麦奎尔大众传播理论

• 鲤九

  2021-03-26
  第一条轴线区分“媒介中心”的路径与“社会中心”的路径。前者强调传播的自治与影响并聚焦媒体自身的活动范畴。相关理论将媒介视作社会变迁的主要推动者，势不可当的传播技术发展是其驱动力。同时，它更加关注媒介的特定内容以及不同媒介（印刷视听、互动等）的潜在影响。社会中心理论主要将媒介视作政治和经济力量的反映。媒介理论是广义的社会理论的一个特定应用（ Golding& Murdock，1978）。不论社会是否由媒介推动，大众传播理论本身一定是由媒介技术与结构的每一次重大变化驱动的。第二条（水平的）轴线的两端分别是那些关注（并深信）文化与观念的理论以及强调物质力量与因素的理论。这种区分的方法与以下区分大致类似：人文的与科学的、定性的与定量的、主观的与客观的。上述区分在一定程度上反映了在更大的领域分配研究力量的必要性以及媒介研究的跨学科特性，也涵盖了相互竞争乃至冲突的提出问题、开展研究、提供解释的方法。两种路径相互独立，在其中划分出媒介与社会研究的四种不同的视角。
• [已注销]

  2020-04-27
  2.4 The film medium and institution: key features［Medium aspects］＊Audiovisual channels of reception＊Private experience of public content＊Extensive (universal) appeal＊Predominantly narrative fiction＊International in genre and format［Institutional aspects］＊Subjection to social control＊Complex organization of and distribution＊High cost of production＊Multiple platforms of distribution
• [已注销]

  2020-04-27
  There have been three other significant strands in film history. First, the use of film for propaganda is noteworthy, especially when applied to national or societal purposes, based on its great reach, supposed realism, emotional impact and popularity. The two other strands in film history were the emergence of several schools of film art (Huaco, 1963) and the rise of the social documentary film movement. These were different from the mainstream in having either a minority appeal or a strong element of realism (or both). Both have a link, partly fortuitous, with film as propaganda in that both tended to develop at times of social crisis.
• [已注销]

  2020-04-27
  This is the truly ‘mass’ newspaper that was created for sale to the urban industrial masses and designed to be read by almost everyone. It was a fundamentally commercial enterprise (rather than a political or professional project) and was made possible by advances in technologies of scale, concentrations of population, the spread of literacy, low cost to the reader and large amounts of advertising revenue. In general, the popular press has always specialized in ‘human interest’ stories (Hughes, 1940), in dramatic and sensational styles of reporting and presentation, in the coverage of crime, disasters, crises, scandals, war and celebrities. Although not primarily interested in politics, it has often played a political role at key moments in national societies. Because of its typical smalle...
• [已注销]

  2020-04-27
  The new prestige or ‘elite’ press was independent from the state and from vested interests and was often recognized as a major institution of political and social life (especially as a self-appointed former of opinion and voice of the ‘national interest’). It tended to show a highly developed sense of social and ethical responsibility (in practice fundamentally conformist) and it fostered the rise of a journalistic profession dedicated to the objective reporting of events.
• [已注销]

  2020-04-27
  One common early form of the newspaper was the party-political paper dedicated to the task of activation, information and organization. The party newspaper (published by or for the party) has lost ground to commercial press forms, both as an idea and as a viable business enterprise.
• [已注销]

  2020-04-27
  2.2 The newspaper as medium and institution: key features[Medium aspects]*Regular and frequent appearance*Print technology*Topicality of contents and reference*Individual or group reading[Institutional aspects]*Urban, secular audience*Relative freedom, but self-censored*In public domain*Commodity form*Commercial basis
• [已注销]

  2020-04-27
  The book as a medium and institution: key features 2.1［Medium aspects］＊Technology of movable type＊Bound pages, codex form＊Multiple copies＊For personal reading＊Individual authorship［Institutional aspects］＊Commodity form＊Market distribution＊Diversity of content and form＊Claim to freedom of publication＊Subject to some legal limits
• [已注销]

  2020-04-27
  The history of modern media begins with the printed book – certainly a kind of revolution, yet initially only a technical device for reproducing a range of texts the same as, or similar to, what was already being extensively copied by hand. Only gradually does printing lead to a change in content – more secular, practical and popular works (especially in the vernacular languages) as well as political and religious pamphlets and tracts – which played a part in the transformation of the medieval world.
• [已注销]

  2020-04-27
  In telling the history of mass media, we deal with four main elements that are of significance in the wider life of society. These are:certain communicative purposes, needs, or uses;technologies for communicating publicly to many at a distance;forms of social organization that provide the skills and frameworks for organizing production and distribution;forms of regulation and control.These elements do not have a fixed relationship to each other and depend very much on the circumstances of time and place.
• 鲤九

  2021-03-26
  可将四种不同的视角总结如下：1.媒介一文化的视角。这一路径将受众成员与媒介文化的特定类型或样式（如真人秀电视或社交节目）相关联，并在一个特定的语境中解读（媒体消费）经验的主观意义。2.媒介一物质的视角。这一传统的研究强调媒介的属性对媒体内容的塑造及其潜在效果，媒介的属性指的是那些所采取的技术及其所蕴含的接收（者）与生产（者）之间的社会关系。这一派别的研究也将效果归因于特定的组织环境、动力以及产生。3.社会一文化的视角。此类观点基本上将媒介与媒介经验从属于那些影响社会与个人的更深刻、更强大的力量。同时，相较于政治和经济议题，社会和文化议题更占支配地位4.社会一物质的视角。这种视角常常对媒体所有权与媒体控制进行批判，认为媒体的传播与背书最终是为了促成某种统治性的意识形态。只要在研究的结构中仍存在这些路径上的差异，就同时存在不同学派之间的融合势。即便如此，各种话题和路径所涉及的哲学与方法论的差异仍然至关重要且不容忽视。