传播学名词解释

Communication fundamentals (definition)

1, Communication theory: describes the relationship between communication and social process, with communication being an antecedent, a covariate, or an outcome; it drives from scientific communication research.

描述了沟通和社会过程的关系，作为一个先行沟通，协变量，或一个结果，它来自科学传播研究的驱动器。

2, Falsifiability: the ability to be falsified (disproved).

证伪：能够被伪造（反驳）。

3, Survey: involves interviewing a sample of people through face-to –face, telephone, mail, or the internet about their use of media, knowledge, attitudes, behaviors or other aspects, in order to project the results to the study population.

调查：包括访问了通过面对面，电话，邮件，或对他们的媒体使用互联网的人的样本，知识，态度，行为或其他方面，为了项目的结果，研究人口。

4,Experiment: involves randomly assigning subjects to experimental and control conditions, with those under experimental condition given exposure to certain stimulus (message) while those under control condition given no exposure, in order to assess the effects of the message.

实验：随机指定科目涉及实验和控制条件，实验条件下暴露者给予一定的刺激（消息），而没有曝光控制在一定的条件，以评估该消息的影响。

5,Model: is a simplified version of some theory about how humans communicate; highlights the structure and flow of human communication process; is often expressed in a diagram; a good model can organize ideas, invite heurisitics, predict outcomes, and help measure the phenomenon and thus meets the same criteria as Chaffee and Berger set for theory evaluation.

5，模型：是一些关于人类如何沟通理论的简化版本，突出了结构和人际沟通工艺流程;往往是在一个图表示，一个好的模型可以组织观念，邀请启发式算法，预测结果，并帮助衡量现象，从而达到为Chaffee和伯杰对理论的评价集相同的标准。

6, Diffusion: is the process by which an innovation is communicated through certain channels over time among the members of a social system.

6，扩散：是其中一个创新是通过一定的沟通渠道，随着时间的推移之间的一种社会制度

的成员的过程。

7, Mediamorphosis: is the transformation of communication media, usually brought about by the complex interplay of perceived needs, competitive and political pressures, and social and technological innovations.

7，媒介形态变化：是传播媒体的变革，通常所带来的复杂的相互作用的感知的需要，竞

争和政治压力，以及社会和技术创新有关。

8, Media equation: that is media equals life, applies to everyone, individuals interactions with computers, television, and new media are fundamentally social and natural, just like interactions in real life^^^Everyone expects media to obey a wide

range of social and natural rules. All these rules come from the world of interpersonal interaction.

8，媒体方程：这是媒体等于生命，适用于每个人，与电脑，电视和新媒体的互动基本上是个人的社会和自然，就像在现实生活中每个人的互动^ ^ ^，希望媒体要服从一个广泛的社会和自然规则。所有这些规则来自于人际交往的世界。

9, Mass media: are just extensions of our sensory devices (particularly sight and sound)

9，大众媒体：仅仅是我们的（特别是视觉和声音）感应器的扩展

10.***Technological determinism---the medium is the message. The effects of technology do not occur at the level of opinion or concepts, but alter sense rations or patterns of perception steadily and without resistance.-----Marshall McLuhan 1965

10 .***技术决定---媒介即讯息。科学技术的影响不会发生在意见或概念的水平，但改变感知觉模式配额或稳定，无阻力.-----马歇尔麦克卢汉1965

11,Program choice theory: individual audiences’ choice of TV programs is jointly determined by the characteristics of both audiences and program providers. Some of the characteristics are individual, whereas others are structural.

11，节目选择理论：个别观众的电视节目选择，是由双方共同观众和节目供应商的特点决定的。的特点有些是个人，而另一些是结构性的。

12, Media effects: concerns whether, how, and why media message creates, changes, or reinforces people’s knowledge, perceptions/attitudes, values and behaviors.

12，媒体影响：关注是否，如何，为什么媒体信息创建，更改，或强化人的知识，观念/态度，价值观和行为。

13, Agenda-setting theory: the media can determine how much importance the public attaches to various public issues, by emphasizing certain events/issues and downplaying other events/issues.

13，议程设置理论：媒体可以决定多少的重要性，重视公众的各种公共问题，强调某些事件/问题和淡化其他事件/问题。

14, Priming:Media’s emphasis on an issue will make the public to inc rease the importance of that issue when evaluating a political leader.

14，铺垫：媒体对一个问题的重点将令市民增加对这一问题进行评估时，一个政治领袖的重要性。

15, Cultivation theory: After exposed to pervasive and ubiquitous violence on TV, heavy viewers will perceive the world outside is mean and dangerous.

15，栽培理论：在暴露于电视普及和无处不在的暴力，重型观众会觉察到外面的世界平均值和危险的。

16, Media Dependency Theory Ball-Rokeach & DeFleur (1976):

1. At the individual level, the media dependency is caused by people’s need for

information relevant to their goals. The greater one’s need is, the stronger the person’s dependency on media will be.

1。在个人层面上，媒体的依赖是造成人们对自己的目标有关的信息的需要。一个更大的需要是，较强的人对媒体的依赖会更强烈。

2. At the societal level, the media dependency is caused by the system’s stability. The less stable the social system, the stronger the dependency on media will be for all people in that society.

2。在社会层面，媒体的依赖是由系统的稳定性。越少，稳定的社会制度，较强的媒体的依赖将在这个社会所有的人。

17, Spiral of Silence

lNoelle-Neumann (1974):

Due to fear of isolation, people constantly monitor media to estimate the current and future trends of public opinion. Those who perceive to be in a minority position or in a majority position that is losing ground will keep silent. The process goes on until the silent majority becomes a true minority.

由于害怕孤立，人们不断地监测媒体的舆论估计当前和未来发展趋势。那些认为是谁在少数职务或在多数人的立场正在失去地面会保持沉默。这个进程，直到成为一个真正的沉默的大多数少数民族。

18: Knowledge Gap

lTichenor, Donohue & Olien (1970):

As the infusion of mass media information into a social system increases, segments with higher SES tend to acquire this information at a faster rate than the lower SES segments, so that the gap in knowledge between these segments tends to increase rather than decrease.

作为大众媒体信息成为社会系统增加输液，高社经阶层与收购往往比低社经地位阶层更快的速度这些信息，从而使这些部门之间的知识差距往往不是减少而是增加。

19, Third-Person Effects

lDavison (1983):

People tend to overestimate the impact of media on other people and underestimate the impact of media on themselves.

人们往往高估了传媒对别人对自己的影响，低估了媒体的影响。

lKey concepts: ¡estimated media impact on other people ¡estimated media impact on one’s self

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