传媒与社会英文版.docx

传媒与社会英文版.docx

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传媒与社会英文版

–Thiscourse,whichistaughtbothinEnglishandChinese,willacquaintyouwiththerelationshipbetweenmediaandsocietyintheinformationage.Inadditiontoanintroductiontotheinfluenceofmediaonsociety,thecoursealsoaimstoincreasestudents’medialiteracy.

–Mediaeffects

–Mediaeffectsarechangesincognitions（认知）,attitudes,emotions,orbehaviorthatresultfromexposure（揭露）tothemass（大众）media.

–Thetermisoftenusedtodenote（指代）changesinindividuals（个人的）thatarecausedbyexposuretothemedia.

–MediaImpacts

–Asopposed（相反的）toindividualeffects,broader（广泛的）impactsonsocietyarealsoofconcerntous.

–Wewillusethebroadertermmediaimpactstoencompass（围绕）thecomplexrelationshipbetweenmediaandsociety

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–ContentAnalysis内容分析

–ExperimentalResearch实验研究

–SurveyResearch调查研究

–EthnographicResearch

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–ContentAnalysis

–Contentanalysisisaquantitativedescription定量描述ofthecontentofthemedia

–Contentanalysiscreatesdetailedprofiles详细的简介ofmediacontentandidentify认识、鉴别trendsincontentovertime.

–However,theycannotbeusedtodrawconclusionsabouttheeffectsofthemedia.

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–ExperimentalResearch

–ERstudiesmediaeffectsundercarefullycontrolledconditionsthatmanipulate操纵mediaexposureandcontent.

–ThemostinfluentialmediaeffectsexperimentswereconductedbyAlbertBandura（1965）ABobodoll

–generalizability

–Thedegreetowhichtheresultsapplytoother

–populationsandsettings.

•Surveyresearch

–Makegeneralizations概括aboutapopulationofpeoplebyaddressingquestionstoasampleofthatpopulation.

–Questionnaire问卷

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EthnographicResearch

–Ethnographyisanaturalistic自然主义researchmethodinwhichtheobserverobtainsdetailedinformationfrompersonalobservationorinterviewsoverextendedperiodsoftime.

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TheoriesofMediaImpacts

•HypodermicNeedle/bulletmodel子弹论

–Posits断定powerful,directeffectsofthemassmedia

•TheMultistepFlow传播流

–Themultistepflowmodelassumesthatmediaeffectsareindirectandaremediated调节byopinionleaders.

•SelectiveProcesses有选择性的过程

–Limitedeffectsholdsthattheeffectsofthe

Massmediaonindividualsareslight.

•SocialLearningTheory

–Explainsmediaeffectsintermsofimitatingbehaviorseeninthemedia.

–observationallearning.

–rewards

•Cultivationtheory培养理论

–Heavyexposuretotelevisionimpartsaworld

viewthatisconsistentwiththe“world”oftelevision.

nLiteracy:

thestateofbeing

abletoreadandwrite

oWhatisMediaLiteracy?

nTheabilitytounderstandandusemedia

nIt'stheabilitytobringcriticalthinkingskillstobearonallmedia

…..isconcernedwithhelpingstudentsdevelopaninformedandcriticalunderstandingofthenatureofmassmedia,thetechniquesusedbythem,andtheimpactofthesetechniques.Morespecifically,itiseducationthataimstoincreasethestudents'understandingandenjoymentofhowthemediawork,howtheyproducemeaning,howtheyareorganized,andhowtheyconstructreality.Medialiteracyalsoaimstoprovidestudentswiththeabilitytocreatemediaproducts.

Importanceofmedialiteracy

"Beingliterateincontemporarysocietymeansbeingactive,critical,andcreativeusers”

EightKeyideasinmedialiteracy

Allmediamessagesareconstructed.（DOVEEVOLUTION麻雀变凤凰）

oThemediadonotpresentsimplereflectionsofexternalreality客观现实.Rather,theypresentcarefullycraftedconstructions.

Allmediamessagesareconstructed.

oMediaLiteracyworkstowardsdeconstructing解构theseconstructions,takingthemaparttoshowhowtheyaremade.

2Themediaprovideuswithmuchofmaterialuponwhichwebuildupourpersonalunderstandingsoftheworld.

3Audiencesnegotiatemeaninginthemedia.

oDifferentpeopleseethesamemediamessagedifferently

oweall"negotiate"meaningaccordingtoindividualfactors:

personalneedsandanxieties,thepleasuresortroublesoftheday,familyandculturalbackground,andsoforth

o

Media:

powerandprofit

oMediahavecommercialconsiderations

oArelativelysmallnumberofindividualscontrolwhatwewatch,readandhearinthemedia.

NewsCorpAOL/TimeWarner（CNN）DisneyNBCVIACOM

5.Mediauselanguageswiththeirownsetofrules

oDifferentmediawillreportthesameevent,butcreatedifferentimpressions意念andmessages信息.

6.Mediaconvey传达values&points-of-view

oAllmediaproductsareadvertising,insomesense,inthattheyproclaim宣传valuesandwaysoflife.

oMediahavesocialandpoliticalimplications

oThemediahavegreatinfluenceonpoliticsandonformingsocialchange.

oTheygiveusanintimatesenseofnationalissuesandglobalconcerns,sothatwebecomecitizensofMarshallMcLuhan's"GlobalVillage."

oEachmediumhasauniqueaesthetic审美form.

oJustaswenoticethepleasingrhythmsofcertainpiecesofpoetryorprose,soweoughttobeabletoenjoythepleasingformsandeffectsofthedifferentmedia.

Criticalthinking/viewingquestionsrelatedtomediamessages

oWhocreated/paidforthemessage?

oWhatisitspurpose?

oWhoisthe‘targetaudience’?

oWhattechniquesdotheyuse?

oWhatlifestylesarepromoted?

oWhoorwhatmightbeomittedandwhy?

oIstherebiasorstereotypesinthemessage?

oWhobenefits?

•Representationsofpeopleinvolveatypologyofrepeatedsurfacecharacteristics-appearanceandbehavior-thatthroughrepetitionreinforceideasaboutthetypeandorgroupdepicted.

•Thistypologyfallsintosomemaincategories,markedbytheintensityofrecognition,anddepthofculturalhistory.

•Archetypes原型arecharacterswhicharerecognizableacrossgenres,havefewbutverydominant鲜明的featuresandcharacteristics.

•For,instance,theheroicmaleadventurer

•Appearance--muscular

•masculinity

•Attractive

•Fearless

•Faithful

–STEREOTYPEisthemakingofgeneralizationsaboutgroupsofpeopleonthebasisoflimitedinformation.

•Stereotypesareequallyrecognizable,butratherlessmythic.

•Theycomeoutofconservativeanddominantaspectsofideology.

•Theymaydistil体现thecharacteristicsofspecificsocialroles,orofmorecontemporaryoccupations.

•Whichchannelcausesstereotypes?

•Personalexperience亲身体验

•Communication

•Interpersonal口耳相传

•massmedia大众传媒

•Representation&stereotype:

•Mediastereotypesareinevitable,especiallyintheadvertising,entertainmentandnewsindustries,whichneedaswideanaudienceaspossibletoquicklyunderstandinformation

•GenderStereotype

•Genderstereotypingreferstostereotypedimagesofmalesandfemales.

•Womenshouldsacrificetheircareersfortheirfamilies

•Womenareoftenportrayedassexualobjectsformen.

•Nowadays,howdothemediarepresentthemaleandfemaleinthehomeappliancesads?

（providespecificexamples）

性别语言差异

•（英文）：

POLICEMAN,CHAIRMAN,FIREMAN,SPOKESMAN

•（中文）：

职业女性，女强人

流行语：

•干得好不如嫁得好

•女怕嫁错郎，男怕入错行

•Challengetostereotypemasculinity

•Metrosexual

–MarkSimpsoninventedthistermin1994,anditdriftedslowlyfromonemediasourcetoanotherthroughouttherestof1990sandearly2000s.

•Aretrosexualisamanwithagenerallypoorsenseofstyle--notnecessarilyaboor;rather,someonewhorejectsbeingfinickyaboutphysicalappearance.Itistheoppositeofametrosexual.

•Theytendtoprefersuchtermsas"realman",or"masculine".

•媒体长时间聚焦于一个地方，集中报道一些具有相似或相同属性的东西，就容易造成总体形象的失真，从而导致刻板印象的形成。

•近年来，在河南形象被扭曲丑化的过程中，大众传媒所提供的有关河南的不完全信息文本构筑的虚拟环境，是造成河南刻板印象的重要原因。

•Mediaareveryeffectiveatcreatingnationalstereotypesbecausetheyaresometimestheonlysourceofinformationwehaveaboutothergroupsandbecausetheyoftenpresentadistortedviewofthosegroups.

•Mediaportrayalsencouragestereotyping

•Stereotypesthatincludenegativefeelingsandattitudestowardagroupareprejudices.

–irrationaldislike,suspicion,orhatredofaparticulargroup,race,religion,orsexualorientation

–Mediainstitutionsarebusinesseslikeallothers,withthesamefunctions,suchasfinance,distribution,exhibitionandretailing,aswellasproduction.

–Doestheircreativeoutputmakethemdifferentinanyway（GraemeBurton,2004）

Amediaconglomeratedescribescompaniesthatownlargenumbersofcompaniesinvariousmassmediasuchastelevision,radio,publishing,movies,andtheInternet.

•Verticalintegration

–Referstothepatternofbusinessownershipinwhichacompanybuysorsetsupothercompanieswhichrelatetothecorebusiness—say,publishing.

–astyleofmanagementcontrol

•Verticalintegration

–Inparticular,bigmediaorganizationstendtotryandcontrolproduction,distributionandexhibition/retailing.

•Lateralintegration

–Referstoacompanymovesideways,buyingacrossdifferentmedia.

•Itmaybearguedthatthesecharacteristicsarelinkedtoeconomicdriverswhichinturnmaybesummarizedasseeking

–Profitability

–Controlofthemarket

–Suppressionofcompetition

•Textsarenothingbutrepresentations（representtheworld）inbothamaterialandanideologicalsense.

–Inthematerialsensethetextisamadething,aproductoftechnology,andimageonascreen,amusicinbackground,asetofmarksonthepage.

–Inanideologicalsense,textsdoindeedrepresentideas.

•Theymaynotbenoticedbecausetheyarealwaysthere.

•Mediatextsarecontinuallybeingproducedandrenewed.

•Mediatextsintendtoengagepeople,toconveysomekindofinformation.

•Anideologyisasetofaimsandideas,especiallyinpolitics.Anideologycanbethoughtofasacomprehensivevision,asawayoflookingatthings,asincommo