(完整版)传播学经典理论英文翻译

（完整版）传播学经典理论英文翻译

n Leaders

Active in information networks, have many information

channels ,so they can often provide information and advice for

others and can influence others.

Spiral of Silence

For a controversial issue, people will watch the "climate of

opinion" before they make comments . judging their opinion

whether the "majority opinion", when people feel that their views

are "majority" or in the "advantage" , it will tend to boldly express

this opinion; when found his views are "a few" or in a

"disadvantage" they often remain "silent." The more people

remain silent, the more feel that their views are not well accepted,

thus a result, the more they tend to remain silent. Repeated

several times, they form representing "dominant" status views

and more powerful, while holding "inferior" opinions of people

sound more and more weak, such a cycle, forming a "one more

loudly, and the other more and more silent spiral down the

process. "

eper

Lewin was first proposed this idea.

The information was screened and filtered by communicator.

Communicators decide what we can see and how we can see .

ive exposure hypothesis

Audience in the contact information of the mass media is not

indiscriminate, but more willing to choose the contents that

are the same or similar to their opinion, and for the contents of

this confrontation or conflict, there is a tendency to avoid.

dge Gap Theory

Because the people who have higher economic status is

usually much faster to get information than those of low

socioeconomic status, therefore, the more information is

transmitted by the mass media , the knowledge gap between the

two types of people is more tend to expand.

Setting Theory

Mass media report an issue or not directly affect people's

perception on the subject.

Mass media highlights an issue will cause people to pay more

attention to the issue.

Mass media on a range of topics give different levels of

coverage according to a certain order of priority, it will affect

people’s judgment about importance of these issues .

bullet theory

The message sent by the mass media is like a magic bullet,

but the audience as the target without protection ,so the

audience can easily be knocked down by the message sent by

the mass media.

The theory is that mass media have powerful force which can

directly affect audience.

Text One An Introduction to Communication

ii) Key Words & Expressions:

communication n. 传播

journalism n. 新闻学

transfer n.& v. 传递，迁移

information n. 信息

circulation n. 流通，运行，循环，传播

convey v. 传送，传递

feedback n. 反馈，反应

medium n. 媒体，媒介，中介

II. Text Study

STUDY PREVIEW communication is an important word in our

today’s academic study in journalism, sociology, psychology,

economics & politics. It’s also heard more & more often in our

daily life. So what is communication?

Communication:

The transfer of social information & the circulation of social

information systems.

Social:

When we say “communication”in our study, we usually

mean human communication, not animal communication; a

“communication”happening in a society, not in other

environments such as natural, physical or biological ones.

Why we study “human communication”?

Communication is the tool that makes societies possible. It is

no accident that communication and community have the same

word root.

Without communication, there would be no communities;

and without community, there could be no communication.

The sociologist Charles Cooley called communication “the

mechanism through which human relations exist and develop_

all the symbols of the mind, together with the means of

conveying them through space and preserving them in time”.

Transfer of information:

When “communication”happens, information flows from

one person to another, and then the receiver may give some

feedback to the giver. During this process, the information is

shared, and the giver and receiver can play the opposite role.

Also, communication needs some medium, which is

something both parts of a communication can understand. For

example, two or more people come together, trying to share

some information. But they are from different countries and have

different life experiences. So if they want to understand one

another, they must use some medium such as English language,

or even body language.

In modern times, words are important tools or media for

communication. But communication is not conducted entirely, or

even mostly, in words. A gesture, a facial expression, a pitch

pattern, a level of loudness, an emphasis, a kiss, a hand on the

shoulder, a haircut or lack of one _ all these carry information.

Text Two Types of Communication

ii) Key Words & Expressions:

mass media 大众传播媒体

mass communication 大众传播

intrapersonal communication 自我传播

interpersonal communication 人际传播

group communication 体传播

audience 受众，观众，听众

encode 编码

code 代码

transmit 传输，传达，传播

decode 解码

internalize 使内在化

II. Text Study

STUDY PREVIEW The communication in which the mass

media engage is only one form of communication. One way to

begin understanding the process of mass communication is to

differentiate it from other forms of communication.

Intrapersonal Communication

We engage in intrapersonal communication when we talk to

ourselves to develop our thoughts and ideas. This intrapersonal

communication precedes our speaking or acting.

Intrapersonal communication is an exchange of information

we have with ourselves, such as when we think over our next

move in a video game or sing to ourselves in the shower. Typing

into a computer is electronically mediated intrapersonal

communication.

Interpersonal Communication

When people talk to each other, they are engaging in

interpersonal communication. In this simplest form,

interpersonal communication is between two people physically

located in the same place. It can occur, however, if they are

physically separated but emotionally connected, like lovers on

cell phones.

The difference between the prefixes intra- and inter- is the

key difference between intrapersonal and interpersonal

communication. Just as intrasquad athletic games are within a

team, intrapersonal communication is within one’s self. Just as

intercollegiate games are between schools, interpersonal

communication is between individuals.

Interpersonal communication includes exchanges in which

two or more people take part, but the term is usually reserved

for situations in which just two people are communicating.

Having a face-to-face conversation over lunch and writing a

letter to a friend are everyday examples. When interpersonal

communication is electronically mediated, as in a telephone

conversation, the term point-to-point communication is

sometimes used.

Group Communication

There comes a point when the number of people involved

reduces the intimacy of the communication process. That’s

when the situation becomes group communication. A club

meeting is an example. So is a speech to an audience in an

auditorium.

Mass Communication

Capable of reaching thousands, even millions, of people is

mass communication, which is accomplished through a mass

medium like television or newspapers. Mass communication can

be defined as the process of using a mass medium to send

messages to large audiences for the purpose of informing,

entertaining or persuading.

In many respects the process of mass communication and

other communication forms is the same: Someone conceives a

message, essentially an intrapersonal act. The message then is

encoded into a common code, such as language. Then it’s

transmitted. Another person receives the message, decodes it

and internalizes it. Internalizing a message is also an

intrapersonal act.

In other respects, mass communication is distinctive.

Crafting an effective message for thousands of people of diverse

backgrounds and interests requires different skills than chatting

with a friend across the table. Encoding the message is more

complex because a device is always used-for example, a printing

press, a camera or a recorder.

One aspect of mass communication that should not be a

mystery is the spelling of the often-misused word

communication. The word takes no “s” if you are using it to

refer to a process. If you are referring to a communication as a

thing, such as a letter, a movie, a telegram or a television program,

rather than a process, the word is communication in

singular form and communication in plural. When the term

mass communication refers to a process, it is spelled without the

“s”.

Review:

communication: Exchange of ideas，information.

intrapersonal Communication: Talking to oneself.

interpersonal Communication: Usually two people face to

face.

group Communication: More than two people; in person.

mass Communication: Many recipients; not face to face; a

process.

Text Three Components of Mass Communication

STUDY PREVIEW Mass communication is the process that

mass communicators use to send their mass messages to mass

audiences. They do this through the mass media. Think of these

as the Five Ms: mass communicators, mass messages, mass

media, mass communication and mass audience.

Mass Communicators

The heart of mass communication is the people who produce

the messages that are carried in the mass media. These people

include journalists, scriptwriters, lyricists, television anchors,

radio disc jockeys, public relations practitioners and advertising

copywriters. The list could go on and on.

Mass communicators are unlike other communicators

because they cannot see their audience. David Letterman knows

that hundreds of thousands of people are watching as he unveils

his latest Top 10 list, but he can’t see them or hear them chuckle

and laugh. He receives no immediate feedback from his mass

audience. This communicating with an unseen audience

distinguishes mass communication from other forms of

communication. Storytellers of yore told their vocabulary

according to how they sensed they were being received. Mass

communicators don’t have that advantage, although a studio

audience.

Mass Messages

A news item is a mass message, as are a movie, a novel, a

recorded song and a billboard advertisement. The message is the

most apparent part of our relationship to the mass media. It is

for the messages that we pay attention to the media. We don’t

listen to the radio, for example, to marvel at the technology. We

listen to hear the music.

Mass Media

The mass media are the vehicles that carry messages. The

primary mass media are books, magazines, newspapers,

television, radio, sound recordings, movies and the web. Most

theories view media as neutral carriers of messages. The people

who are experts at media include technicians who keep the

presses running and who keep the television transmitters on the

air. Media experts also are tinkers and inventors who

come up with technical improvements, such as compact

discs, DVDs, AM stereo radio and newspaper presses that can

produce high-quality color.

Mass Communication

The process through which messages reach the audience via

the mass media is called mass communication. This is a

mysterious process about which we know far less than we should.

Researchers and scholars have unraveled some of the mystery,

but most of how it works remains a matters of wonderment. For

example, why do people pay more attention to some messages

than to others? How does one advertisement generate more

sales than another? Is behavior, including violent behavior,

triggered through the mass communication process? There is

reason to believe that mass communication affects voting

behavior, but how does this work? Which is most correct-to say

that people can be controlled by mass communication? Or

manipulated? Or merely influenced? Nobody has the answer.

Mass Audiences

The size and diversity of mass audiences add complexity to

mass communication. Only indirectly do mass communicators

learn whether their messages have been received. Mass

communicators are never sure exactly of the size of audiences,

let alone of the effect of their messages. Mass audiences are

fickle. What attracts great attention one day may not

the next. The challenge of trying to communicate to a mass

audience is even more complex because people are tuning in and

tuning out all the time, and when they are tuned in, it is with

varying degrees of attentiveness.

Review:

mass Communicators: Message crafters.

mass Message: What is communicated.

mass Media: Vehicles that carry messages.

mass Audiences: Recipients of mass messages.

Text Four Communication Models

ii) Key Words & Expressions:

communication model 传播模式

narrative model 线性模式

system model 系统模式

the SMCR model 施拉姆模式

concentric circle model 同心圆模式

Claude Shannon 香农

Warren Weaver 韦弗

Harold Lasswell 拉斯韦尔

Wilbur Schramm 施拉姆

Thomas Bohn 波恩

II. Text Study

STUDY PREVIEW Scholars have devised models of the

communication

process in an attempt to understand how the process works.

Like all models, these are simplifications and are imperfect. Even

so, these models bring some illumination to the mysterious

communication process.

Role of Communication Models

Hobbyists build models of ships, planes, automobiles and all

kinds of other things. These models help them see whatever they

are modeling in different ways. Industrial engineers and scientists

do the same thing, learning lessons from models before they

actually build something to full scale. Communication models are

similar. By creating a facsimile of the process, we hope to better

understand the process.

A reality about models is that they are never perfect. This

reality is especially true when the subject being modeled is

complex. An architect, for example, may have a model of what

the building will look like to passersby, but there also will be

models of the building’s heating system, traffic patterns, and

electrical, plumbing and ventilation systems. None of these

models is complete or accurate in every detail, but all

nonetheless are useful.

Communication models are like that. Different models

illustrate different aspects of the process. The process itself is so

complex that no single model can adequately cover it.

Basic Model

Two Bell telephone engineers, Claude Shannon and Warren

Weaver, laid out a basic communication model in 1948. They

were working on advanced switching systems. The model,

fundamentally a simple diagram, gave them a reference point for

their work. That model has become a standard baseline for

describing the communication process. The Shannon-Weaver

model identifies five fundamental steps in the communication

process:

○The human stimulation that results in a thought.

○The encoding of the thought into a message.

○The transmission of the message.

○The decoding of the message by the recipient into a

thought.

○The internalization of the message by the recipient.

Narrative Model

Yale professor Harold Lasswell, an early mass communication

theorist, developed a useful yet simple model that was all words-no diagram. Lasswell’s narrative model poses four questions:

Who says what? In which channel? To whom? With what effect?

You can easily apply the model. Pick any bylined story from

the front page of a newspaper.

○Who says what? The newspaper reporter tells a story, often

quoting someone who is especially knowledgeable4 on the

subject.

○In which channel? In this case the story is told through the

newspaper, a mass medium.

○To whom? The story is told to a newspaper reader.

○With what effect? The reader decides to vote for Candidate

A or B, or perhaps readers just add the information to their

reservoir of knowledge.

The SMCR Model

The classic model that stresses the dominance of the media

was developed by Wilbur Schramm (1982), often credited as the

founder of mass communication studies. He created what is

known as the Source-Message-Channel-Receiver (SMCR) model.

The Source-Message-Channel-Receiver(SMCR) model

describes the exchange of information as the message passes

from the source to the channel to the receiver, with feedback to

the source.

The source is the originator of the communication.

The message is the content of the communication, the

information that is to be exchanged.

An encoder translates the message into a form that can be

communicated-often a form that is not directly interpretable by

human senses.

A channel is the medium or transmission system used to

convey the message from one place to another.

A decoder reverses the encoding process.

The receiver is the destination of the communication.

A feedback mechanism between the source and the receiver

regulates the flow of communication.

Noise is any distortion or errors that may be introduced

during the information exchange.

This model can be applied to all forms of human

communication, but here we will just illustrate it with mass

communication examples. When you are at home watching a

television program, the television network (a corporate source)

originates the message, which is encoded by the microphones

and television cameras in the television studio. The channel is not

literally the number on the television dial to which you are tuned,

but rather the entire chain of transmitters, satellite links, and

cable television equipment required to convey the message to

your home. Although we sometimes call a TV set a “receiver,”

it is really the decoder and the viewer is the receiver. Feedback

from viewers is via television rating services. Electronic

interference with the broadcast and the distractions of barking

dogs are possible noise components in this situation. The source

of a message, which the author encoded with the software she

used to compose the page’s content. The channel is the Internet,

including the computer that the Web page is stored on, and the

network connections between that computer, called a server, and

your own. Your computer acts as the decoder. It decodes the

message with

your browser software (such as Netscape or Internet

Explorer), and you are the receiver.

In this classic view, mass communication is one-to-many

communication, and the mass media are the various channels

through which mass communication is delivered. That is, through

newspapers, radio, TV, or film, the message is communicated

from a single source to many receivers at about the same time,

with limited opportunities for the audience to communicate back

to the source.

Concentric Circle Model

The Shannon-Weaver model can be applied to all

communication, but it misses some things that are unique to

mass communication. In 1974 scholars Ray Hiebert, Donald

Ungurait and Thomas Bohn presented an important new model-a series of concentric circles with the encoding source at the

center. One of the outer rings was the receiving audience. In

between were several elements that are important in the mass

communication process but less so in other communication

processes.

The concentric circle model is one of the most complete

models for identifying elements in the mass communication

process, but it misses many complexities. It takes only one

message from its point of origin, but in reality thousands of

messages are being issued simultaneously. Audiences receive

many of these messages, but not all of them, and the messages

are received imperfectly. Feedback resonates back to

communicators unevenly, often ill-based. Gatekeeping too is

uneven. In short, there are so many variables that it is impossible

to track what happens in any kind of comprehensive way.

III．Review:

Claude Shannon: Devised a basic communication model,

with Warren Weaver.

Warren Weaver: Devised a basic communication model, with

Claude Shannon.

basic communication model: Shows sender, encoding,

transmission, decoding, receiver.

Harold Lasswell: Devised the narrative model.

narrative model: Describes process in words, not schematic.

Thomas Bohn: Devised the concentric circle model, with Ray

Hiebert, Donald Ungurait.

concentric circle model: Useful radiating model of the mass

communication process.

Text Five Fundamentals in the Process

ii) Key Words & Expressions:

homophyly n. 类似性

tabloid n. 小报

stimulation n. 刺激

encoding n. 编码

transmission n. 传递

decoding n. 解码

internalization n. 内化

STUDY PREVIEW Most models for mass communication as

well as other communication forms share some fundamental

elements. The elements are sequential, beginning with whatever

stimulates a person to want to communicate and continuing

through encoding and transmission. To complete the

communication process, the recipient of the message must

decode and internalize it.

Stimulation

Both the Shannon-Weaver model and the concentric circle

model begin with a source who is stimulated to want to

communicate a message. The stimulation can result from many

things. Emotions can be stimuli, as can something that is sensed.

The stimulation can be as diverse as seeing a beautiful panorama

or hearing a child cry.

Encoding

The second step is encoding. The source puts thoughts into

symbols that can be understood by whomever is destined to

receive the message. The symbols take many forms-for example,

the written word, smoke signals or pictographs.

Transmission

The message is the representation of the thought. In

interpersonal communication the message is almost always

delivered face to face. In mass communication, however, the

message is encoded so that it is suitable for the equipment being

used for transmission. Shannon and

Weaver, being telephone engineers in the 1940s, offered the

example of the sound pressure of a voice being changed into

proportional electrical current for transmission over telephone

lines. In technical terms, telephone lines were channels for

Shannon and Weaver’s messages. On a more conceptual basis

the telephone lines were the media, in the same way that the

printed page or a broadcast signal is.

Decoding

The receiver picks up signals sent by the transmitter. In

interpersonal communication the receiver is a person who hears

the message, sees it, or both. An angry message encoded as a

fist banging a table is heard and perhaps felt. An insulting

message encoded as a puff of cigar smoke in the face is smelled.

In mass communication the first receiver of the message is not a

person but the equipment that picks up and then reconstructs

the message from the signal. This mechanical decoding is

necessary so that the human receiver of the message can

understand it. As Shannon and Weaver put it: “The receiver

ordinarily performs the inverse operation that was done by the

transmitter. ”

Internalization

In mass communication a second kind of decoding occurs

with the person who receives the message from the receiving

equipment. This is an intrapersonal act, internalizing the message.

For this second kind of decoding to work, the receiver must

understand the communication form