传播学经典理论英文翻译可编辑修改word版.docx

传播学经典理论英文翻译可编辑修改word版.docx

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传播学经典理论英文翻译可编辑修改word版

1.OpinionLeaders

Activeininformationnetworks,havemanyinformationchannels,sotheycanoftenprovideinformationandadviceforothersandcaninfluenceothers.

2.TheSpiralofSilence

Foracontroversialissue,peoplewillwatchthe"climateofopinion"beforetheymakecomments.judgingtheiropinionwhetherthe"majorityopinion",whenpeoplefeelthattheirviewsare"majority"orinthe"advantage",itwilltendtoboldlyexpressthisopinion;whenfoundhisviewsare"afew"orina"disadvantage"theyoftenremain"silent."Themorepeopleremainsilent,themorefeelthattheirviewsarenotwellaccepted,thusaresult,themoretheytendtoremainsilent.Repeatedseveraltimes,theyformrepresenting"dominant"statusviewsandmorepowerful,whileholding"inferior"opinionsofpeoplesoundmoreandmoreweak,suchacycle,forminga"onemoreloudly,andtheothermoreandmoresilentspiraldowntheprocess."

3.Gatekeeper

Lewinwasfirstproposedthisidea.

Theinformationwasscreenedandfilteredbycommunicator.Communicatorsdecidewhatwecanseeandhowwecansee.4.Selectiveexposurehypothesis

Audienceinthecontactinformationofthemassmediaisnot

indiscriminate,butmorewillingtochoosethecontentsthatarethesameorsimilartotheiropinion,andforthecontentsofthisconfrontationorconflict,thereisatendencytoavoid.

5.KnowledgeGapTheory

Becausethepeoplewhohavehighereconomicstatusisusuallymuchfastertogetinformationthanthoseoflowsocioeconomicstatus,therefore,themoreinformationistransmittedbythemassmedia,theknowledgegapbetweenthetwotypesofpeopleismoretendtoexpand.

6.AgendaSettingTheory

Massmediareportanissueornotdirectlyaffectpeople'sperceptiononthesubject.

Massmediahighlightsanissuewillcausepeopletopaymoreattentiontotheissue.

Massmediaonarangeoftopicsgivedifferentlevelsofcoverageaccordingtoacertainorderofpriority,itwillaffectpeople’sjudgmentaboutimportanceoftheseissues.

7.Magicbullettheory

Themessagesentbythemassmediaislikeamagicbullet,buttheaudienceasthetargetwithoutprotection,sotheaudiencecaneasilybeknockeddownbythemessagesentbythemassmedia.

Thetheoryisthatmassmediahavepowerfulforcewhichcandirectlyaffectaudience.

TextOneAnIntroductiontoCommunication

ii）KeyWords&Expressions:

communicationn.传播journalismn.新闻学transfern.&v.传递，迁移informationn.信息

circulationn.流通，运行，循环，传播

conveyv.传送，传递feedbackn.反馈，反应mediumn.媒体，媒介，中介

II.TextStudy

STUDYPREVIEWcommunicationisanimportantwordinourtoday’sacademicstudyinjournalism,sociology,psychology,economics&politics.It’salsoheardmore&moreofteninourdailylife.Sowhatiscommunication?

Communication:

Thetransferofsocialinformation&thecirculationofsocialinformationsystems.

Social:

Whenwesay“communication”inourstudy,weusuallymeanhumancommunication,notanimalcommunication;a“communication”happeninginasociety,notinotherenvironmentssuchasnatural,physicalorbiologicalones.

Whywestudy“humancommunication”?

Communicationisthetoolthatmakessocietiespossible.Itisnoaccidentthatcommunicationandcommunityhavethesamewordroot.

Withoutcommunication,therewouldbenocommunities;andwithoutcommunity,therecouldbenocommunication.

ThesociologistCharlesCooleycalledcommunication“themechanismthroughwhichhumanrelationsexistanddevelop_allthesymbolsofthemind,togetherwiththemeansofconveyingthemthroughspaceandpreservingthemintime”.

Transferofinformation:

When“communication”happens,informationflowsfromonepersontoanother,andthenthereceivermaygivesomefeedbacktothegiver.Duringthisprocess,theinformationisshared,andthegiverandreceivercanplaytheoppositerole.

Also,communicationneedssomemedium,whichissomethingbothpartsofacommunicationcanunderstand.Forexample,twoormorepeoplecometogether,tryingtosharesomeinformation.Buttheyarefromdifferentcountriesandhavedifferentlifeexperiences.Soiftheywanttounderstandoneanother,theymustusesomemediumsuchasEnglishlanguage,orevenbodylanguage.

Inmoderntimes,wordsareimportanttoolsormediaforcommunication.Butcommunicationisnotconductedentirely,orevenmostly,inwords.Agesture,afacialexpression,apitchpattern,alevelofloudness,anemphasis,akiss,ahandontheshoulder,ahaircutorlackofone_allthesecarryinformation.

TextTwoTypesofCommunication

ii）KeyWords&Expressions:

massmedia大众传播媒体

masscommunication大众传播intrapersonalcommunication自我传播interpersonalcommunication人际传播groupcommunication群体传播audience受众，观众，听众

encode编码

code代码

transmit传输，传达，传播

decode解码

internalize使内在化

II.TextStudy

STUDYPREVIEWThecommunicationinwhichthemassmediaengageisonlyoneformofcommunication.Onewaytobeginunderstandingtheprocessofmasscommunicationistodifferentiateitfromotherformsofcommunication.

IntrapersonalCommunication

Weengageinintrapersonalcommunicationwhenwetalktoourselvestodevelopourthoughtsandideas.Thisintrapersonalcommunicationprecedesourspeakingoracting.

Intrapersonalcommunicationisanexchangeofinformationwehavewithourselves,suchaswhenwethinkoverournextmoveinavideogameorsingtoourselvesintheshower.Typingintoacomputeriselectronicallymediatedintrapersonalcommunication.

InterpersonalCommunication

Whenpeopletalktoeachother,theyareengagingininterpersonalcommunication.Inthissimplestform,interpersonalcommunicationisbetweentwopeoplephysicallylocatedinthesameplace.Itcanoccur,however,iftheyarephysicallyseparatedbutemotionallyconnected,likeloversoncellphones.

Thedifferencebetweentheprefixesintra-andinter-isthekeydifferencebetweenintrapersonalandinterpersonalcommunication.Justasintrasquadathleticgamesarewithinateam,intrapersonalcommunicationiswithinone’sself.Justasintercollegiategamesarebetweenschools,interpersonalcommunicationisbetweenindividuals.

Interpersonalcommunicationincludesexchangesinwhichtwoormorepeopletakepart,butthetermisusuallyreservedforsituationsinwhichjusttwopeoplearecommunicating.Havingaface-to-faceconversationoverlunchandwritingalettertoafriendareeverydayexamples.Wheninterpersonalcommunicationiselectronicallymediated,asinatelephoneconversation,thetermpoint-to-pointcommunicationissometimesused.

GroupCommunication

Therecomesapointwhenthenumberofpeopleinvolvedreducestheintimacyofthecommunicationprocess.That’swhenthesituationbecomesgroupcommunication.Aclubmeetingisanexample.Soisaspeechtoanaudienceinanauditorium.

MassCommunication

Capableofreachingthousands,evenmillions,ofpeopleismasscommunication,whichisaccomplishedthroughamassmediumliketelevisionornewspapers.Masscommunicationcanbedefinedastheprocessofusingamassmediumtosendmessagestolargeaudiencesforthepurposeofinforming,entertainingorpersuading.

Inmanyrespectstheprocessofmasscommunicationandothercommunicationformsisthesame:

Someoneconceivesamessage,essentiallyanintrapersonalact.Themessagethenisencodedintoacommoncode,suchaslanguage.Thenit’stransmitted.Anotherpersonreceivesthemessage,decodesitandinternalizesit.Internalizingamessageisalsoanintrapersonalact.

Inotherrespects,masscommunicationisdistinctive.Craftinganeffectivemessageforthousandsofpeopleofdiversebackgroundsandinterestsrequiresdifferentskillsthanchattingwithafriendacrossthetable.Encodingthemessageismorecomplexbecauseadeviceisalwaysused-forexample,aprintingpress,acameraorarecorder.

Oneaspectofmasscommunicationthatshouldnotbeamysteryisthespellingoftheoften-misusedwordcommunication.Thewordtakesno“s”ifyouareusingittorefertoaprocess.Ifyouarereferringtoacommunicationasathing,suchasaletter,amovie,atelegramoratelevisionprogram,ratherthanaprocess,thewordiscommunicationin

singularformandcommunicationinplural.Whenthetermmasscommunicationreferstoaprocess,itisspelledwithoutthe“s”.

Review:

communication:

Exchangeofideas，information.intrapersonalCommunication:

Talkingtooneself.interpersonalCommunication:

Usuallytwopeoplefacetoface.

groupCommunication:

Morethantwopeople;inperson.

massCommunication:

Manyrecipients;notfacetoface;aprocess.

TextThreeComponentsofMassCommunication

STUDYPREVIEWMasscommunicationistheprocessthatmasscommunicatorsusetosendtheirmassmessagestomassaudiences.Theydothisthroughthemassmedia.ThinkoftheseastheFiveMs:

masscommunicators,massmessages,massmedia,masscommunicationandmassaudience.

MassCommunicators

Theheartofmasscommunicationisthepeoplewhoproducethemessagesthatarecarriedinthemassmedia.Thesepeopleincludejournalists,scriptwriters,lyricists,televisionanchors,radiodiscjockeys,publicrelationspractitionersandadvertisingcopywriters.Thelistcouldgoonandon.

Masscommunicatorsareunlikeothercommunicatorsbecausetheycannotseetheiraudience.DavidLettermanknowsthathundredsofthousandsofpeoplearewatchingasheunveilshislatestTop10list,buthecan’tseethemorhearthemchuckleandlaugh.Hereceivesnoimmediatefeedbackfromhismassaudience.Thiscommunicatingwithanunseenaudiencedistinguishesmasscommunicationfromotherformsofcommunication.Storytellersofyoretoldtheirvocabularyaccordingtohowtheysensedtheywerebeing