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所谓刻板印象(Stereotype)指的是对某一类人或事物产生的比较固定的、概括而笼统的看法,这一理论是美国政论家、学者李普曼在1922年出版的《公共舆论》一书中提出。该书被称作舆论学的开山之作,其核心内容解释了大众媒介运作的基本机制,即人们如何形成想法,人们从新闻传播中获得了哪些信息,人们如何加工这些信息并如何继续传播它们。李普曼高屋建瓴地描绘了直到十多年之后才被实证社会心理学和传播研究以大量数据所证明的各种现象。“刻板印象”的传播偏向从传播的效果来说,李普曼的理论可以概括为
The so-called stereotype refers to a relatively fixed, general and general view of a certain class of people or things. This theory is the result of the publication of “Public Opinion” by American political scientist and scholar Lippmann in 1922 Proposed in the book. Known as the mountain of public opinion, the book explains the basic mechanisms by which mass media operate, that is, how people think about ideas, what information people get from communication, how people process it, and how to continue with it . Lippmann’s high-rise buildings depict the phenomena that until more than a decade are evidenced by the sheer volume of data of empirical psychosocial and communication studies. Propagation of Stereotypes From the perspective of dissemination, Lippmann’s theory can be summarized as