拉斯韦尔《社会传播的结构与功能》Word文档格式.docx
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拉斯韦尔《社会传播的结构与功能》Word文档格式.docx
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Theactofcommunication
Convenientwaytodescribeanactofcommunicationistoanswerthefollowingquestions:
WhoSaysWhatInWhichChannelToWhomWithWhatEffect?
Thescientificstudyoftheprocessofcommunicationtendstoconcentrateupononeoranotherofthesequestions.Scholarswhostudythe"
who,"
thecommunicator,lookintothefactors
thatinitiateandguidetheactofcommunication.Wecallthissubdivisionofthefieldofresearchcontrolanalysis.Specialistswhofocusuponthe"
sayswhat"
engageincontentanalysis.Thosewholookprimarilyattheradio,press,film,andotherchannelsofcommunicationaredoingmediaanalysis(p.84).Whentheprincipalconcerniswiththepersonsreachedbythemedia,wespeakofaudienceanalysis.Ifthequestionistheimpactuponaudiences,theproblemiseffectanalysis.
Whethersuchdistinctionsareusefuldependsentirelyuponthedegreeofrefinementwhichisregardedasappropriatetoagivenscientificandmanagerialobjective.Oftenitissimplertocombineaudienceandeffectanalysis,forinstance,thantokeepthemapart.Ontheotherhand,wemaywanttoconcentrateontheanalysisofcontent,andforthispurposesubdividethefieldintothestudyofpurportandstyle,thefirstreferringtothemessage,andthesecondtothearrangementoftheelementsofwhichthemessageiscomposed.
Structureandfunction
Enticingasitistoworkoutthesecategoriesinmoredetail,thepresentdiscussionhasadifferentscope.Wearelessinterestedindividinguptheactofcommunicationthaninviewingtheactasawholeinrelationtotheentiresocialprocess.Anyprocesscanbeexaminedintwoframesofreference,namely,structureandfunction;
andouranalysisofcommunicationwill
dealwiththespecializationsthatcarryoncertainfunctions,ofwhichthefollowingmaybeclearlydistinguished:
(i)thesurveillanceoftheenvironment;
(2)thecorrelationofthepartsofsocietyinrespondingtotheenvironment;
(3)thetransmissionofthesocialheritagefromonegenerationtothenext.
Biologicalequivalences
Attheriskofcallingupfalseanalogies,wecangainperspectiveonhumansocietieswhenwenotethedegreetowhichcommunicationisafeatureoflifeateverylevel.Avitalentity,whetherrelativelyisolatedorinassociation,hasspecializedwaysofreceivingstimulifromtheenvironment.Thesingle-celledorganismorthemany-memberedgrouptendstomaintainaninternalequilibriumandtorespondtochangesintheenvironmentinawaythatmaintainsthisequilibrium.Therespondingprocesscallsforspecializedwaysofbringingthepartsofthewholeintoharmoniousaction(p.85).Multi-celledanimalsspecializecellstothefunctionofexternalcontactandinternalcorrelation.Thus,amongtheprimates,specializationisexemplifiedbyorganssuchastheearandeye,andthenervoussystemitself.Whenthestimulireceivinganddisseminatingpatternsoperatesmoothly,theseveralpartsoftheanimalactinconcertinreferencetotheenvironment("
feeding,"
"
fleeing,"
attacking"
).
Insomeanimalsocietiescertainmembersperformspecializedroles,andsurveytheenvironment.Individualsactas"
sentinels,"
standingapartfromtheherdorflockandcreatingadisturbancewheneveranalarmingchangeoccursinthesurroundings.Thetrumpeting,cackling,orshrillingofthesentinelisenoughtosettheherdinmotion.Amongtheactivitiesengagedinbyspecialized"
leaders"
istheinternalstimulationof"
followers"
toadaptinanorderlymannertothecircumstancesheraldedbythesentinels.
Withinasingle,highlydifferentiatedorganism,incomingnervousimpulsesandoutgoingimpulsesaretransmittedalongfibersthatmakesynapticjunctionwithotherfibers.Thecriticalpointsintheprocessoccurattherelaystations,wherethearrivingimpulsemaybetooweaktoreachthethresholdwhichstirsthenextlinkintoaction.Atthehighercenters,separatecurrentsmodifyoneanother,producingresultsthatdifferinmanywaysfromtheoutcomewheneachisallowedtocontinueaseparatepath.Atanyrelaystationthereisnoconductance,totalconductance,orintermediateconductance.Thesame
an
categoriesapplytowhatgoesonamongmembersofanimalsociety.Theslyfoxmayapproachthebarnyardinawaythatsuppliestoomeagerstimuliforthesentineltosoundthealarm.Ortheattackinganimalmayeliminatethesentinelbeforehemakesmorethanafeebleoutcry.Obviouslythereiseverygradationpossiblebetweentotalconductanceandnoconductance(p.86).
AttentioninWorldSociety
Whenweexaminetheprocessofcommunicationofanystateintheworldcommunity,wenotethreecategoriesofspecialists.Onegroupsurveysthepoliticalenvironmentofthestateasawhole,anothercorrelatestheresponseoft
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