Propagation mode

mode Introduction

First, the research mode, plays an important role in the field of Communication Studies. Experts and scholars research activities, are often deployed on the basis of propagation modes. Model is a description of things done on the spatial structure and time sequence, is a powerful tool for human grasp and understand things change.

Second, a model attempts to show the major part of any structure or process, and the relationship between these parts is particularly intuitive and reproducing manner described theory of human social activities.

Essentially, the mode is an artificial symbolic vision, it is primarily aids thought, it does not exist in real life. However, research in this thinking mode conceived in space, but it has the same performance attributes of the objective reality of architecture. Through an intuitive expression, to be able to grasp the existence of links between the various elements within the system but can not see, understand the structure of the entity, the strength and direction, to avoid engaging in numerous details and see the nature of the communication process.

Third, communication scholars wear light Yuan et al in "The General Theory of Communication" The editor of the book spoke about: the spread is an internal cohesion of human social relations, is the process of interaction between members of the community to exchange information, thus, the spread of the phenomenon, the communication process is extremely complex.

Fourth, in communication studies, we should explore the process of communication, to the spread of the phenomenon of the most concrete, most systematic, the most comprehensive study, it is necessary to reproduce the spread of the phenomenon by means of a simplified form, and then explore the dissemination of results, the elements of the communication process and their relationships with each other. These patterns, both highly summarized and abstract complex propagation phenomena, processes and links, but also give people to know and understand, and then in-depth study of communication with great inspiration. Meanwhile, Mode Like human society, dissemination activity itself, but also a continuous development process of gradual improvement.

Fifth, the use of theoretical models of the natural sciences and social sciences linked, just as it will link science itself. In almost all fields of science, symbols are used to describe the fundamental aspects of reality, which is the aspect of scientists in specific areas of common concern. And be interested in the structure and model of the process it is about how humans spread, especially how to spread the mass media.

The content can be: a person in his or her own mind is how to deal with reality; how newspapers, television networks, advertising agencies or institutions is to build information and how it works; how the information is circulated in the community; society or a new invention in how the system is employed or rejected.

Category

Process Propagation, nature, effect equation.

Since the 1920s, the study of Western Communication appears in a variety of models to reflect the different views and different research methods, but not a generally accepted model. Early mostly one-way linear mode, since the 1950s generally emphasized communication is two-way cycle. Representative propagation mode is:

"5W" mode

political model, also known as spread. The first model will be interpreted as dissemination activities communicators, content, distribution channels, communication and dissemination of results five link objects and elements of composition, namely: Who (who), what to say (says what), through what channels (in which channel), to whom (to whom), to produce any effect (with what effect). 1948 by the American political scientist H.D. Lasswell, the widely quoted. Western thought "5W" strong general mode, research played an important role in promoting mass communication, but it ignores the "feedback" spread factor, there are limitations.

Shannon - Weaver mode

mathematical model known as the spread. 1948 W. Weaver and presented by the American mathematician C.E. Shannon. It characterized by the interpersonal communication process as one-way mechanical systems. Western believes this model to develop a vision of research dissemination mode "noise" indicates the complexity of the communication process, but the "noise" is not limited to "channel."

two-step flow of communication mode

20 1940 by the American sociologist P.F. Lazarsfeld. This model emphasizes the role of "opinion leaders". Western believes that a combination of two propagation modes of mass communication and interpersonal communication, but exaggerated the role of "opinion leaders" and their dependence on the mass communication media, the communication process simplified. The audience sharply divided into active and passive, active and inactive in two parts, the spread does not meet the reality. Following this pattern evolved into a multi-level N-level mode of transmission.

Schramm mode

50 years spread by the American scholar W. Schramm put forward, is a more popular mode of interpersonal communication. This mode gives the identity and transmission of information during the processing and those who pass by, the interaction reveals the role of symbol transmission. In FIG. 4, "feedback", indicates that the process is a two-way propagation cycle.

DeFleur mode

, also known as the mass dual cycle mode. Proposed in the late 1950s by American sociologist M.L. DeFleur. In the closed-loop distribution systems, transmission of information by both the recipient who is the sender information, the noise can occur in all aspects of the communication process. This outstanding two-way mode, is considered to be depicted in the mass communication process a more complete model.

Westley - McLean formula

spread by the American scholar and Westley B. M. MacLean. X in FIG. 6 refers to the source, A is the disseminator, B for the audience, C is the gatekeeper, F is feedback. This mode while highlighting the information, with particular emphasis on the role of gatekeeper in the Mass Media. B in FIG. 6 is obtained after filtering information C.

corrugated center mode

by the American media scholar R.E. Hibbert, etc. In the mid-1970s. Figure 7 "code" refers to the text message system, "regulator" refers to the government, community, consumers, "filter" refers to the cultural and social systems, "Information amplification" meaning both spatial and psychological.

7, the process is like a stone in the mass phenomenon generated ── pool stone hit corrugated, the corrugations extend outwardly toward the center of the pool time and back waves; extended back and bomb in the process, corrugated (ie, information) is affected by many factors. This model emphasizes the relationship between mass communication with society and culture, showing the complexity and dynamic nature of the communication process.

Consistency mode

also known psychological effect of the propagation mode. From understanding psychological theory. This model suggests that, dissemination of results often depends on the dissemination of the contents of those who pass the inherent beliefs, opinions, attitudes threaten or degree of enhancement. The main representatives who hold this view are the United States psychologist T.M. Newcomb, L. Feisidingge and D. Cartwright and so on.

action

Karl Deutsch in 1966 had been discussed in the mode of social sciences. The first is the mode has a structure function, order and can reveal the relationship between the various systems, enables us to have an overall image is difficult to obtain from other methods of things. In this regard, the model provides a general picture of the various specific state. Second model has explained the function, it can provide information if you use other methods may be quite complex or obscure an indirect way. Since the model can guide students or researchers focus on the core aspects of a process or system, which in turn has inspired the mode function. It is once again possible to model the course of events or results predicted. At least, it can provide the fundamental basis for estimating the probability of various outcomes that may occur, so the researchers could then build their hypothesis.

advantage

Communication Study constructed using the method mode propagation mode, scientific fact, theoretically grasp abstract basic configuration dissemination process, wherein the elements described the relationship between links and related variables. Transmission is a process flow of information from the communicator to those who pass by. At different stages of development of science communication, different modes, can reflect the changes that have occurred in the relationship between mass communicators to those who suffer from. In the brief history of communication, communication scholars put forward a number of ideas and mode of transmission, until the establishment of the Network Communication Mode from the early propagation mode the previous mode of transmission occurs, although the number of no less than a hundred kinds, but none get rid of the basic linear propagation characterized in that the propagation of the fundamental mode Studies - Lasswell formula (5W mode).

In fact, all statements of the propagation mode can be classified into two categories, i.e. characterization mode (e.g., fundamental mode) and the propagation mode structure and characterization of the relationship between the propagation elements (such as the impact effect, the audience , media mode). In comparison, the former of which is the overall grasp of the nature of the spread. As previously mentioned the two deconstruction introduced in the propagation angle of view - Process and Structure in the Concept, the basic mode of communication is established on this basis. Thus, Lasswell formula becomes the core framework for understanding, research dissemination.