20Word格式文档下载.docx

20Word格式文档下载.docx

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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