问题 问答题 论述题

用实例阐释“使用与满足”经典传播理论。

答案

参考答案:

(一)理论背景:

1)出现于20世纪40年代。在美国,收音机的使用普及率达到80%以上,许多人认为收音机的普及以及广播媒介会大大提高社会的文化教育水平。然而,受欢迎的广播节目却是“格调低俗”的轻喜剧、连续剧以及游戏节目。

2)60年代后,这个理论出现了一些新的特点:

一是对“使用与满足”的形态进行系统的定量定性研究;

二是重视对受传者使用动机产生的社会条件的考察;

三是加强了对“使用与满足”过程理论的考察。

(二)关于不同媒介的“使用与满足”:

1.对广播媒介的“使用与满足”研究主要是对广播节目的“使用”动机进行了调查:调查人为H.赫尔卓格。其认为有三种基本心理需求使得人们喜爱知识竞赛节目:(体现出听众对广播媒介的“使用”动机的多样性)

1)竞争心理需求:通过抢先预测答案使自己与出场嘉宾或收听伙伴处于竞争状态,享受由此带来的竞争乐趣;

2)获得新知的需求:从节目中得到新的知识或话题;

3)自我评价的需求:通过猜测答案来判断自己的知识程度,确认自己的价值。

2.对印刷媒介的“使用与满足”研究主要调查人是贝雷尔森。其总结了人们对报纸的六种利用形态:

1)获得外界信息的来源;

2)日常生活的工具;

3)休憩的手段;

4)树立社会威信的手段;

5)社交的手段;

6)读报本身的目的化。

3.对电视媒介“使用与满足”研究主要是在60年代进行,包括以下四种基本类型:

1)心绪转换效用:电视节目可以提供消遣和娱乐,能够帮助人们“逃避”日常生活的压力和负担,带来情绪上的解放感

2)人际关系效用:一是“拟态”人际关系,二是现实人际关系;

3)自我确认效用:通过与电视节目的比较,观众能够引起对自身行为的反省,并在此基础上协调自己的观念和行为;

4)环境监测效用:通过观看电视节目,可以获得与自己的生活直接或间接相关的各种信息,及时把握环境的变化。

(三)“使用与满足”的理论分析

1.出现背景:

1)布鲁姆勒和卡茨《大众传播的利用》一文的发表,使得“使用与满足”模式成为传播学中受众研究的重要理论和方法;

2)在该文中指出,将媒介的接触行为概括为一个“社会因素+心理因素—媒介期待—媒介接触—需求满足”的因果连锁过程(郭庆光语);

3)日本学者竹内郁郎正式提出了“使用与满足”过程的基本模式,并提出了媒介接触的相应条件。

2.“使用与满足”模式图(略,但考试时不可缺)

3.该图的含义是:(以国庆60周年阅兵为例的分析)

1)人们接触媒介的目的是为了满足他们的特定需求,这些需求具有一定的社会和个人心理起源;因此,为了能够观看60周年阅兵仪式,许多人就不得不接触媒介,并获得相关的信息。

2)实际接触行为的发生需要两个条件,一是接触媒介的可能性,二是媒介印象;不同的社会群体会有不同的媒介接触条件,作为学生,更多的是通过校园网络的媒介渠道来观看国庆60周年阅兵仪式。

3)根据媒介印象和接触媒介的可能性,人们选择特定的媒介或内容开始具体的接触行为;通过接触媒介,观看了国庆60周年阅兵仪式。

4)接触行为的结果可能有两种,即需求得到满足或没有得到满足;通过观看这次阅兵仪式,产生了对媒介和这次阅兵活动的主体性评价。

5)无论满足与否,这一结果将影响到以后的媒介接触行为,人们会根据满足的结果来修正既有的媒介印象,在不同程度上改变对媒介的期待。受众通过观看这次阅兵仪式,对特定的媒介有了一个更为直观的认识。

(四)对“使用与满足”的评价1.重要意义:

1)认为受众的媒介接触是基于自己的需求对媒介内容进行选择的活动,这种选择具有某种“能动性”,这有助于纠正大众社会论中的“受众绝对被动”的观点;

2)揭示了受众媒介使用形态的多样性,强调了受众需求对传播效果的制约作用,对否定早期“子弹论”或“皮下注射论”的效果观起到了重要作用;

3)指出了大众传播对受众具有一些基本效用,是对40年代至60年代过分强调大众传播的无力性的“有限效果论”也是一种有益的矫正。

2.局限性:

1)过于强调个人和心理的因素,行为主义和功能主义色彩较浓;

2)只是单纯地考察受众的媒介接触行为,不能全面揭示受众与传媒的社会关系;

3)虽然,指出了受众的能动性,但这种能动性是有限的,仅仅限于对媒介提供的内容进行“有选择地接触”的范围之内,因而不能反映受众作为社会实践的主体、有着传播需求和传播权力的主体所具有的能动性。

 

阅读理解

“Birds are not as loyal to their partners as you might think, with divorce, child abandonment and remarriage a common part of birds’ life,” a new book has shown. Author and biology professor Bridge Stutchbury, dispels the love-bird belief that birds pair up for life. “In terms of the top 10 beliefs about birds, the lasting pair bonds that we think about, do occur in some birds, but in most of the little songbirds that we studied, no,” the professor from York University in Toronto said. The divorce rate among greater flamingos is 99 percent.

Stutchbury’s book, The Private Lives of Birds, based on 20 years of research from radio filming and DNA testing shows male Acadian flycatchers fertilize(使受孕) females far away from their home nests, “ The main discovery is that so many birds do divorce for what humans would describe as selfish reasons,” Professor Stutchbury said. She noted that females may seek out males that are more colorful and better singers, or look to “step up in the world” and move to areas that are safer and have more food. “Females are looking for the highest quality male so that their children will be of high quality,” she added.

Professor Stutchbury said shorter summers may drive females to leave their nests before their young are fully grown up so they can quickly find new mates(配偶) and lay more eggs, leaving the males to feed the hungry chicks on their own.

Males can double their success in producing children by fertilizing neighboring females, but only “mates” care for the young, and some are none the wiser. “  They can’t tell when the egg comes out and whether it’s theirs or not,” She said. “They have no way to know.”

Divorce is surprisingly common among birds, and most live with one partner for only a few months or years. Divorce rates range from 99 percent in the greater flamingo to zero in the wandering albatross(信天翁).

小题1:What does the underline word “dispels” mean?

A.States

B.Doubts

C.Confirms

D.Removes小题2:The book The Private Lives of Birds_____.

A.shows the kind of male birds females seek out.

B.indicates the wandering albatross is the most faithful.

C.is based on Professor Stutchbury’s 20 years’ research.

D.suggests that female birds select males near their home.小题3:According to the passage, we can infer that________.

A.young birds’ quality depends on their feather.

B.some male birds care for others’ young as their own.

C.female birds go to find males as soon as autumn comes.

D.female birds are responsible for feeding the hungry babies.小题4: What is the passage mainly about?

A.A book about love-birds.

B.Birds’ living habits and love life

C.The fact that birds don’t love their mates forever.

D.The factors that influence birds to look for another mate.

填空题