1.Opinion Leaders
Active in information networks, have many information channels ,so they can often provide information and advice for others and can influence others.
2.The Spiral of Silence
For a controversial issue, people will watch the "climate of opinion" before they make comments . judging their opinion whether the "majority opinion", when people feel that their views are "majority" or in the "advantage" , it will tend to boldly express this opinion; when found his views are "a few" or in a "disadvantage" they often remain "silent." The more people remain silent, the more feel that their views are not well accepted, thus a result, the more they tend to remain silent. Repeated veral times, they form reprenting "dominant" status views and more powerful, while holding "inferior" opinions of people sound more and more weak, such a cycle, forming a "one more loudly, and the other more and more silent spiral down the process. "
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3.Gatekeeper
Lewin was first propod this idea.
The information was screened and filtered by communicator. Communicators decide what we can e and how we can e .
4.Selective exposure hypothesis
Audience in the contact information of the mass media is not
indiscriminate, but more willing to choo the contents that are the same or similar to their opinion, and for the contents of this confrontation or conflict, there is a tendency to avoid.知名小说
5.Knowledge Gap Theory
Becau the people who have higher economic status is usually much faster to get information than tho of low socioeconomic status, therefore, the more information is transmitted by the mass media , the knowledge gap between the two types of people is more tend to expand.
五言律诗大全500首6.Agenda Setting Theory
Mass media report an issue or not directly affect people's perception on the subject.
Mass media highlights an issue will cau people to pay more attention to the issue.
Mass media on a range of topics give different levels of coverage according to a certain order of priority, it will affect people’s judgment about importance of the issues .
7.Magic bullet theory
The message nt by the mass media is like a magic bullet, but the audience as the target without protection ,so the audience can easily be knocked down by the message nt by the mass media.
The theory is that mass media have powerful force which can directly affect audience.
Text One An Introduction to Communication
ii) Key Words & Expressions:
communication n. 传播
journalism n. 新闻学
transfer n.& v. 传递，迁移
一个齿一个且information n. 信息
circulation n. 流通，运行，循环，传播
convey v. 传送，传递
feedback n. 反馈，反应
medium n. 媒体，媒介，中介
II. Text Study
STUDY PREVIEW communication is an important word in our today’s academic study in journalism, sociology, psychology, economics & politics. It’s also heard more & more often in our daily life. So what is communication?
Communication:
The transfer of social information & the circulation of social information systems.
Social:
When we say “communication” in our study, we usually mean human communication, not animal co
mmunication; a “communication” happening in a society, not in other environments such as natural, physical or biological ones.
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Why we study “human communication”?
Communication is the tool that makes societies possible. It is no accident that communication and community have the same word root.wifi测试
Without communication, there would be no communities; and without community, there could be no communication.
The sociologist Charles Cooley called communication “the mechanism through which human relations exist and develop_ all the symbols of the mind, together with the means of conveying them through space and prerving them in time”.
Transfer of information:
When “communication” happens, information flows from one person to another, and then the receiver may give some feedback to the giver. During this process, the information is shared, and the giver and receiver can play the opposite role.
Also, communication needs some medium, which is something both parts of a communication can understand. For example, two or more people come together, trying to share some information. But they are from different countries and have different life experiences. So if they want to understand one another, they must u some medium such as English language, or even body language.
In modern times, words are important tools or media for communication. But communication is not conducted entirely, or even mostly, in words. A gesture, a facial expression, a pitch pattern, a level of loudness, an emphasis, a kiss, a hand on the shoulder, a haircut or lack of one _ all the carry information.
Text Two Types of Communication
ii) Key Words & Expressions:
mass media 大众传播媒体
mass communication 大众传播
intrapersonal communication 自我传播
interpersonal communication 人际传播
中国十大菜系group communication 群体传播
audience 受众，观众，听众
encode 编码
行风评议code 代码
transmit 传输，传达，传播
decode 解码
internalize 使内在化
II. Text Study
STUDY PREVIEW The communication in which the mass media engage is only one form of communication. One way to begin understanding the process of mass communication is to differentiate it from other forms of communication.
Intrapersonal Communication
We engage in intrapersonal communication when we talk to ourlves to develop our thoughts and ideas. This intrapersonal communication precedes our speaking or acting.
Intrapersonal communication is an exchange of information we have with ourlves, such as when we think over our next move in a video game or sing to ourlves in the shower. Typing into a computer is electronically mediated intrapersonal communication.
Interpersonal Communication
