1、Agenda Setting議題設置,基本概念 媒體議題與公眾議題 受眾認知與媒體策略 把關人與議程設置,Agenda Setting議題設置,By saying the media have an impact on agenda setting, we mean that they have the ability to choose and emphasize certain topics which can cause the public to perceive these issues as important. So far, the research suggests: 原因與

2、效果的相關性仍然還不清楚 Cause and effect relationships are still unclear. 結(jié)論可以隨研究媒介而變化 The results can hinge on the medium being studied. 潛在的話題可以影響議題設置 Topic covered can influence agenda setting. 個人對話題的經(jīng)驗將會影響結(jié)論 A persons experience with topic will influence results.,Agenda Setting (Cont)議題設置（續(xù)）,An agenda-setti

3、ng effect can also be influenced by other factors, such as a persons interest in and experience with the topic, his age, education, and political involvement 議題設置效果也會受到其他因素諸如個人興趣愛好、經(jīng)驗.涉及話題、年齡、教育和政治等因素 Agenda research has two general fields of study: 議程研究有兩個一般性的研究領域,Agenda Setting （cont.） 議題設置(續(xù)),Fra

4、ming, how topics are treated by the media 選題，話題如何被媒介制造 Agenda building, examines how media build their agenda of newsworthy items 議題建構(gòu)，檢測媒介建構(gòu)有新聞價值的議題,Agenda Setting （cont.） 議題設置(續(xù)),Methodology方法 Step 1: Identify predominant themes and messages 第一步：確立主題與訊息 Step 2: Examine what viewers absorb from hea

5、vy exposure to TV. Viewers respond to questionnaires with “real world” or “TV world” answers 第二步 檢測觀眾從深度接觸電視中吸收了什么 觀眾對問卷中涉及“現(xiàn)實世界”與“電視創(chuàng)造的世界”相關問題選項所做的反應。,Agenda Setting(Cont)議題設置（續(xù)）,Models of Agenda Setting 議題設置模式： 1. Awareness model 0/1 知曉模式 2. Salience model 0/1/2 顯著模式 3. Priorities model 0/1/2.N 優(yōu)先

6、模式,新強大效果論（強大效果再論證）New powerful effects theory(Rethinking of the powerful effects),The silence of spiral 沉默的螺旋 Band-wagon-effect 樂隊花車效應,新強大效果論(續(xù)) New powerful effects theory （cont）,大眾傳播的三個特性 一致性homogeneity （大眾傳媒的內(nèi)容是同質(zhì)的，同時影響形成一致意見） 累積性cumulation（媒介長期影響） 普遍性catholicity（人們判斷周邊意見環(huán)境，主要來自社會群體和大眾傳媒）,新強大效果論(

7、續(xù)) New powerful effects theory （cont）,理論假設 1、社會孤立、威脅有不同意見的個人 2、人們經(jīng)常會體驗被孤立的恐懼 3、這種對孤立的恐懼使得人們經(jīng)常試圖評估意見氣候 4、這種估計的結(jié)果，會影響人們在公開場合的行為,Chapter 8 Social Effects of Mass Communication 大眾傳播的社會效果,知溝理論（Knowledge gap ）,Tichenor, Donohue inconclusive results, but Congress mandates new TV rating system and use of “V

8、” chip,Impact of Televised Violence電視暴力的影響,A representative summary of research findings might conclude: Evidence indicates that theres a significant correlation between viewing violent TV shows and day-to-day aggressive behavior. Nevertheless, a relationship is not necessarily evidence of a cause a

9、nd effect. In 1986, a five-country panel study research project came to two conclusions about TV violence, children, and aggressive behavior: relationship between viewing violence and aggression is weak theres a circularity in causation. Viewing violent TV caused some children to become more aggress

10、ive, and being aggressive caused them to watch more violent TV,Experimental Results實驗結(jié)果,Catharsis Theory (Aristotle)亞里斯多德的宣泄理論 watching violence purges the urge to be violent Stimulation Theory 刺激理論 watching violence stimulates you to be more violent Banduras Experiment 班都拉的實驗 watching violence may

11、not cause violent behavior, but it may well encourage it,Experimental Results (Cont),Factors that could complicate lab and field research age, sex length and type of violent media content people with whom the subject watches the media social class, family history, economic background real-world infl

12、uences (field experiments) What Can We Conclude? Study threads suggest that watching television violence does increase aggressive tendencies; but while the effects may be small, theyre not necessarily trivial,Encouraging Prosocial Behavior鼓勵親社會行為,親社會行為Prosocial Behavior: cooperation, sharing, self-c

13、ontrol, etc. 形成自我控制Developing Self-Control: data shows films, TV shows can affect childs self-control 合作共享和互助Cooperation, Sharing, and Helping: data shows kids willing to imitate cooperative, generous, and helping behavior they see portrayed in films or TV 調(diào)查資料Survey Data: data suggests children do

14、perceive prosocial messages within a film or TV show, but two studies found little relationship between viewing prosocial messages and actually transferring those actions into everyday behavior,Other Behavioral Effects 其他行為效果,Political Behavior 政治行為 voter turn out studies投票者轉(zhuǎn)變研究 negative political a

15、dvertising負面政治宣傳 effects on voter choices 投票者選擇的效果 the difficulty of candidate conversion候選人轉(zhuǎn)變的困難 reinforcement增強 crystallization結(jié)晶化,Other Behavioral Effects 其他行為效果,Political Behavior 政治行為 Presidential debates and public impact 總統(tǒng)辯論及其公共影響 TV and political behavior of politicians 電視與政治家的行為,Obscenity

16、and Pornography淫穢色情內(nèi)容的社會影響,Studies here vary widely, often more because of the prevailing political climate rather than the empirical evidence itself. A 1960s study suggested pornography was more or less limited to middle-age, middle-class men, no evidence that it resulted in antisocial behavior, wa

17、s actually a “healthy” pursuit, and that all laws against distributing pornography be repealed. By contrast, a 1980s study concluded pornography should be curtailed, that it was linked to aggressive behavior, and that there was a link between it and a growing callousness toward women.,Research on th

18、e Social Effectsof the Internet互聯(lián)網(wǎng)的社會效果研究,Does Internet use have an effect on other media? Is there a link between heavy Internet use and a users social involvement? Can heavy Internet use turn into an addiction?,The Future of Communication and Its Impact on Society傳播的未來與他的社會影響,Any discussion about the future is, by definition, specul