Where is the test center for the knowledge of introduction to communication in journalism department?

Knowledge points of short answer questions

Chapter I Overview of Communication

Industrial Culture (2065438+April 2006)

Adorno put forward an important concept, which refers to the entertainment industry system that replicates and disseminates cultural products on a large scale by means of modern science and technology. The cultural products they produce are characterized by commercialization, standardization and popularization.

What are the problems of lasswell model?

(1) regards the communication process as a one-way information transfer process and ignores the feedback.

(2) Ignore the communication process and social process.

(3) The possible changes of information in the process of communication are not pointed out.

(4) It is not pointed out that communication may be effective or invalid.

feedback

In the process of communication, the receiver's reaction to the information received.

Basic model of communication science

Linear model, cybernetic model and social system model. Linear modes include 5W mode in lasswell, 7W mode in Breddo and Shannon Weaver's communication mode. Cybernetic models include Derfler model, Dances model and osgood Shi Lamu model.

From a functional point of view, what types of communication can be divided into?

(1) e. tolman, a representative scholar of tool communication (or practical communication).

(2) Stephenson, a representative scholar of entertainment communication.

The second chapter is a brief history of communication

Lazarsfeld- second-order communication theory

Gebner's cultivation theory

Lei Wen-gatekeeper theory

Mccombs and Xiao —— Agenda-setting Theory

Hall's audience decoding form;

One is the same interpretation or biased interpretation, the other is the compromise interpretation, and the third is the reverse interpretation or confrontation interpretation.

Lippmann

Lippmann published "Public Opinion" on 1922, which is regarded as the foundation work in the field of communication. Put forward an early idea called "agenda setting", and also put forward two concepts of "virtual environment" and "stereotype".

Simell believes that sociology is a science that studies the relationship between people. People in society are connected with each other through specific information channels, and society is like a huge communication network.

Since the formation of the positivist school of communication, many important achievements have been made, including

Hovland's Persuasion Research (1)

(2) lasswell's propaganda research.

Hall's audience decoding form;

(1) read in the same direction or read first, that is, read the information completely according to the meaning given by the media;

(2) eclectic interpretation, that is, understanding the news partly based on the meaning of media tips and partly based on one's own social background.

(3) Reverse interpretation or antagonistic interpretation, that is, the opposite understanding of the information prompted by the media.

Chapter three: the influence of communication technology

The proponent of the concept of global village: McLuhan

New media: Compared with traditional media such as newspapers, radio, television, etc., based on digital technology and network technology, and taking the media as the information presentation mode, it presents full interactivity, personalization and sharing, and the trend of media integration.

What is the law of human communication revolution?

Judging from the five revolutions experienced by human communication, the pace of human communication revolution is accelerating, and the time interval between the emergence of new technologies is getting shorter and shorter; Communication symbols, communication technology is developed in superposition state; Various means of communication are developing in a comprehensive state; The speed of information replication and transmission is getting faster and faster, and the increase and accumulation of information and knowledge develop in a pyramid shape.

Chapter Four: Construction of Communication System (Part One)

On Freedom is a book that systematically summarizes1the liberalism theory in the middle of the 9th century, and the author is John Mill.

Watergate happened in the 1970s.

The core idea of journalistic professionalism is objectivity and the supremacy of public interest.

What amendments did the social responsibility theory make to the classical liberalism theory?

(1) explicitly denies absolute freedom and only recognizes relative and conditional freedom;

(2) Mass freedom and mass media freedom are two concepts which are both related and different;

(3) The mass media must serve the public and social interests and be responsible for the society.

(4) The government has a binding responsibility. If the mass media infringes on the public and social interests, the government should come forward to control the media behavior.

The reporter's code is 1908, designated by walt williams, founder of the School of Journalism of the University of Missouri.

The fifth chapter communication system construction (below)

The negative impact of mass communication on culture: lowering the cultural level and aesthetic ability of the public, obliterating the originality and individuality of culture and encouraging the consumerism tendency of society.

Why does economic development provide a material basis for the development of mass media?

(1) Economic development has promoted the progress of science and technology and the improvement of communication technology. From print media to electronic media, every communication revolution is inseparable from the support of economy and technology, and the progress of communication technology and transportation also provides a guarantee for the development of mass media.

(2) Economic development has promoted the improvement of people's living standards, and the consumption capacity has also increased accordingly, providing a broad space for media consumption.

(3) Economic development has brought more opportunities and challenges to the mass communication industry.

Cultural hegemony: a concept put forward by Gramsci in Italy, which means that the rulers control the cultural and ideological fields through education, religion and mass communication, so that the ruled class can identify with the existing regime.

Chapter VI Practice of Communication Activities

Freedom of expression: People's freedom to express their opinions belongs to the basic rights of citizens and plays a particularly important and fundamental role in realizing other freedoms.

Compared with traditional mass communication, the audience of network communication no longer passively receives information, on the contrary, they can also send information while receiving it; There are both organizations and individuals as communicators; Communication methods are compatible and inclusive; Spread faster.

Characteristics of interpersonal communication: sociality, interactivity, flexibility and individuality.

Chapter VII Interaction of Communication Subjects

Characteristics of communicators: representativeness, professionalism, autonomy and organization.

The rights of communicators: the right to interview, criticize, edit, keep secret, report and protect security.

Obligations of communicators: safeguarding national security and people's interests; Adhere to the principle of social benefit first; Respect the personal privacy obligations of the interviewee; The obligation not to abuse power for personal gain or to take bribes; Occupational-related contractual obligations

Recipients' rights: right of communication, right of knowing, right of media contact and right of privacy.

Chapter VIII Exploration of Communication Effect

What is the communication effect? The communication effect has gone through several development stages.

Communication effect refers to the influence on the audience's thought and behavior after the information sent by the sender reaches the audience through certain media channels.

Stage: (1) The early theory of mass communication effect comes directly from the concept of mass society, which holds that mass media has a strong role for everyone and the role is the same.

(2) Subsequent research gradually questioned this idea. The new theory assumes that the effect of mass communication is selective and limited.

(3) With the deepening of research, the research focusing on short-term and direct effects has also been questioned, and it has to be revised again to study the indirect and long-term effects of media.

The study of "Mars invasion" challenges the "magic bullet theory" and opens the way for the study of "selective understanding theory"

The spiral of silence: people's sociality always tries to seek support from the surrounding environment to avoid being isolated; The expression of views and the spread of "silence" are a spiral social communication process; Mass communication influences and restricts public opinion by creating a "public opinion environment".