a: the "5W" model is: Who)→ Says What)→ through what channel → To whom)→ With what effects, and its title comes from the same initial letter "w" of the five elements in the model. These five elements constitute five basic contents of later communication studies, namely, control research, content analysis, media research, audience research and effect research. Each of these five elements has its own characteristics:
"Who" is the communicator, who is responsible for the collection, processing and transmission of information in the process of communication. The disseminator can be an individual or a collective or specialized institution.
"what to say" refers to the content of the message, which is a combination of information composed of a group of meaningful symbols. Symbols include linguistic symbols and nonverbal symbols.
"channel" is the medium or material carrier that information transmission must go through. It can be interpersonal media such as letters and telephone calls, or mass media such as newspapers, radio and television.
"To whom" means the addressee or audience. Audience is the general name of all the recipients, such as readers, listeners and spectators, and it is the ultimate object and destination of communication.
"effect" refers to the reaction caused by information at all levels of cognition, emotion and behavior after it reaches the audience. It is an important measure to test the success of communication activities.
Disadvantages of 5W mode
The status of 5W mode cannot be shaken, because it first clearly divided the communication process into five parts or elements, and correspondingly defined five research fields, effectively describing and planning the communication research.
The criticism of it mainly comes from four aspects:
This model regards communication as a persuasive process, and thinks that communication is the intention of the communicator to influence the receiver, and it can always achieve certain results-people understand this, because Buswell entered communication from the perspective of studying political communication and propaganda;
this mode ignores feedback;
this model ignores the influence of external environment in the process of communication;
divide communication into five parts, ignoring the complexity of communication behavior; At the same time, the research field is divided into five parts, ignoring the correlation between them-in fact, ships are constantly going on, and it is difficult to independently produce a specific and single communication behavior.
2 what is the audience? What is the basic motivation of the audience to accept the message?
a: the audience is the general name of the recipients of social information dissemination. The basic motivations of the broad audience include the following four kinds:
(1) entertainment. This is one of the basic motivations for the broad audience to use mass media. The audience often first regards mass media as a tool for entertainment.
(2) meet the information needs and psychological needs. Seeking all kinds of information is another important motivation for the audience to contact the mass media. Audiences often use media according to their psychological needs. Through contact with media information, the audience can eliminate psychological doubts, loneliness and other bad feelings, get psychological comfort, encouragement, or satisfy the curiosity.
(3) acquire knowledge and improve the cultural level. At present, mass media are playing an increasingly important role in transmitting culture, and many audience members are often driven by curiosity to use mass media.
(4) the need for people to communicate with each other. Mass media is a bridge connecting the society. They connect the audience members with the world around them. The content of mass communication can become a topic in social communication.
Test:
1 What are the main levels of communication? What are the characteristics of interpersonal communication, organizational communication and mass communication?
a: the five levels of communication spread mass communication to interpersonal communication groups, communication organizations;
The main characteristics of the three communication channels are as follows:
(1) The characteristics of interpersonal communication are not only to show themselves to others through communication, to know themselves in others' reactions, and to reduce the uncertainty of self-evaluation, but also to know others and then to know the society through frequent interaction.
(2) organizational communication refers to the internal or external communication activities carried out by the organization. Such as internal newspapers, radio, closed-circuit television, exhibitions, sponsorships, celebrations, public welfare activities, open organizations and so on. Generally speaking, the scale of organizational communication is larger than interpersonal communication, but the scale of organizational communication is also very different because of the great difference in organizational size.
(3) mass communication refers to the communication activities carried out by means of newspapers, radio, television and other mass media. Its communication channels include newspapers, magazines, radio, television, movies, Internet and so on. This is a kind of communication activity with the largest scale and scope, and it has the most far-reaching social impact.
2 how to understand mcluhan's viewpoint that "media is information"
a: before mcluhan, people often thought that media is media and information is information, and media is only the carrier of information, but it can't represent information itself.
However, after thinking, McLuhan thinks that media is actually equivalent to information, and it should be integrated with information. He puts forward the viewpoint of media and information, which means that media has caused changes in the relationship between people and information, such as television, radio and the Internet, and the content spread by these media is equal to real information.
The media here refers to the content of the media, such as a Weibo, and this Weibo is the medium of the information. A TV program, then the content of this TV program is the medium for telling information.
3 what impact has information high-tech had on mass communication?
Answer: 1. Emerging Media Emerging Media Emerging Media-Features of Computer Networking Industry Features of Computer Networking Industry Features of Computer Networking Industry:
① Computer networks have the ability to connect any user on the Internet, enabling them to enjoy the basic performance of online information resources.
② Due to the interactive characteristics of computer interconnection technology and multimedia technology, there is a strong feedback link in communication activities through the network;
③ Because the computer network allows information to circulate everywhere on the Internet in different ways, it can serve different kinds of communication activities in different ways through different communication systems;
④ Theoretically speaking, the network allows human society to communicate information infinitely by using computer cyberspace;
⑤ Any user who joins the computer network can become an information provider;
⑥ online communication is non-real-time and asynchronous communication.
2. features of computer networking: features of computer networking: features of computer networking: interactivity and compatibility, flexibility and diversity, information capacity, and unrestricted transmission degree.
3. Challenges posed by computer networking industry to social management of mass communication:
① Media management in human society is facing a series of new problems;
② Effective methods for managing traditional mass communication activities may not be effective or completely applicable for managing online communication activities;
③ The problem of infringement is far more complicated than that of copyright in traditional mass media.
4 Specific contents of the "silence spiral" theory (three propositions)
A: The silence spiral theory consists of the following three propositions:
(1) The expression of personal opinions is a social and psychological process. This proposition also contains five basic assumptions: 1. Society makes individuals who deviate from society feel lonely; 2. Individuals often fear loneliness; 3. Fear of loneliness makes individuals constantly estimate what the socially accepted views are; 4. The estimated results affect the behavior of individuals in public, especially whether to express their opinions publicly or hide their opinions; 5. Taken together, the first four hypotheses work together to form, consolidate and change the public concept.
(2) The expression of opinions and the spread of "silence" are a spiral social communication process. In other words, the "silence" of one side causes the opinions of the other side to increase, making the "dominant" opinions more powerful, which in turn forces more dissidents to turn to "silence". This cycle has formed a "spiral process in which one side is more and more vocal and the other side is more and more silent".
(3) mass communication influences and restricts public opinion by creating an "opinion environment" [1]. The formation of public opinion is not the result of "rational discussion" by the public, but the product of the unreasonable process that the pressure of "opinion environment" acts on people's fear of isolation and forces people to adopt convergent behavior towards "dominant opinions"
Investigation report on college students' contact with media
In order to understand the source of college students' contact information and their concern and cognition of media, our class organized a questionnaire survey on college students' contact with media. This survey began on April 5, 213 and lasted for three days from April 8, 213. We take the students in this class as the survey objects, and conduct random surveys from male dormitory, female dormitory, study room and other aspects. In order to make this survey more reasonable, we adopt stratified sampling method, first by gender, and then by age, because students of different ages have different contact with the media, so as to ensure the reliability and diversity of the samples to the greatest extent. A total of 2 test papers were distributed in this survey, and 2 questionnaires were collected because the survey was conducted face to face. The effective questionnaire recovery rate is 1%.
The proportions of the respondents are: 54% for boys, 46% for girls, 36% for post-8s and 64% for post-9s. Judging from the gender, education and age of the respondents, the sample is highly representative. In this questionnaire, we * * * designed twelve questions. Except for the first two gender, major and age, the other nine individuals showed the contact media problems of college students from different aspects. Let's analyze them below.
1. What is your usual communication method?
A. QQ (46%) B. WeChat (21%) C. Fetion (21%) D. Weibo (21%) E. SMS (44%) F. Others (4%)
Experimental experience: It can be seen that most students use QQ as the main communication mode at present. Other novel communication methods, such as WeChat, Fetion and Weibo, are also very popular with students.
2. what is your main purpose in using such communication tools?
a. contact friends and family (82%) b. work needs (4%) c. kill time (1%) d. others (4%)
experimental experience: more than 8% of college students mainly communicate with their family and friends by means of communication tools, but some students use them for other purposes.
3. when do you usually surf the internet?
a. in the morning (6%) b. at noon (%) c. in the afternoon (2%) d. at night (92%)
experimental experience: most students surf the internet at this time in the evening, which is the most suitable time for relaxation and entertainment after the end of their study and life. At the same time, college students are energetic, mostly staying up late, and their main activities are usually concentrated in the evening.
4. how long do you surf the internet every day?
A. Less than 1 hour (16%) B.1 to 3 hours (54%) C.3 to 7 hours (26%) D.7 hours or more (4%)
Experimental experience: 54% of college students have to contact the Internet for 1 to 3 hours every day, and 26% have to contact it for 3 to 7 hours. On the one hand, it shows that the network has a great influence on college students' life, and it has officially become a necessity for college students. On the other hand, some college students are addicted to the network, which takes up too much time for college students, so the time for outdoor activities will be relatively reduced, which is not conducive to the healthy growth of college students' bodies.
5. What do you think the media can help you do?
a. get learning materials and resources from the internet (54%) b. keep up with the trend of the times (6%) c. get in touch with family and friends (27%) d. watch movies, videos and listen to music (1%) e. shop (1%) f. play games (2%)
experimental experience. It is convenient for college students to surf the Internet, and they can also use their mobile phones to surf the Internet. Everyone should make more use of the Internet to browse and check information, so as to maximize the value of online tools.
6. What new media do you often come into contact with in your life?
a. bus and subway TV (46%) b. city LED large screen (12%) c. building TV (4%) d. mobile phone newspaper (32%) e. others (6%)
experimental experience: nowadays, urban construction is becoming more and more perfect, and network information tools can be seen everywhere. This, to a certain extent, increases people's access to information and opportunities to contact new things. 58% of students come into contact with new media from social facilities, and some students learn about the world with the help of mobile newspapers.
7. when a major news event happens, what do you usually learn about it first?
A. Internet (54%) B. Mobile phone (32%) C. Weibo (1%)
D. Newspaper (%) E. Broadcasting (%) F. Others (6%)
Experimental experience: The rapid development of the Internet makes it have a wider audience, which is happening. And the role of traditional media will be weakened.
8. which of the following media do you think is the most trustworthy?
A. Television (46%) B. Newspaper (34%) C. Internet (16%) D. Magazine (4%) E. Broadcasting (%)
Experimental experience: Although the rapid development of the Internet has changed our lives, although people can't live without it gradually, the low reliability of the Internet shows that it is facing. On the other hand, some people make sensational news for profit, which reduces the credibility of the network. Therefore, I think that on the one hand, we should properly regulate the network in an orderly manner, on the other hand, media workers should improve their professional ethics and not be blinded by interests. We know that fewer and fewer people read magazines and radio, accounting for only 4%, but the reliability of TV is as high as 46%. I think this is because the high-speed lifestyle makes people have no extra energy and time to read newspapers, and reading magazines is becoming more and more uneconomical because of the rising prices. So I think the magazine industry and newspaper industry should seize the advantage of their high credibility, make full use of the Internet, change their distribution methods and issue electronic newspapers. Now,