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1.
O
pinion
Leaders
Active
in
information
networks,
have
many
information
channels
,so
they
can
often
provide
information
and
advice
for
others
and
can
influence
others.
2.
T
he Spiral of Silence
For
a
controversial
issue,
people
will
watch
the
of
opinion
before
they
make
comments
.
judging
their
opinion
whether
the
in
the
,
it
will
tend
to
boldly
express
this
opinion;
when
found
his
views
are
few
or
in
a
they
often
remain
are not
well accepted, thus a result, the more they tend
to remain silent.
Repeated several
times, they form representing
and
more
powerful, while
holding
people
sound
more and more weak,
such a cycle, forming a
other more and
more silent spiral down the process.
eper
Lewin was
first proposed this idea.
The information was screened and
filtered by communicator.
Communicators
decide what we can see and how we can see .
ive exposure hypothesis
Audience
in
the
contact
information
of
the
mass
media
is
not
indiscriminate, but more willing to
choose 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.
5.
K
nowledge Gap Theory
Because
the
people
who
have
higher
economic
status
is
usually
much
faster
to
get
information
than
those
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.
6.
A
genda Setting Theory
Mass media report an issue
or not directly affect people's perception on
the subject.
Mass media
highlights an issue will cause 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 these
issues .
7.
M
agic bullet theory
The
message
sent
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 sent 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
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
communication;
a
“communication”
happening
in
a
society,
not
in
other
environments
such
as
natural,
physical or biological ones.
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.
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 preserv
ing 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
use
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 these 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
group
communication
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. 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
ourselves
to
develop
our
thoughts
and
ideas.
This
intrapersonal
communication
precedes our speaking or acting.
Intrapersonal
communication
is
an
exchange
of
information
we
have
with
ourselves,
such
as
when
we
think
over
our
next
move
in
a
video game or sing to
ourselves in the shower. Typing into a computer is
electronically mediated intrapersonal
communication.
Interpersonal
Communication
When people talk to each
other, they are engaging in
interpersonal
communication
.
In
this
simplest
form,
interpersonal
communication
is
between
two
people
physically
located
in
the
same
place.
It
can
occur,
however, if they are physically
separated but emotionally connected, like
lovers on cell phones.
The
difference
between
the
prefixes
intra-
and
inter-
is
the
key
difference
between
intrapersonal
and
interpersonal
communication.
Just
as
intrasquad
athletic
games
are
within
a
team,
intrapersonal
communication
is
within
one’s
self.
Just
as
intercollegiate
games
are
between schools,
interpersonal communication is between
individuals.
Interpersonal
communication
includes exchanges in
which two or
more people take part, but
the term is usually reserved for situations in
which
just
two
people
are
communicating.
Having
a
face-to-face
conversation
over
lunch
and
writing
a
letter
to
a
friend
are
everyday
examples. When
interpersonal communication is electronically
mediated,
as in a telephone
conversation, the term
point-to-point
communication is
sometimes
used.
Group Communication
There
comes
a
point
when
the
number
of
people
involved
reduces
the
intimacy
of
the
communication
process.
That’s
when
the
situation
becomes
group communication
. A club
meeting is an example. So is a
speech
to an audience in an auditorium.
Mass
Communication
Capable
of
reaching
thousands,
even
millions,
of
people
is
mass
communication
,
which
is
accomplished
through
a
mass
medium
like
television
or
newspapers.
Mass
communication
can
be
defined
as
the
process of
using a mass medium to send messages to large
audiences for
the purpose of informing,
entertaining or persuading.
In
many
respects
the
process
of
mass
communication
and
other
communication
forms
is
the
same:
Someone
conceives
a
message,
essentially
an
intrapersonal
act.
The
message
then
is
encoded
into
a
common
code,
such
as
language.
Then
it’s
transmitted.
Another
person
receives
the
message,
decodes
it
and
internalizes
it.
Internalizing
a
message is also an intrapersonal act.
In
other
respects,
mass
communication
is
distinctive.
Crafting
an
effective
message
for
thousands
of
people
of
diverse
backgrounds
and
interests
requires
different
skills
than
chatting
with
a
friend
across
the
table.
Encoding the message is more complex because a
device is always
used-for example, a
printing press, a camera or a recorder.
One aspect of mass communication that
should not be a mystery is
the
spelling
of
the
often-misused
word
communication
.
The
word
takes
no
“s” if you are using it
to refer to a
process
. If
you are referring to a
communication
as
a
thing
,
such
as
a
letter,
a
movie,
a
telegram
or
a
television program, rather than a
process, the word is
communication
in
singular form and
communication
in plural.
When the term
mass
communication
refers to a
process, it is spelled without the “s”.
Review:
communication
:
Exchange of
ideas
，
information.
intrapersonal Communication
:
Talking to oneself.
interpersonal
Communication
: Usually two people face
to face.
group
Communication
: More than two people; in
person.
mass
Communication
: Many recipients; not
face to face; a process.
Text Three Components of Mass
Communication
STUDY
PREVIEW
Mass
communication
is
the
process
that
mass
communicators use to
send their mass messages to mass audiences. They
do
this
through
the
mass
media.
Think
of
these
as
the
Five
Ms
:
mass
communicators,
mass
messages,
mass
media,
mass
communication
and
mass audience.
Mass
Communicators
The
heart
of
mass
communication
is
the
people
who
produce
the
messages
that
are
carried
in
the
mass
media.
These
people
include
journalists, scriptwriters, lyricists,
television anchors, radio disc jockeys,
public relations practitioners and
advertising copywriters. The list could
go on and on.
Mass
communicators
are unlike other
communicators because they
cannot
see
their
audience.
David
Letterman
knows
that
hundreds
of
thousands of people are watching as he
unveils his latest Top 10 list, but
he
can’t
se
e
them
or
hear
them
chuckle
and
laugh.
He
receives
no
immediate
feedback
from
his
mass
audience.
This
communicating
with
an unseen audience distinguishes mass
communication from other forms
of
communication. Storytellers of yore told their
vocabulary according to
how
they
sensed
they
were
being
received.
Mass
communicators
don’t
have that advantage, although a studio
audience.
Mass Messages
A news item is a
mass
message
, as are a movie, a novel, a
recorded song
and a billboard
advertisement. The
message
is the most apparent part of
our
relationship
to
the
mass
media.
It
is
for
the
messages
that
we
pay
attention
to
the
media.
We
don’t
listen
to
the
radio,
for
example,
to
marvel at the technology. We listen to
hear the music.
Mass Media
The
mass media
are the vehicles that carry messages.
The primary mass
media
are
books,
magazines,
newspapers,
television,
radio,
sound
recordings,
movies
and
the
web.
Most
theories
view
media
as
neutral
carriers
of
messages.
The
people
who
are
experts
at
media
include
technicians
who
keep
the
presses
running
and
who
keep
the
television
transmitters on the air. Media experts
also are tinkers and inventors who
come
up
with
technical
improvements,
such
as
compact
discs,
DVDs,
AM
stereo
radio
and
newspaper
presses
that
can
produce
high-quality
color.
Mass Communication
The
process
through
which
messages
reach
the
audience
via
the
mass
media is
called
mass communication
.
This is a mysterious process about
which we know far less than we should.
Researchers and scholars have
unraveled
some
of
the
mystery,
but
most
of
how
it
works
remains
a
matters of wonderment. For example, why
do people pay more attention
to some
messages than to others? How does one
advertisement generate
more
sales
than
another?
Is
behavior,
including
violent
behavior,
triggered
through
the
mass
communication
process?
There
is
reason
to
believe that mass
communication affects voting behavior, but
how does
this work? Which is
most correct-to say that people can be controlled
by
mass
communication?
Or
manipulated?
Or
merely
influenced?
Nobody
has the answer.
Mass
Audiences
The
size
and
diversity
of
mass
audiences
add
complexity
to
mass
communication.
Only
indirectly
do
mass
communicators
learn
whether
their messages have
been received. Mass communicators are never sure
exactly of the size of audiences, let
alone of the effect of their messages.
Mass audiences are fickle. What
attracts great attention one day may not
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