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由丹尼斯.麦奎尔与斯文.温德尔合著的《大众传播模式论》一书对大众传播定义:大众传播是专业化群体、机构通过报刊、广播、电视等方式向为数众多、而又分布广泛的受众传播符号的过程。很明显,此定义对传播主体的理解就是媒介机构。但我们很容易辨识到这种传播过程仅是单向的,信息只是很简单地由媒介机构传播给受众,忽略媒介机构从事大众传播工作的动力及选择媒介讯息标准。之所以会有一批人从事大众传播工作,是因为受众有讯息需求,即大众传播这项商业活动在社会上存在很广泛市场,这是媒介人员工作的动力。而选择什么样的信息,当然也要取决于受众的需求与意见。按照这种理解,谁才是大众传播真正的主体呢?
The book on mass communication mode co-authored by Denis McGuire and Sven Wendell defines mass communication: mass communication is a specialized group, and agencies distribute large numbers of newspapers, radio, television and so on The process of spreading symbols to a wide audience. Obviously, this definition of the main body of communication is the media agency. However, it is easy to recognize that this process of dissemination is only one-way. Information is simply disseminated to the audience by media agencies, ignoring the media outlets’ motivation for engaging in mass media dissemination and selection of media messaging standards. The reason why there will be a group of people engaged in mass communication work is because the audience has a message demand that mass communication, a commercial activity that has a very broad market in the society, is the driving force behind the work of media personnel. The choice of what kind of information, of course, depends on the needs and opinions of the audience. According to this understanding, who is the real subject of mass communication?