of speech and freedom of the press is not required for

government permission

(2) The press has the right to criticize the government and officials

(3) The dissemination of news should not be censored and coerced

(4) Truth and falsehood must be equally safeguarded

Dilemma:

(1) War has made it impossible for governments to let the press and radio

go uncontrollably

(2) Radio and television need to occupy limited frequency and channel

resources, which shakes the classical liberal theory

(3) The phenomenon of enormity and monopoly of the media is becoming

more and more obvious

3. Theory of Social Responsibility

Revisions to classical liberal theory:

(1) Freedom is relative, conditional freedom

(2) Popular freedom and media freedom are both distinct and interrelated

(3) The mass media must serve the interests of the public and society, and

be responsible to the society

(4) When the interests of the public and society are harmed, the government

should regulate the behavior of the media

The theory of social responsibility puts forward specific requirements for the

mass media:

(1) The media should provide "a true, generalized, and informed account of the

events of the day, and explain the significance of the events",

Distinguish between facts and words

(2) The media should be a "forum for the exchange of comments and

criticism"

(3) The media should accurately represent the "typical image of a social

member group"

(4) The media should "set forth and clarify the goals and values of society"

(5) The media should make people "close enough to the information of the

day"

4. Theory of Soviet communism

(1) Media and resources are the public property of the state and are not

allowed to be privately owned

(2) The media must accept the ideological and organizational leadership of

the Communist Party

(3) The media must disseminate information, propaganda, and movement in

accordance with the principles of Marxism-Leninism, socialist ideology, and

value system

member, organize and educate the masses

(4) While serving the overall goal of society, it should meet the wishes and

needs of the masses

(5) The state has the right to supervise and regulate publications and to ban

antisocial communications

2. The Theory of China's Mass Communication System and the News Policy of

the Communist Party of China

(1) The media must be politically consistent with the Party Central

Committee

(2) The report is mainly positive publicity

(3) Give full play to the unique role of the media in supervising public

opinion

(4) Adhere to the principle of authenticity

(5) Adhere to the principle of party spirit

3. The connotation of journalistic professionalism and the core concept of

dilemma connotation:

(1) Objectivity

Requirements for media behaviour and independence

(2) The public interest is paramount

Media concept and the requirements of responsibility and obligation

Features:

(1) Freedom of the press: Provide a wide range of voices and respond to a

wide range of needs

(2) Media equality: No preference for specific rights holders, and equal

access to and use of the media must be provided to the audience

(3) Media pluralism: reflect the different political, economic and cultural

conditions in the society in terms of structure and content

(4) Information quality: collect, process and distribute information in

accordance with prevailing standards

and (5) the maintenance of social and cultural order: by promoting

cooperation and integrating social and cultural values

2. The dilemma of journalistic professionalism

Under pressure: political and commercial forces

In developed countries: commercial forces are a key factor in the way

Reason: The media focus on the cost of production, the breadth of the

audience, the degree of conflict with stakeholders, and the satisfaction of the

audience's "right to be informed".

Regardless of the cost, the concept of communication is conflicting

In China: under both economic and political pressures

(1) The editorial department is mixed with the advertising, distribution or

business department

(2) Advertisements are confused with news or other programs

(3) The phenomenon of joint organization of media columns or programs

with enterprises is common

(4) Accepting bribes and sealing up

(5) Fake news appears more and more frequently

(6) "Media events" are frequent

(7) Journalists are accustomed to receiving various benefits from their

interviewees

In China: under both economic and political pressures

(8) Infringing on citizens' various privacy rights

(9) The phenomenon of "trial by media" is widespread

(10) Secretly filming and secretly recording became a trend

(11) Refusal to correct and reply

(12) Indifferent news without humanity

(13) False and vulgar advertisements are everywhere

Chapter 5 Audiences for Mass Communication (see Chapter 10 of the

textbook).

Key points and difficulties in this chapter:

1. The main points of the theory of "use and satisfaction".

2. Classical theories of audience research

3. The significance and method of audience research

1. The main points of the theory of "use and satisfaction".

(1) The purpose of contacting and using the media is to meet one's own

needs, and it is related to social factors and personal psychological factors

(2) Conditions of access to and use of the media: a Possibility of access to

the media b Media impression is the audience's evaluation of the media's

satisfaction

(3) The audience chooses a specific medium and content to start using

(4) The result of contact and use: one is to meet the need, and the other is

unsatisfied

(5) People revise their existing impressions of the media according to the

satisfaction results, and change their expectations of the media to varying

degrees

2. Classical theories of audience research

1. Individual differences (differences caused by differences in the social

environment and experiences in which individuals live)

2. Social taxonomy (social groups with common characteristics hold similar

social views, values, and opinions)

3. Social Relations Theory (Reception of media information is influenced by

its social relations)

4. Cultural normativity (media acts on the audience through long-term

shaping of the socio-cultural environment)

5. Social Participation Theory (the audience's right to be informed and the

right to be close to the media)

6. Information equilibrium theory (information always flows from high-

density areas to low-density areas to make it tend to be balanced)

3. The significance and method of audience research

Chapter 6 The Effect of Mass CommunicationThis chapter focuses on and is

difficult

1. The connotation, level and type of communication effect

2. The history of communication effect research

3. A specific overview of each theory of communication effect

1. The connotation, level and type of communication effect

After the message sent by the communicator reaches the audience through

the medium, it causes the thoughts (cognition, attitude, emotion) and

behavior of the recipient

impact

Implicit is the position of "communicator-centrism".

*level

(1) General points: cognitive level, attitude level and behavioral level

(2) Social effects at the macro level:

a. Environmental awareness

b. Value formation and maintenance

c. Social Behavior Modeling

*P. Golding divides the communication effect into four types from the two

dimensions of time and the intention of the communicator, as shown in the

figure below

2. The first stage of the process of communication effect research: the period

of strong effect theory from the beginning of 20C to the beginning of 40S

Representative Theory: Magic Bullet Theory (Stimulus-Response Theory)

The second stage: the period of limited effect

Early 20C40S - Early 60S

Also known as the "weak effect theory", the main research areas are: "propagation

flow" research; persuasive communication studies; "Use & Satisfaction" Study

The third stage: the theory of multiple effects

End of 20C60S——

Also known as the period of "regression to strong effect", it represents the

theory: the spiral theory of silence; agenda-setting theory; Develop analytical

theories

wait

3. A specific overview of each theory of communication effect

* "Two-level propagation" mode

Early "magic bullet theory" was popular: the media had an irresistible power

to influence the attitudes and opinions of audiences, and even directly control

their actions. As shown in the figure below

In the two levels of communication, information does not directly "flow" to

the general audience, but goes through an intermediate link "opinion

leaders"

Mass Communication – Opinion Leaders – General Audience

Lazarsfeld, Berelson, and others discovered an unexpected fact when they

conducted a "polling behavior study" on presidential elections in Erie County,

Ohio, USA. (The original purpose was to understand the role of mass

communication, but it turned out that the role of interpersonal communication

was even greater.)

Causes:

a. Pre-existing positions or the "politically pre-determined" hypothesis –

voters have certain attitudes before they are exposed to propaganda

b. "Selective Contact" The contact between voters (audiences) and the media

(information) is obviously selective. (People tend to.)

close to the point of view that is compatible with the "pre-existing position"

rather than the opposite)

c. The advantage of interpersonal influence - from the data of "attitude

change", the influence from opinion leaders is greater than the influence

from the media

The type of mass communication effect

a. No change, small change, intensification, crystallization and change

b. Strengthen (consolidate the original attitude) effect

c. Crystallization (from unclear intention to clear attitude) effect is

secondary

d. Change (attitudinal change) is the least effective (mostly persuaded by

family, friends, or colleagues) Conclusion: Mass communication is even less

effective than interpersonal communication in persuading people to change

their attitudes

* Criticism of the "two-level communication" model:

Advance research focuses on changes in attitudes and behaviors; The follow-

up study is on the flow of news. That is, one is the impact, and the other is the

information

Therefore, later researchers classified "flow" as: information flow, influence

flow and emotional flow

*Complements the "two-level propagation" model

In the early 60s of the 20th century, the "innovation diffusion study"

carried out by Rogers et al. regarded the process of individual acceptance of

new things (ideas, technologies, etc.) as a process of recognition and decision,

which was divided into the following stages:

Awareness – Initial exposure to new things, but not yet the full range of

relevant information

Caring – Begin to care about new things and want to get more and more

detailed information

Evaluation - Imagine the utility and benefits of something new in your mind

and decide whether to adopt it or not

Trial: In order to determine whether your idea is correct and evaluate

whether it is correct, you will use it on a small scale

Adoption – After being satisfied, decide to fully embrace the new thing

"Multi-level" or "N-level propagation mode."

Rogers divides the mass communication process into two aspects:

The first is the "information flow" of the information transmission process,

which can be "first-level", that is, the information can be directly "flowed" from

the media to the general audience

The second is the "influence flow" of the effect or impact generation and the

ripple process, which is multi-level and has to be filtered through many links in

interpersonal communication.

In this way, Rogers developed the "two-level communication" into a "multi-

level" or "N-level communication" model.

* Persuasive research

"Persuasive transmission": The act of communication in which a communicator

with a clear intention intent intent to exert influence on the recipient

The Yale School, led by Hovland, used experimental methods to discuss the

elements of the communication process (transmitter, content, recipient, etc.)

How to influence the effect of persuasion to conduct in-depth research.

1. Conditions for the preacher

(1) The credibility effect of the source

The relationship between the credibility of the source (communicator) and

the effectiveness of persuasion

They selected a number of texts and presented them to the two groups of

participants who did not contact each other, with the same content, but the

credibility was not good

Same provenance

Conclusion:

1. The higher the credibility of the source, the greater the persuasive effect;

The opposite is true

2. Spread enlightenment: For communicators, establishing a good image

and winning the trust of the audience is a prerequisite for improving the

communication effect.

Over time, the persuasive effect of high-confidence sources decreases,

while the persuasive effect of low-credibility sources tends to increase

The negative effects of a source's credibility remain in a state of "sleep"

after a period of time, and the persuasiveness and effectiveness of the

content itself are gradually increasing

Gradually, it was fully manifested. Hovland et al. call it the "sleeper effect"

Spreading the Implications: Source credibility is extremely important for the

short-term effect of the message, but in the long run, it is the one that

ultimately works

The persuasiveness of the content itself

2. Composition of content

(1) "One-sided" and "two-sided"

(2) The "immune" effect of the "two-faced" type

(3) Rational and emotional

(4) Beginning and ending. ("First Cause Effect" and "Proximate Cause Effect")

(5) Explicit conclusions and allegorical opinions in the materials

3. The characteristics of the recipient

(1) The role of opinion leaders

and (2) the influence of group affiliation and group norms

and (3) the personality of the recipient and the effect of transmission

*Defects of the theory of limited effect

1. Pay attention to the effect but only pay attention to the change of

attitude and behavior, and ignore the sharing of information

2. From the perspective of time, only pay attention to the short-term effect,

and ignore the long-term effect

3. From the point of view, most of them only pay attention to the intention

of the transmitter and ignore the needs of the recipient

* "Agenda-setting function" theory

The theory of "agenda-setting function" was proposed by McCombs and

Shaw: mass communication has a function of setting an "agenda" for the

public, and the media's news reports and information dissemination activities

affect people's judgment of the "major events" and their importance in the

surrounding world in a way that gives various "issues" different degrees of

prominence

Key features of agenda-setting theory:

1. In the various stages of effect: attention and cognition at the information

level, changes at the attitude level, and response at the behavior level, the

first stage is most important

2. The function of the media is not to passively reflect reality like a "mirror",

but to selectively "reconstruct" reality from a specific perspective and

means and actively provide it to the audience

Outcomes of the agenda-setting study:

(1) From the perspective of media, there are three levels or modes of

agenda setting: cognitive mode; protruding mode; Sequential mode

(2) From the perspective of the audience, the content and nature of the

topic can also be divided into three types: personal issues; interpersonal

issues; Public issues

(3) Characteristics of the relationship between media and issues:

a. In modern society, there is a high correlation between various media

issues, which often leads to a "three-dimensional" effect

b. The "sequence" function of newspapers is stronger, which has a greater

impact on the "personal issues" of the audience, and the "highlight"

function of television is stronger, which has a greater impact on the

"interpersonal issues" of the audience

* Implications and shortcomings of agenda-setting theory

1. Starting from the investigation of the role of mass communication in the

process of people's environmental cognition, the powerful influence of mass

media is re-revealed, which plays an important role in the effect research to

get rid of the shackles of "limited theory".

2. However, it only emphasizes the aspect of the media "setting" or forming

social issues, and does not touch on the aspect of reflecting social issues.

* "Cultivating" theory

*Cultivation" theory, also known as "inclusion" theory. Founded by J.

Gerberner, i.e. how the mass media (mainly television) is filmed

Awareness of the audience's perception of social reality

* According to Lippmann's view, in the media society, people's behavior is

closely related to "reality" in three senses: the "objective reality" of reality;

the "symbolic reality" reflected in the mass media; The "Conceptual Reality"

of Subjective Understanding and Interpretation by the Audience

* In traditional society, conceptual reality is a more direct reflection of

objective reality, while in the media society, people's understanding of

objective reality needs to be mediated by the "symbolic reality" prompted

by the media to a large extent

*The core content of the cultivation theory:

(1) The TV audience's concept of social reality is closer to the symbolic

reality expressed by television, rather than the objective reality

(2) Television reflects dominant cultural and social values

(3) This tendency is more pronounced among people who spend more time

watching TV than among people who spend less time watching TV

Implicit in this research model is the idea that the primary function of

American television is social control and the maintenance of social stability

and the status quo of society

The important purpose of "Cultivating Analysis" is to reveal the

essence of mass communication in the service of the dominant

class and ideology, and its views contain a clear critical attitude

and reform aspirations to the current situation of capitalist mass

communication, so it is also called the "American home-grown

critical school"

*Different from the finite effect theory

* It focuses on long-term, cumulative communication effects,

emphasizing the non-selectivity of the audience, thus

highlighting the strength of the mass media

Big impact

* "Knowledge gap" theory

The birth of the "knowledge gap" theory:

When the circulation of mass media information in a social

system increases, people with high socioeconomic status will

obtain information at a faster rate than those with low

socioeconomic status, and the "knowledge gap" between these

two groups will widen rather than narrow.

Such as the famous children's show "Sesame Street"

The "Zhigou" hypothesis:

Mass communication activities increase the amount of

knowledge for both the high and the low, but because the high

socio-economic status access to information and knowledge

much faster than the latter, the end result is that the

"knowledge gap" between the two is widening and the gap

widening over time.

* "Cap effect" hypothesis

Contrary to the "knowledge gap" hypothesis, Atmar and Klein

proposed the "ceiling effect" (or ceiling effect) of the upper limit

effect, which refers to the fact that an individual's pursuit of

specific knowledge is not endless, and after reaching a certain

upper limit (saturation point),

The increase in knowledge slows down or even stops. People

of high socioeconomic status acquire knowledge quickly, and

their "upper limit" arrives early; People of low socioeconomic

status, despite the slow rate of knowledge increase, may also

eventually catch up with the former at the "upper limit" over

time

1. Fill in the blanks

1. The main factors affecting the communication effect of the

communication subject are the ________ and ______ of the

communicator. 2. The master of communication studies is the

American scholar _________.

3. The "four-function theory" proposed by the American

scholar Wright summarizes the functions of mass

communication as: (1) _ ______; （2）_____（3）_________ ；

（4）__ 。

4. Mass communication is a large-scale information

production and dissemination activity carried out by

professional ____ using advanced __ and ______ means to ______ in

society.

5. Compositionally, as a mass media of social institutions, it

consists of _ , ____

and _______ three major parts.

6. The linear mode of propagation process mainly includes the

________5W model and the Shannon-Weaver ________ model. 7.

The culmination of communication studies is the

_________________ of the United States.

8. The communication effect is mainly restricted by three

factors: (1) the ________________ of communication; (2)

Transmission

________________ ；(3) Transmission ________________.

2. Explanation of terms

1.Information Society 2.Media Control 3.Social

Communication 4.Right of Media Access 5.Information

Society 6.Social Communication 7Knowledge Gap Theory 8.

Cultural Imperialism

3. Short-answer questions

1. What are the fundamental differences between the two

economic systems, capitalism and socialism?

2. What are the main positions and differences between the

two schools of communication, the empirical school and the

critical school?

3. What are the main points of the theoretical proposition of

the right of communication?

4. Briefly describe the logical sequence and performance

stages of the communication effect, which can be divided into

three levels.

5. What are the main factors that affect the communication

effect in terms of audience?

6. Please briefly answer what are the links or factors that can

have a controlling effect on the media. 4. Essay questions

1. What is the main content of the "audience as market" view?

Where are the positive and negative aspects of this?

What aspects? How to put this point of view into perspective.

2. What are the main factors that affect the effectiveness of

communication? Please discuss it in the context of the actual

situation of communication.

Refer to the answer

1. Fill in the blanks

1.Credible Authoritative 2.Schramm Introduction to

Communication 3.Environmental Monitoring Interpretation &

Regulation Socialization Provide

Entertainment 4.Media Organization Communication

Technology Industrialization General Public 5.Personnel

Equipment Organization 6.Linear Circulation

Ring 7.Schramm 8.Subject Technique (or Manner) Object

2. Explanation of terms

1. Information society: refers to a society in which

information has become a resource as important as or even

more important than material and energy, and the political,

economic and cultural development of the whole society is

centered on information. In short, the information society is a

society that scales, disseminates, and consumes information.

2. Media control: refers to the process of restricting and

influencing the communication behavior of the media through

certain links or factors in the communication system, so as to

make it conform to social interests and social development

needs. There are many links or factors that can produce the

effect of media control, one of which mainly includes the

political forces of the state and the government, various

interest groups and economic forces, the social supervision of

the broad audience, and the internal control of the media.

3. Social communication: Social communication refers not

only to the exchange of information and spiritual

communication between individuals, but also to the operation

of information in a certain social system. Therefore, the

phenomenon of social communication can be further boiled

down to our social activities or social behaviors. Its essence

lies in disseminating information.

4. The right of media access: It refers to the right of

citizens who are not recipients and users of information to

approach and use the mass media to express their own

opinions and opinions, the right to require the mass media to

publish or broadcast their opinions, advertisements,

statements and rebuttals, and the right to require the mass

media to disseminate the relevant information they want to

disseminate.

5. Information Society: The information society is the third

stage of social development that emerged after the agricultural

society and the industrial society, and first appeared in the United

States in the middle of the 20th century. It refers to a society in which

the political, economic and cultural development of the entire

society is based on the core value of information, in short, a

society in which information is produced, disseminated and

consumed in large quantities.

6. Social communication: Social communication refers not

only to the exchange of information and spiritual

communication between individuals, but also to the operation

of information in the following social systems. Therefore, the

phenomenon of social communication can be further reduced

to a social activity or social behavior, the essence of which lies

in the transmission of information.

7. Knowledge Gap Theory: The knowledge gap theory is a

theory about mass communication and social class

differentiation in the information society, which was proposed by

American scholar Katzman Titch and others. The core idea is

that although mass communication can bring about an increase

in the cultural level of the whole society, under the existing

capitalist economic structure, because the rich can obtain

information and knowledge at a faster rate than the poor, the

more developed the mass communication, the greater the

knowledge gap between the rich and the poor.

8. Cultural imperialism: Cultural imperialism, also known

as media imperialism, mainly refers to the process in which

developed countries in the West use various means, including

mass media, to replace the cultural diversity of various

countries with their own cultural models, which is an

important part of contemporary imperialism.

3. Short-answer questions

1. What are the fundamental differences between the

two economic systems, capitalism and socialism? Key

points:

(1) Ownership. The capitalist system of communication is

based on the capitalist economy of private ownership, and

most of the communication agencies are privately owned. In

socialist society, on the other hand, there is an economic

system with public ownership of the means of production as

the main body, and all communication institutions belong to

the people's public ownership.

(2) Management system. Socialist communication institutions

belong to public institutions and basically practice business

management. capitalism

The communication agencies are privately owned and

managed as enterprises.

(3) Regulation and control methods. In capitalist

countries, media organizations and their practitioners are

generally directly accountable to the law and usually do not

use administrative interference with them. Socialist media

organizations and their practitioners are directly under the

management of the administrative departments of each

group.

(4) Organizational goals and means to achieve them. The

bourgeoisie controls the media through money monopolies and

other implicit means,

Make it work for the bourgeoisie as a whole. The proletariat

has made it clear that socialist journalism is the eyes and ears

of the party and the people.

2. What are the main positions and differences

between the two schools of communication, the

empirical school and the critical school?

Key points:

(1) Main position. In the final analysis, the opposition between

the two schools of communication is due to the difference in

positions. The empirical school

The position of the school of thought is always affirmative,

whereas the position of the critical school is always negative.

(2) Differences. First, there are differences in the content

of the research involved between the two. The empirical

school is concerned with the question of how to disseminate

or how to disseminate effectively, so it is committed to

seeking the own laws of communication activities, and the

foothold is on the effect of communication. The critical school,

on the other hand, is concerned with the question of why and

for whom it is disseminated, and thus is committed to

expounding the overall movement of human communication,

and its foothold is in the sense of communication. In a

nutshell. The empiricist school focuses on factual judgments,

while the critical school focuses on value judgments. The

second is the difference in research methodology. Since the

empirical school is more concerned with the judgment of

facts, its research method naturally emphasizes that

everything starts from experience or facts, and through the

process of quantification and statistics, it seeks empirical

conclusions for the camp step by step. Since the critical

school is more concerned with value judgment, its

methodology must have the characteristics of speculation to

ensure that its theoretical ideas can grasp the meaning of

communication from a macro, relational and overall

perspective. The third is the difference in the stance or

orientation of the research work.

3. What are the main points of the theoretical

proposition of the right of communication? Key points:

(1) Communication activities are one of the innate instinctive

behaviors of human beings, and the survival and

development of human beings depend on this kind of

communication

The right to conduct and, therefore, the right to disseminate

is one of the fundamental rights of the human person.

(2) The right of communication is not only the natural right of

every person, but also the social right of citizens.

(3) The right of communication is not only conducive to the

development and perfection of individual personality, but also

to the development of society

It also promotes the human means of communication to

better perform its functions.

(4) The right of communication could encompass the right to

communication that has been enjoyed by human beings to

date, as it is now widely recognized

The same as the right to know, the right to access, and the

concepts of rights related to freedom of speech and press,

freedom of communication, freedom of expression, etc.

4. Briefly describe the logical sequence and

performance stages of the communication effect,

which can be divided into three levels. Key points:

First, external information acts on people's cognitive system,

causing changes in the amount and composition of

knowledge.

Second, it acts on people's emotions or feelings, causing

changes in psychology or attitude.

Third, these changes are externalized into people's words and

deeds, and ultimately into action-level effects.

5. What are the main factors that affect the

communication effect in terms of audience? Key points:

In terms of audience, the main factors that affect the

communication effect are:

(1) Obedience, some people are easy to listen to the

opinions of others, there is not easy to listen to opinions, the

former is a person with a higher obedience, the latter is a

person with a low audience, for mass communicators, it is

naturally easy to achieve the communication effect in the

face of a lover with high obedience, and it is more difficult to

do the opposite.

(2) Fear appeals. Include some scary and threatening

information in the communication message to make the

audience afraid

Psychology can often promote the realization of

communication effects.

(3) Immunology. In communication activities, the

communicator can increase the resistance of the audience to

the negative information by introducing them to a small

amount of negative information, and the two basic conditions

for the effective use of this method are: the conviction that

the audience will indeed inevitably come into contact with the

negative information, and the negative information given to

the audience in advance should be small.

6. Please briefly answer what are the links or factors

that can have a controlling effect on the media.

Essentials:

(1) Political control by the state and government

The main aspects of mediatorial control, which take the form

of the establishment of laws, regulations and policies through

the regulation of the mass communication system,

to ensure that the media serves the realization of the national

system, ideology, and various goals.

The content of political control includes, inter alia, the

regulation of all forms of media outlets; Passed on through

legislative and administrative control

The activities of the media.

(2) Control of interest groups.

Various interest groups in society (political parties,

foundations, organizations, civil organizations, etc.) in order to

protect and safeguard their own interests

In the past, it was necessary to exert influence on mass

communication in various ways and exercise direct or indirect

control.

The control of interest groups is mainly manifested in: the

control of political parties and groups over the media;

economic blocs on the media

control.

(3) Supervision and control of the audience

In modern society, mass communication has an important

impact on all aspects of people's lives, and many

communication contents

will directly affect the interests of the audience. As a result,

the broad audience has the right to social scrutiny of the

activities of the media.

The content and methods of social supervision and control of

media activities by the audience mainly include: personal

information feedback; to eliminate

Influence in a group manner; Recourse to legal means to

restrict media activities by influencing the sales market of the

media.

(4) Internal control of the media

The control of political forces, social interest groups, and

the broad audience are all external control over the media,

which establishes the social status and role of the media as a

whole and stipulates the rules for the operation of the media.

However, the actual operation of the media is carried out by

the communicator and is realized through the actions of the

communicator. Therefore, control over the media should also

include another important aspect, namely, direct control over

the communicators. As a result of this control

The system is mainly carried out within the communication agencies. Hence

this as media internal control.

The content of the media's internal control mainly includes: controlling the

media through the formulation of media editorial policies and reporting

policies;

Through the regulation and regulation of professional ethics, the self-

discipline of communicators and media organizations can be realized.

4. Essay questions

1. What is the main content of the "audience as market" view? Its

positive and negative aspects are manifested in various ways

What aspects? How to put this point of view into perspective.

Essentials:

The main content of the "audience as the market" view: the audience is

regarded as the consumer of mass communication products, and the

audience reads newspapers, listens to radio, and watches television in the

same way as the goods purchased in the supermarket, and whether it can

meet the needs of the individual is the most important criterion. The

communicator and the audience are in a buying and selling relationship, the

mass communicator is the manufacturer of information products, and the

audience is the purchase point of information products.

Positive significance: First, it strengthens the main position of the audience,

highlights the initiative of the audience, and avoids the "passing."

"no work" with zero or negative effect. Second, it reflects some laws and

characteristics of the actions of the mass communication industry.

Negative aspects: There are also some problems with seeing the audience

as just consumers, first, the communicator is not only a business operator, a

profit-maker, but also a disseminator of information. Second, the audience not

only regards mass communication as material consumption, but also has

entertainment, information, education and other values for the audience.

Third, information products are different from material products, the former

focuses on material enrichment, and the latter attaches importance to

spiritual upliftment.

The correct attitude towards this view: a simple buying and selling

relationship cannot be used to define the transmission and reception

relationship of mass communication.

Only by comprehensively looking at the material and spiritual attributes of

mass communication products can we truly give full play to the social

function of mass communication.

2. What are the main factors that affect the effectiveness of

communication? Please discuss it in the context of the actual

situation of communication.

Essentials:

(1) The factors restricting and influencing the significant effect of

communication mainly come from three aspects:

1. Propagation subject

In terms of communication subjects, the main factors affecting the

communication effect are the credibility and authority of the communicator.

2. Communication skills

Communication is a highly skilled activity, and different communication

methods often bring different communication effects. So

In order to improve the effectiveness of communication, it is necessary to

master the necessary communication skills.

3. Target of dissemination

In terms of audience, the main factors that affect the communication effect

are:

Obedience

Fear appeals

Theory of Immunity

(2) The dissemination of practical analysis should be closely integrated and

flexibly use the knowledge mentioned above, and at the same time, it should

also have its own

Views and perceptions.

Introduction to Mass Media exam questions and answers

1. Fill in the blanks (20 points, 1 point for each blank)

1. A. Hart, an American communication scholar, divides the media of all history into three

categories: ( ) media system, ( ) media system and ( ) media system.

2. There are three basic functions of symbols: one is ( ) function; The second is the ( )

function, and the third is the ( ) function.

3. Interpersonal communication is communication in the true sense of the word.

4. The formal channels of communication within the organization include ( ), ( ) and ( ).

5. The information disseminated by the masses has both ( ) and ( ).

6. According to the theory of mass society, modern society is mainly divided into two

parts, on the one hand, ( ), and on the other hand, ( ).

7. Hovland's ( ), together with Lazarsfeld's ( ), became the main method for the study of

communication effects.

8. It is generally believed that ( ) is the beginning of the clarity of the controversy over

the "new world information order".

9. There are two main schools of thought in communication studies, namely ( ) and ( ).

10. In 1950, the world's first doctoral degree in communication was born at the university

2. Explanation of nouns (20 points, 5 points for each question)

1. Mimic environment

2. Collective behavior

3. Right to know

4. Communication effect

3. Short answer (20 points)

1. What are the basic characteristics of human social communication? (6 points)

2. What is the "12345" of communication development? (7 points)

3. Draw a linear pattern diagram of the propagation process, and point out a basic

constituent element of the propagation process. (7 points)

4. Discussion (20 points)

As a future communicator, what do you mean by "control analytics"? From the

perspective of social systems.

5. Material Analysis (20 points)

Read the following materials and analyze them in combination with relevant theories of

communication.

Material (1) As soon as Yan Shouyi and Shen Xue entered Fei Mo's house, they could see

that the home was a temporary break after the war. Fei Mo didn't wear glasses, his head

drooped, and he nestled in the sofa. When a person with deep myopia takes off his

glasses, his face is distorted. Li Yan's face was stained with tears, smoking a cigarette,

and her legs were crossed, sitting behind the desk where Fei Mo usually sits. Seeing Yan

Shouyi and Shen Xue coming in, Li Yan had another attack: "Liar, it turned out to be a

liar." Show one’s true colors! Speak, why don't you drag the words? Usually when I go on

the Internet, I say that I am depraved. ”

Material (2) Yan Shouyi did not speak. Fei Mo glanced at the back room and leaned back

on the sofa: "It's been more than twenty years, and I do have some aesthetic fatigue.

Then he buried his head in his hands and began to sob.

Yan Shou was stunned for a moment.

Material (3) For a long time, Fei Mo raised his snot and said, "It's still an agricultural

society." Yan Shouyi didn't understand what he meant for a while, and asked, "What?" ”

Fei Mo shook his head: "At that time, everything depended on walking. I went to Beijing to

take the exam, and I didn't return for a few years, and whatever you said when I came

back was true. ”

Tapping the phone on the table again: "...... now" Yan Shouyi: "What's wrong now?"

Fei Mo said in a hoarse voice: "It's close, it's too close, it's so close that people can't

breathe!" Yan Shou was stunned for a moment.

Material (4) - make doors, make windows, build the bricks, ash, sand, this is 3900,——

three days of food is 600, this is a total of 4500,

- Brother Brick, this is 5000, you can take it all,

…………

The phone rang,

- Who's not ...... Not available, not available! Not to mention, it costs money - who?

- The Faith of the Road! Tell me to kill pigs and see I bought a mobile phone, and he

bought one! He has no one in Beijing - two burnt buns!

- On a street, you can smell a fart, isn't it faster than dialing up a shout?

- Source: Lines from the movie "Mobile Phone".

Answer:

1. Fill in the blanks

1. The machine of manifestation and reproduction

2. Expression and comprehension, convey and think

3. "Multimedia"

4. Downward propagation, upward propagation, lateral propagation.

5. Commodity attributes Cultural attributes

6. Broad masses and a small number of power elites

7. Psychological experiment method and sampling survey method

8. Declaration of Algiers

9. The Empirical School The Critical School

10. University of Illinois II. Explanation of terms

1. Key points of the answer to the mimic environment:

The so-called "mimetic environment" is what we call the information environment, which

is not a "mirror" representation of the real environment, but a selection and selection of

symbolic events or information by the communication media

The environment that is restructured and restructured.

However, this kind of processing, selection, and structuring takes place in a place that is

not visible to the average person (inside the medium), so people are generally unaware of

this, and tend to think of the "mimetic environment".

Treat the objective environment itself.

The information environment (mimetic environment) formed by mass communication not

only restricts people's cognition and behavior, but also has an impact on objective reality

by restricting people's cognition and behavior.

2. Key points of the answer to the collective behavior:

It refers to the phenomenon of abnormal social assemblage that occurs under certain

stimulus conditions. For example, mass riots after fires, earthquakes, spontaneous

gatherings for some reason, marches, ethnic conflicts, prices

Rising rumors caused by panic buying, etc.

Collective behaviors mostly appear in the form of clusters, panic, rumors, and

commotions, which often cause interference and destruction of normal social order.

Collective behavior is a spontaneous anomaly with its own special propagation

mechanism.

3. Key points of the answer to the right to know:

Broadly speaking, it refers to the right of members of society to obtain information about

their environment and its changes, as well as all kinds of useful information necessary to

ensure social life

It is also one of the basic contents of the human right to life.

In a narrow sense, the right to know refers to the right of citizens to know or be aware of

the activities of the country's legislative, judicial and administrative public authorities,

which is a basic politics of citizens

Rights also mean that public authorities have the responsibility and obligation to citizens

to disclose information.

4. Key points of the answer to the communication effect:

First, it refers to the changes in psychology, attitude, and behavior caused by persuasive

communication behaviors in the recipient. The effect of transmission here usually means

the extent of the transmission activity

to achieve the communicator's intent or purpose;

Second, it refers to the totality of all the effects and results of communication activities,

especially those of the mass media such as newspapers, radio, television, etc., on the

recipients and society, whether these effects are intentional or unintentional, direct or

indirect, explicit or latent. It is manifested in three levels: environmental cognitive effect,

value formation and maintenance effect, and social behavior demonstration effect.

3. Short answer

1. Key points of the answer:

The so-called communication refers to the transmission of social information or the

operation of social information systems. Human social communication has the following

characteristics:

Social communication is an information-sharing activity;

b. Social communication is carried out in a certain social relationship and is the

embodiment of a certain social relationship;

c. It is a two-way act of social interaction;

d. There must be a common space of meaning between the transmittor and the receiver;

E. Communication is an act, a process, and a system.

2. Key points of the answer:

The culmination of the episode: Schramm, the founder of the discipline of communication;

Two schools: the critical school and the empirical school

Three major sources: Communication studies come from information science, the "three

theories" and journalism

Four pioneers: Lasswell, Lewn, Lazarsfeld, Hovland

Five research areas: control research, content analysis, media analysis, audience

analysis, and effect analysis

3. Key points of the answer: Figures omitted

A basic propagation process that includes the following factors:

a. Communicators

b. Recipients

c. Messages

d. Media

e. Feedback

4. Discuss the main points of the answer:

First, the relationship between mass communication and the government (government

control of the media; media scrutiny and criticism of the government); second, the

control of the media by the owner of the media;

Third, the relationship between the mass media and the business community (interest

appeal; economic impact); fourth, mass communication and industry organizations;

fifth, the relationship between mass communication and audiences; Sixth, mass

communication and mass culture.

5. Key points of material analysis answers:

First, the four materials illustrate the following issues:

- Fear of new media

- The form of media needs to change, based on the visual considerations of the audience.

For example, "thin newspaper", "orange newsprint", etc

- The medium is an extension of the human body, pulling people into the distance. In fact,

if the distance is too tight, it can also feel uncomfortable.

——The manifestation of identity, the symbol of identity. It is worth it to buy a mobile

phone with the money of a pig in exchange for the show-off of status!!

Second, the analysis of communication theory

Relevant theories involved:

the characteristics and significance of human transmission;

Audience Behavior Theory;

McLuhan's Medium Thought;

Effect Analysis Theory;

Characteristics and connections between interpersonal communication and mass media.

1. Multiple choice questions (number of questions: 50, 50 marks in total)1

The advantages of working as a financial planning consultant do not include (). A、

Not much pressure

B、

Low risk

C、

The pay is good

D、

The market demand is saturated

A B C D

The three effects of public debt do not include (). A、

restrain

B、

Reduce investment in the private sector

C、

Downplaying the inflationary consequences of deficits

D、

The "crowding out effect" of consumption

A B C D

The statement about the fund company is incorrect (). A、

Expert Money

B、

It's just securities wealth management

C、

Buying a house and a car is also the business of the fund company

D、

The yield is better

A B C D

The pass rate for a single CPA subject is about (). A、

0.05 B、0.1 C、0.2 D、0.3

A B C D

What is the general interest rate of private fundraising? （）

A、0.05 B、0.1 C、0.15 D、0.2

A B C D

The following are not part of the securities investment plan (). A、

Money Market Instruments (Currency Settlement)

B、

Fixed Income Securities Capital Market Instruments (Bonds)

C、

Equity Securities Instruments (Equities)

D、

heritage

A B C D

Which of the following is NOT a financial goal? （）

A、

Make money and make a profit

B、

Gain recognition from others

C、

Prevent risks

D、

Successful personal career

A B C D

When did the government

propose a "price breakthrough"

and end the "dual-track price

system" ()A,

1965 B, 1978 C, 1982 D, 1988

。

A B C D

Among the various types of assets of banks, the largest proportion is (). A、

Loan assets

B、

Interest on deposits

C. Deposit D

Interest on the loan

A B C D

Regarding the meaning of family finance, it is incorrect (). A、

Promote the healthy operation of hundreds of millions of family economies

and happy interpersonal relationships

B、

Rational economy in the allocation of household financial resources is also of

great benefit to improving the economic efficiency of the whole society

C、

Benefiting the financial life of hundreds of millions of families, promoting

their financial knowledge, skills and efficiency

D、

The personal situation is better, and the state is no longer burdened

A B C D

The function of "housing for the elderly" does not include (). A、

Old-age security

B、

Decrease in property transactions

C、

The national economy has a new growth point

D、

Financial and insurance products, performance, and profits have increased

significantly

A B C D

Which of the following is not one of the "4E" occupation requirements?

（）A、

Education B, Exam C, Experience D, Philosophy

A B C D

The main function of the stock market is (). A、

Financing the market

B、

Raise funds

C、

Fulfill social responsibility

D、

Increase the share price

A B C D

In September 2000, Hong Kong held the CFP registration examination, how many

people became the first batch of financial planners in Hong Kong? （）A、

66 B、74 C、88 D、92

A B C D

There are two ways to make money buying stocks, one of which focuses on the

value of the asset itself (). A、

Investment B, speculation C, stock speculation D,

Obtained by chance

A B C D

The price-to-earnings ratio of stocks in different sectors is different. Generally

speaking, the better the market situation, what will happen to the P/E ratio ().

A、

The higher B, the lower C

Sometimes high and sometimes low

D、

Not easy to judge

A B C D

The following statement is incorrect (). A、

Investment in one's own education is generally short-lived

B、

The investment in children's education is relatively long, starting with

prenatal education.

C、

The investment in children's education has been very good.

D、

Investing in a child's education is very expensive.

A B C D

Which of the following is a tangible resource? （）

A, energy B, money C, information D, knowledge

A B C D

Which of the following does not belong to the three main ways of foreign

exchange financial management (). A、

deposit

B、

Speculate on foreign exchange on your own

C、

Purchase foreign exchange wealth management products

D、

insurance

A B C D

The qualities that a financial planner should possess do not include (). A、

Conservative B, modest C, innovative D, knowledge

A B C D

At present, China's foreign exchange reserves are () billion.

A、2000 B、9000 C、15000 D、

More than 20000

A B C D

How many credit cards should I have? （）

A、

1 B, 3-5 C, 2-3 D

The more the merrier

A B C D

The two-way portfolio investment method for bond investment is (). A、

Ladder portfolio method and conical portfolio method

B、

Ladder and barbell portfolios

C、

Stable Portfolio Approach and Flexible Portfolio Approach

D、

Long-term portfolio approach and short-term portfolio approach

A B C D

Which of the following is the investment that has been likened to an "old hen

placing orders"? （）

A, stock B, bond C,

Bank storage

D、

Foreign exchange investment

A B C D

Regarding interest rates and exchange rates, the following statements are

incorrect (). A、

The interest rate is a price signal in the local currency money market

B、

An exchange rate is a comparison between two currencies

C、

The exchange rate affects interest rates, mainly through equilibrium changes

in the balance of payments

D、

The balance of payments is mainly composed of two major parts: one is the

current account balance and the other is the capital account balance

A B C D

With regard to "asset lease and swap", the expression is incorrect (). A、

Rent a large house into a small house, and use the rent difference to support

the elderly

B、

Eliminate the need to sell your home now and suffer losses when house

prices rise in the future

C、

It can alleviate the age structure of the aging population in large cities

D、

Housing can be reprocessed at a later date

A B C D

At present, in order to increase property income, people need to establish

relevant platforms, among which the following statements are incorrect (). A、

Construction of national laws and regulations and protection of interests

B、

You need financial awareness, knowledge, skills and abilities

C、

Financial institutions have introduced wealth management tools and

products

D、

There is no need for education and advocacy in schools and the media

A B C D

The defects of "house pension" do not include (). A、

The current law has many shortcomings

B、

The specific operation is complicated

C、

The period is too short

D、

There are many contacts

A B C D

"Sow an action, reap a habit; Sow a habit, reap a character; Sow one

character, reap one

Destiny. "From (). A、

Aesop B, Dude C,

William James

D、

Rousseau

A B C D

The statement about estate planning is wrong (). A、

The main elements of estate planning are wills and a whole set of tax

avoidance measures

B、

The estate plan should satisfy one's wishes as much as possible when

leaving the property to an heir

C、

Estate planning should pay the least amount of inheritance tax

D、

The above statement is incorrect

A B C D

The fee for the financial planner's consultation service is (). A、

The minimum is $76

B、

A minimum of $80 C

Up to $223

D、

Up to $225

A B C D

Regarding the matters that need to be paid attention to in the preparation of

financial plans, it is incorrect (). A、

Grasp the crux of the problem, highlight the key points, and consider

comprehensively

B、

Prudently analyze the customer's financial situation, ask for problems, and

check the reasonableness of the customer's goals

C、

calculations, avoiding the use of economic indicators and data

D、

It is reasonable and reasonable, and it is more consistent with real life

A B C D

Regarding the main points of personal life planning, it is incorrect (). A、

Correctly evaluate your personality, abilities, hobbies, and outlook on life,

and establish life goals

B、

Make a detailed investigation of the overall social and economic environment,

consider how to adapt your knowledge and skills to the society, and grasp the

progress of the society

pulse

C、

Collect and analyze information on job opportunities, recruitment conditions,

etc., and choose the most suitable career information for you

D、

Don't stick to a plan

A B C D

Which of the following actions reflects the need for financing? （）

A、

Pick up the slack

B、

Securities Trading

C、

Treasury bond purchases

D、

Save money to buy a car

A B C D

The statement about the characteristic advantage resources is wrong (). A、

An important reason why a unit, individual, organization or even a

region/country can survive smoothly in society and develop rapidly lies in

whether it has abundant, unique, and very important characteristic and

advantageous resources for the society that other units, individuals or

organizations do not have.

B、

Having this kind of resources, which others need very much but do not have,

can gain an important position and advantage in the allocation and exchange

of social resources.

C、

Strive to manage your knowledge and skills to maximize the value

realization.

D、

The premise of trying to manage your own resources well is to obtain your

own resources.

A B C D

The following statement is incorrect (). A、

Planning for your retirement in advance can make your retirement more

secure

B、

Planning for retirement in advance can ease the financial burden on your

children

C、

Retirement planning mainly considers spending and other needs after

retirement

D、

The quality of life after retirement will be greatly reduced

A B C D

According to the statistics of the Ministry of Housing and Urban-Rural

Development, the current proportion of urban households in China owning their

own houses is ().

A、0.75 B、0.81 C、0.86 D、0.94

A B C D

The overall financial planning, with () as the starting point and attribution, is

refined in all aspects from the four aspects of income, expenditure,

investment and risk avoidance

Mind design and planning, and ultimately achieve wealth preservation and

appreciation, to achieve a happy life.

A、

High yields

B、

The individual family lives happily

C、

The length of time for the payoff

D、

The novelty of the concept

A B C D

The foreign exchange obtained by enterprises and individuals through exports

needs to be handed over to the bank, which will then exchange it for RMB.

After the bank gets these foreign exchanges, except for the reserved part, the

rest are exchanged with the central bank for RMB. In this way, the central

bank's foreign exchange has been continuously accumulated, which has been

pooled into our country's foreign exchange reserves. What is this called? （）

A、

Forex hedging

B、

Bank foreign exchange settlement and sales system

C、

Remittance system

D、

Exchange rate regime

A B C D

Which of the following behaviors is not conducive to managing your

finances? （）

A、

Discussion of relevant theories and objective regularity of financial

management

B、

The government's concept and ideas have been opened up, and obstacles

have been eliminated

C、

Financial management courses for primary and secondary school students

are offered to cultivate the public's financial management awareness

D、

Restrict the establishment of third-party financial institutions

A B C D

Which of the following is investment-related financial management? （）

A、

Education savings

B、

Investment loans

C、

Pension life insurance

D、

Mortgage loans

A B C D

The reasons for studying the "housing for the aged" model do not include (). A、

The problem of aging is prominent

B、

Aging population

C、

GDP per capita is very high

There is a shortage of pension resources

A B C D

Regarding the appreciation of the exchange rate, the following statement is

incorrect (). A、

In order to maintain a certain degree of competitiveness, the price rise of

export trade goods will be suppressed

B、

The non-tradable goods sector that cannot be replicated and grown quickly

mainly includes labor and factor sectors such as land and real estate

Prices will rise substantially

C、

Stocks, real estate and other investment varieties themselves are good

weapons against inflation

D、

This will lead to a decrease in the price of non-tradable goods

A B C D

The statement about financial management is wrong ().

A、

Financial planners carry out targeted financial service portfolio innovation

according to the comprehensive needs of customers.

B、

Financial planning generally provides customers with a single financial

product.

C、

According to the International Association of Financial Planning, "it is more

important to focus on the financial goals and needs of customers than to focus

on a single product pitch". D、

The scope of personal finance: the allocation of economic operations and

financial resources in the long-term process from birth to death of an individual

family

Cut matters.

A B C D

Which of the following is NOT a good deposit habit? （）

A、

Forcing yourself to save for a regular period of money

B、

Pay off your bank loan as soon as possible

C、

Get a few more credit cards

D、

Withdraw part of the money from the payroll account regularly and deposit it

into the newly opened German deposit account, and after 2-3 months, increase

the amount of each withdrawal

A B C D

Since 2005 , as of now, there are about (). A、

Hundreds

B、

Thousands of people

C、

10,000~20,000D

Several hundred thousand

A B C D

Which of the following is NOT a general employment trend after learning

about financial management? （）

A、

Financial and insurance institutions

B、

Wealth management firms

C、

Technology development

D、

Personal housekeeping

A B C D

The difference between personal finance and corporate finance does not include

(). A、

The people you want to serve are different

B、

The characteristics of economic activity are different

C、

The financial goals are the same

D、

Decision-making rationality is different

A B C D

The following statement is incorrect (). A、

Proactive financial management should be financial management with goals.

B、

When we set financial goals, we must align with our needs at all stages of life

so that we do not deviate from our financial plans

and in vain.

C、

People should evaluate themselves before choosing a financial goal that is

right for them.

D、

I don't need to know what is best for me before I manage my money.

A B C D

How much did the dollar depreciate in the United States between 1900 and 2000?

（）

A、1/54 B、1/57 C、1/45 D、1/52

A B C D

2. True/False Questions (Number of questions: 50, 50 marks in total) 1

The financial goals do not include plans to purchase a residential home.

（0）2

In the future, the "421" family, the elderly couple will leave two houses to the

middle-aged couple, which will not be valued by the middle-aged couple;

Middle-aged couple

Supporting four elderly people at the same time, it is difficult to support the

financial ability.

（1）3

The principle of clarity should be followed when formulating a personal life

plan.

（1）

Financial planners have limited autonomy. （）

Wealth management is just a financial product. （）

The development of financial service activities must rely on the financial

platform. （）

Social public financial management is the construction, allocation and

application of a large number of public infrastructure, including water,

electricity, roads, gas, communications, etc. （）

For the complexity of expert financial management, it is more appropriate to

entrust expert financial management. （）

Corporate finance is financial management. （）

Starting from the principle of prudent investment, the "32221" portfolio

investment strategy can generally be adopted. （）

Although family financial management cannot improve the living standards of

residents, it can better manage family finances. （）

Property income refers to the ownership of movable property (such as bank

deposits, securities, etc.) and immovable property (such as houses, vehicles,

land, etc.) owned by a family.

collectibles, etc.), such as dividends, dividends, rentals, etc. （）

There is generally only one form for the correct transmission of the central

bank's credit policy, that is, the central bank convenes an economic and

financial situation analysis meeting in a timely manner

Gather all commercial banks to hold a meeting to convey the central bank's

credit policy intentions in a timely manner. （）

For an ordinary family of three, the child should continue to hire a nanny after

primary school. （）

It is important for the elderly to have health insurance. （）

On the basis of fully understanding the risk appetite and investment return

needs of customers, financial planners make investments through reasonable

asset allocation

The portfolio can not only meet the liquidity requirements and risk tolerance of

customers, but also obtain sufficient investment returns. （）1

Option trading is a kind of option transaction, and the two parties buy and sell

a right, that is, the two parties at the agreed price, in the agreed agreement

A transaction in which a contract is entered into in advance at a time or on a

certain day as to whether to buy or sell a bond. （）

In the 80s, studying abroad was basically elite. （）

The price-to-earnings ratio reflects the cost of investing in stocks. （）

According to the regulations, only credit cards can be used to settle purchases

to enjoy up to 50 days interest-free repayment days. （）

People of different ages borrow from banks for the same number of years. （）

Saving, the picture is a safe and secure. （）

Married people should consider the opinions of other family members when

setting personal financial goals. （）

Financial planners need to meet the needs of their clients, who need a "financial

planning process" rather than a single financial product. （）

At present, there are very few financial planners, and there is great potential for

future development. （）

RMB wealth management products invest the pooled funds in treasury bonds,

municipal bonds, financial bonds, certain types of stocks, etc. （）

The "butler" service of a financial planner includes the penetration of financial

management concepts. （）

The elderly abroad generally have a conventional approach to estate planning,

and they feel that it is natural. （）

The "housing pension" model involves three major theories: real estate

economy, pension security, and finance and insurance. （）

Wealth management is just the management of monetary assets. （）

An education investment plan entails an analysis of the client's current and

expected future revenues. （）

Financial planners generally do not work in the news media. （）

The longer the deposit period, the more cost-effective it is. （）

Public opinion has no role in promoting financial management. （）

The emergence of the "421" model is not the background of the launch of the

"housing pension" model. （）

There is an advantage to buying a house with a loan: you raise a house when

you are young, and rely on it to support your old age when you are old. （）

When a company goes outside to find a source of funding, it is what we often

call financing. （）

Managing money is a matter for the rich, the rich need to manage it, and the

poor don't need it. （）

Interest rates and exchange rates are categorically separate. （）

When currency is faster, bond prices rise. （）

The personal financial management business of banks is helpful to evaluate

and improve from the perspective of the effective allocation and rational use of

personal and household financial assets

Financial policy. （）

An important reason why a unit, individual, organization or even a

region/country can survive smoothly in society and develop rapidly lies in

whether it has abundant, unique, and very important characteristic and

advantageous resources for the society that other units, individuals or

organizations do not have. （）

The United States is subject to estate tax. （）

Our country's old-age security system was initially established, and the

popularization was too narrow. （）

Inheritance tax avoidance methods include giving the inheritance as a gift to the

heirs in advance. （）

Reverse mortgages have a longer term. （）

Purchasing pension insurance is part of your personal financial planning. （）

The central bank needs to grasp a degree in specific implementation, and in

different periods, the central bank has different priorities, but one is highlighted

It is not advisable to abandon other goals, and only by developing them in a

balanced and stable manner can we truly achieve sound and rapid economic

development. （）

Individual families need to manage their finances, including marriage and

childbirth, career and employment, children's education, tax payments,

buying a house and a car, and retirement

Inheritance, such as pension, does not belong to family financial management.

（）

The construction of Hangzhou financial center city is a typical unit financial

management. （）

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