20Word格式文档下载.docx
- 文档编号:13195633
- 上传时间:2022-10-08
- 格式:DOCX
- 页数:9
- 大小:23.91KB
20Word格式文档下载.docx
《20Word格式文档下载.docx》由会员分享,可在线阅读,更多相关《20Word格式文档下载.docx(9页珍藏版)》请在冰豆网上搜索。
23 @#@RemarksonAdministrativeandCriticalCommunicationsResearch@#@PaulFelixLazarsfeld1941@#@Duringthelasttwodecadesthemediaofmasscommunication,notablyradio,printandfilm,havebecomesomeofthebest-knownandbestdocumentedspheresofmodernsociety.Carefulstudieshaverevealedthesize<@#@>@#@ftheaudiencesofallmajorradioprogramsandthecompositionofthisaudienceinrespecttosex,income,andafewothercriteria.Thecirculationsofnewspapersandmagazinesarerecordedbyspeciallyorganizedresearchoutfits,andothersreportcurrentlyonwhichmagazinestoriesandwhichadvertisementsarereadweekbyweek.Books,radioprograms,andmoviesaretestedastothedifficultyofthelanguagetheyuseandastohowadequatetheyareforthedifferenteducationallevelsofthepopulation.Thetypesofentertainmentthatdifferentgroupsofpeoplepreferarebeinginvestigatedallthetime,andmanypromotionalcampaignsaretestedcurrentlyastotheirsuccess.Anumberofimportantnewtechniqueshavebeendevelopedinthecourseofalltheseresearchefforts.Modernsamplingtechniques,forinstance,havemadegreatprogressbecauseithasBeenrealizedthatthepracticalvalueofastudywouldbelostifitwereconductedamongagroupofpeoplewhoarenotrepresentativeofthosesectionsofthepopulationwhichthesponsoringagencywantstoreach.Interviewingtechniqueshavebeengreatlyrefinedforsimilarreasons.Thecompetitivecharacterofmuchofthisworkhasledtoeverbettermethodsofrecordingfactsastotheextentoflisteningandreading.Whereasubjectmatterdoesn’tlenditselftosimplerecordingdevices,greatprogresshasbeenmadeindevelopingindicesforcomplexattitudesandreactions.1Behindtheideaofsuchresearchisthenotionthatmodernmediaofcommunicationaretools@#@handledbypeopleoragenciesforgivenpurposes.Thepurposemaybetosellgoods,ortoraisetheintellectualstandardsofthepopulation,ortosecureanunderstandingofgovernmentalpolicies,butinallcases,tosomeonewhousesamediumforsomething,itisthetaskofresearchtomakethetoolsbetterknown,andthustofacilitateitsuse.@#@Asaresult,allcommunicationresearchcentersaroundastandardsetofproblems.Whoarethepeopleexposedtothedifferentmedia?
@#@Whataretheirspecificpreferences?
@#@Whataretheeffectsofdifferentmethodsofpresentation?
@#@Onewhousesmediaofcommunicationisincompetitionwithotheragencieswhosepurposesaredifferent,andthusresearchmustalsokeeptrackofwhatiscommunicatedbyothers.Finally,communicationsresearchhastobeawarethattheeffectofradio,print,orthemovie,doesnotendwiththepurposiveusewhichismadeofitbyadministrativeagencies.Ifadvertisers,forexample,feelthatradioisanespeciallypowerfulsellingdevice,thenprintedmediawillreceivelessmoney,andresearchwillhavetoseewhetherradiobringsaboutageneraldeteriorationofthereadinghabitsofthepopulation.@#@Studiesofthiskindareconductedpartlybythemajorpublishingorganizationsandradionetworksandpartlybyacademicagenciessupportedbyuniversitiesorfoundations.2Considerablethoughthasbeengivenduringthepastyearstoclarifyingthesocialthepoliticalimplicationsofthisnewbranchofsocialresearch.ItsrelationshiptothepresentcrisisisveryinterestinglydiscussedinanewstudybyHaroldLasswell?
@#@Onewhohasnotparticipatedinworkofthiskindcangetagoodpictureofitsatmospherefroma“fable”writtenbyparticipantsinthecourseofaseriesofdiscussionswhichtookplaceduring1939and1940.Wequote:
@#@@#@Intheinterestsofconcreteness,letusattempttostatethejobofresearchinmasscommunicationinasituationwhich,thoughpurelyhypothetical,servestoillustratewhatthatjobinvolves.@#@Letussupposethatgovernmentleadersandthoseresponsibleformasscommunicationareinagreementwithrespecttopolicytowardaliengroupsinthiscountry.Thepublic,theybelieve,shouldbemadeawareofthedangersofsubversiveactivitiesonthepartofaliens,butpopularantipathytowardaliensingeneralshouldbeminimized,and,aboveall,outbreaksofanti-aliensentimentshouldbeavoided.Thepolicythatthechannelsofmasscommunicationmustserve,then,becomesoneofincreasingpublicawarenessofspecificdangersofsubversiveaction,while,atthesametime,buildingtolerancetowardaliensingeneral.*@#@Supposethatsomepopulareveningradioprogram,knowntoattractaconsiderableportionofthetotallisteningaudience,includesanaddressdealingwiththedangersofsubversiveactivitiesonthepartofaliens.Theexplicitintentionofthespeaker,ofhissponsors,andofthestationswhichcarrytheprogramissimplytofurtherpolicyoutlinedabovebydrawingattentiontodangerstowhichthecountryshouldbealive.Newsdispatchesof
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 20
![提示](https://static.bdocx.com/images/bang_tan.gif)