國際傳播的12種理論明晰課件

1、 國際傳播的12種經(jīng)典理論明晰國際傳播 傳播理論的出現(xiàn)圣西門斯賓塞二戰(zhàn)后的國際傳播理論： 政治經(jīng)濟研究（political-economy approach） 文化研究（cultural studies）the question of powerthe polysemic textsVScommunication is an instrument of control by ruling classthe potential for readers to generate their own meanings 傳播政治經(jīng)濟研究The class which has the means of m

2、aterials production has control at the same time over the means of mental production so that, thereby, generally speaking, the idea of those who lack the means of mental production are subject to it Insofar, therefore, as they rule as a class and determine the extent and compass of an epoch, it is s

3、elf-evident that theyamong other thingsregulate the production and distribution of the idea of their age; thus their ideas are the ruling ideas of the epoch.文化研究how media texts work to create meaning (on the basis of analysis of the texts themselves)how culturally situated individuals work to gather

4、 meaning from texts (increasingly based on observation of media consumers)二、現(xiàn)代化理論（Modernization Theory）國際傳播是第三世界國家發(fā)展與現(xiàn)代化過程中的關鍵 大眾傳媒有助于傳統(tǒng)社會的轉型 丹尼爾勒納 傳統(tǒng)社會的消逝 The Passing of Tradition Society宣韋伯 大眾傳媒與國家發(fā)展 Mass Media and National Developmentmass media as a bridge to a wider world, as vehicle for transfe

5、rring new ideas and models from the North to the South and, with the South, from urban to rural areas.1、to spread and ease the long, slow social transformation required for economic development, in particular, to speed and smooth the task of modernizing human recourses behind the national effort.2、t

6、o encourage both personal and national aspirations, rouse people from fatalism and a fear of change. 特 點：1、top-down approach one-way flow of information2、the definition of “development”3、media as a neutral force4、modern and traditional lifestyles were mutually exclusive.世界體系理論（World System Theory）伊曼

7、努爾沃勒斯坦 Immanuel Wallerstein 經(jīng)濟發(fā)展使得民族國家開始分層the logic of economic determinism：市場選擇 Core Zone Semiperipheral zone Peripheral zonedominant & controllingsubordinate positionsThomas Shannon: 這種關系的核心 the learning of appropriate economic values that facilitate modernization 與現(xiàn)代性相符的經(jīng)濟價值觀 大眾傳播體系： transfer of

8、media materials 大眾傳播體系的作用: 、create a broadly based popular culture for a mass market or audience 、create alternative cultures for a niche market large enough to encourage imports of selected media products or services.major vehicles for convey and indoctrinating to the two subordinate zonesthe domin

9、ate capitalist ideology is embedded with the transnational structure, marketing, and strategy plans of the major core industrialspromoting and endorsing core capitalist mechanisms and valuesconvert and capture the attitudes, minds and purchasing behavior of global customers in such a fashion that th

10、eir products are purchased first and frequently.Implied belief: prosperity will accrue to two subordinate zones as they become more pro-capitalist and expand their markets to include the core nations.三、依附理論 （Dependency Theory） 拉美學者提出 1960年代末至1970年代標志：1976年 墨西哥組建 Instituto latinamericano de Estudios

11、1、批評現(xiàn)代化理論，記錄下該理論給拉美帶來的巨大負面影響 2、參與國際傳播新秩序的爭論基本觀點： transnational corporations (TNCs), most based in the North, exercise control, with the support of their representative governments, over the developing countries by setting the terms for global trade - dominating markets, resources, production and lab

12、or. Development for these countries was shaped in a way to strengthen the dominance of the developed nations and the maintain the peripheral nations in a position of dependence.定義： the sum of the processes by which a society is brought into the modern world system and how its dominating stratum is a

13、ttracted, pressured, forced, and sometimes bribed into shaping social institutions to correspond to, or even to promote, the values and structures of the dominant centre of the system核心觀點： in pursuit of commercial interests, huge U.S.-based transnational corporations, often in league with Western (p

14、redominantly U.S.) military and political interests, were undermining the cultural autonomy of the countries of the South and creating a dependency on both the hardware and software of communication and media in the developing countries. 批評與反駁： VS 文化研究 1、缺少明確的定義，沒有相關的經(jīng)驗、量化調查用以支持論斷 2、沒有考慮媒介內(nèi)容與形式，忽略了受

15、眾扮演的角色 3、只擺出美國文化產(chǎn)品世界流通的總量，沒能進行效果研究 五、結構帝國主義（Structuralism Imperialism）挪威社會學家 Johan Galtung結構帝國主義： a sophisticated type of dominance relation which cuts across nations basing itself on a bridgehead which the centre of the centre nation establishes in the centre of the periphery nation for the joint b

16、enefit of both - 精英的同謀結構帝國主義的五個方面： economic political military communication culturalnews中心-邊緣關系的維持： 1、information flow 2、the reproduction of economic activities 復制中心國家的制度，使中心國家的價值觀得以流行。結構帝國主義的基本機制（mechanism） 1、vertical interaction: maintains that relationships a asymmetrical, the flow of the power

17、is from the developed states to the less developed. 2、feudal interaction: interaction along the spokes, from the periphery to the centre hub; but not along the rim, from one periphery nation to another 傳播帝國主義的基礎Galtung理論的核心： the identity of interests between the centre of the centre and the centre o

18、f the periphery 六、電子殖民理論 （Electronic Colonialism Theory）全球性殖民的四個時期： military colonialism Christian colonialism merchant colonialism electronic colonialismmilitary colonialismChristian colonialismmerchant colonialismelectronic colonialism表現(xiàn)： the dependent relationship of poorer regions on the postind

19、ustrial nations (established by the importation of communication hardware and foreign-produced software, along with engineers, technicians, and related information protocols), that establish a set of foreign norms, values, and expectations that, to varying degrees, alter domestic cultures, habits, v

20、alues, and the socialization process itselfInfluence attitudes, desires, beliefs, lifestyles and consumer behavior后果：this new information will cause the displacement, rejection, alteration, or forgetting of native customs, domestic message and culture history文化再生產(chǎn)論（cultural reproduction theorists）fo

21、reign mass media as reproducing and socializing the populace of other nations into a knowledge system or frame of mind that will make them more compatible with or sympathetic to foreign ideas and consumer values.電子殖民理論的意義ECT focuses on the global media influence on how people think and actdetails th

22、e possible longterm consequences of exposure to these media images and messages to extend the powerful multinational media empires markets, power and influenceto maintain political, economic and cultural control of their own history, images and national destiny.文化傳承的方式發(fā)生了改變： 傳統(tǒng)社會：家族、口耳相傳 現(xiàn)代社會：a shar

23、ed media culture the socialization process is hijacked by the media empires the early stage of a new “empire of the mind”. 七、霸權理論（Hegemony）Louis AlthusserIdeological State Apparatus意識形態(tài)國家工具安東尼葛蘭西（Antonio Gramsci） 獄中札記Selections from the Prison Notebooks1、統(tǒng)治階級與意識形態(tài)、the dominant social group in a soci

24、ety has the capacity to exercise intellectual and moral direction over society and build a new system of social alliances to support its aims.、military force was not necessarily the best instrument to retain power for the ruling classes, but that a more effective way of wielding power was to build a

25、 consent by ideological control of cultural production and distribution. 、 a dominant social class exert moral and intellectual leadership over both allied and subordinate classes though its control of institutions as schools, religious bodies and the mass media、the consent of the governed 被統(tǒng)治者的同意 o

26、rganized, not generic and vague/ its right to govern is rarely challenges seriously the state does have and request consent but it also educates this consent2、國家國家的功能： to raise the great mass of the population to a particular cultural and moral level, a level (or type) which corresponds to the needs

27、 of the productive forces for development, and hence to the interests of the ruling classes 國際傳媒、key player in propagating and maintaining the dominant ideology、with dominant ideology shaping production of news and entertainmentagents of legitimization of the dominant ideology 八、批判理論（Critical Theory

28、）1923年 社會調查研究所 （Institute for Social Research） 法蘭克福學派 （Frankfurt School） 主要人物：Max HorkheimerTheodor AdornoHerbert Marcuse研究焦點：文化產(chǎn)品的工業(yè)化生產(chǎn) (the industrial products of cultural products) culture commodity：作為產(chǎn)品的文化 霍克海默、阿多諾 1947 啟蒙辯證法Cultural Industry 文化工業(yè)management practice technological rationality and

29、 organizational schemes assembly-line characterDialectic of Enlightenmentmass culture 批判：、a deterioration of the philosophical role of culture、contributed to the incorporation of the working mass into the structures of advanced capitalism、limiting their horizons to political and economic goals that

30、could be realized within the capitalist system without challenging it.標準化 standardizationideologically inoculate the masses against socialist ideas思想淵源： 弗洛伊德 + 馬克思 精神分析理論 異化理論（alienation）concentration of ownership、undermined the critical engagement of masses with important socio-political issues、ens

31、ure a politically passive social behavior and the subordination of the working classes to the ruling elite 馬爾庫塞 1964 單向度的人technological rationality or instrumental reason had reduced speech and thought to a single dimension, establishing a “one-dimensional society” that abolished the distance requir

32、ed for critique thoughtOne Dimensional Manone-dimensional language media discourse 九、公共領域 （Public Sphere）德國社會學家 于爾根哈貝馬斯（Jurgen Habermas）The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society 定義：an arena, independent of government (even if in receipt of st

33、ate funds) and also enjoying autonomy from partisan economic forces, which is dedicated to rational debate (i.e. to debate and discussion which is not interests, disguised or manipulated) and which is both accessible to entry and open to inspection by the citizenry. It is here, in this public sphere

34、, that public opinion is formed.18世紀資本主義成長時期的不列顛 the bourgeois public sphere 社會特點： entrepreneurs were becoming powerful enough to achieve autonomy from state and church/ increasingly demanding wider and effective political representation to facilitate expansion of their business1、greater accessibili

35、ty of information2、more open debate within the bourgeoisie3、a space independent of both business interests and state apparatus資產(chǎn)階級確立主導地位后 國家改革 更關注經(jīng)濟利益（通過游說議會、資助政黨和文化機構） 公共領域的自主性公共領域再封建化（refeudualization）Information management and manipulation大眾傳媒： monopoly capitalism organizations, promoting capital

36、ist interests to meet the lowest common dominator disseminators of information for the public spherereinforce the audiences acceptance of “the soft compulsion of constant consumption training” 十、發(fā)展傳播學 （Development Journalism/Communication） 1973 Department of Development Communication College of Agri

37、culture at the University of Philippinesan engineered press: a press committed to government-set priorities and objectives all efforts, including local media, need to work in unison to support national goals支持政府政府控制the media had little choice but to accept and repeat the message those in control wis

38、hed to disseminate基本觀點： 1、服務于推廣發(fā)展中國家的訴求 2、鼓勵本土傳媒發(fā)展、不贊成復制西方傳媒的模式 3、在本國傳媒不發(fā)達的情況下，不能采用西方傳媒的價值觀和體制，而應服務于國家利益in order to rapidly improve the economic and social position of peripheral nations, a concerted effort by both government and media is required. The “l(fā)uxury” of competing and critical views on gov

39、ernment policies and programs with the national media is viewed as detrimental to the colossal task of “catching up” Walter Rostow: 經(jīng)濟增長階段對于發(fā)展（development）的總看法1、development is viewed as evolution beyond traditional structures that supposedly cannot accommodate rapid social change or produce sufficie

40、nt economic growth2、irreversible: modernization occurred when the necessary conditions for change were established, and the process continued inexorably. Societies absorbed the stress and adapted themselves and their institutions to the change in order to prosper.The economic determinism of western

41、models of modernization：發(fā)展=經(jīng)濟增長傳媒在現(xiàn)代化過程中扮演的重要角色安東尼吉登斯 mediated experience since the first experience of writing, has long influenced both self-identity and the basic organization of social relations.With the development of mass communication, particularly electronic communication, the interpretation

42、 of self-development and social systems up to and including global systems become even more pronounced對于經(jīng)濟發(fā)展模式的批判不成功、邊緣國家的處境進一步惡化1、World Bank/ International Monetary Fund起反作用2、illiteracy 文盲率偏高使得報刊、書籍等大眾傳播方式無法有效到達受眾Functional school of media theory?Uncritically accepted the position of media elites a

43、nd the reinforcement of the status quo as legitimate and rational behavior for the media system. function for whom?研究轉型：non-economic explanations of development基本觀點： mass communication was thought to function best in the service of centralized government development agencies when geared toward raisi

44、ng the publics aspirations and facilitating the acceptance of new ideas, values, and inventions for the purposes of overall economic growth and higher gross national product. 十一、信息社會理論 （Theories of Information Society）技術：進步+融合（convergence）+成本 信息社會a networked society 技術決定論knowledge economy ignored th

45、e social, economic and political dimensions of technological innovation VSFritz Machlup 1962 The Production and Distribution of Knowledge in the United StatesDaniel Bell 1973 The Coming of Post-Industrial Society domination of information or information-related industries service industries employ m

46、ore workers than manufacturingAlvin Toffler 1980 The Third Wave increasing interconnectedness contributing to the evolution of a universal interconnected network of audio, video and electronic text communication promoting intellectual pluralism and personalized control over communicationFrank Webste

47、r: the growth of service occupation and associated developments highlight the continuities of the present with the pastthe democratic potential of new technology信息商品化（the commodification of information） 重要的戰(zhàn)略資源（key strategic resources） integration of national and regional economics and creating a gl

48、obal economy dominated by a few megacorporations digital capitalism 卡斯特爾（Manuel Castells）信息社會三部曲（trilogy of The Information Age） the new technological paradigm: information capitalism 、the new social structure at work in the network society 、the social and political processes within the context of s

49、uch society 、integration and information-based polarization in the international information economy in which communication becomes both global and customized 意識形態(tài)消亡（the decline of ideology）reduce the impact of ideology in an daily life, through the empowering potential of Internetcreate new forms o

50、f transnational ideological alliances批評： 、access to the new technologies within and between nations 、commodification of personal information 、 new technologies for personal and political surveillance control revolution十二、全球化理論 （Discourses of Globalization)the intensification of world-wide social rel

51、ations, which link distant localities in such as way that local happenings are shaped by events occuring many miles away and vice versaa mediated realityConceptualizing Time-Space時空延伸（Time-Space distanciation） (Giddens, 1990) The interlacing of social relations “at distance” with local contextualiti

52、es Social relationships are becoming stretched across great distances時空壓縮（Time-Space compression） (Harvey, 1990) Involves the shortening of time and shrinking of space: the time to do things is reduced Social relationships become more intense and robust Harvey, D (1990) The Condition of Postmodernit

53、y: An Inquiry into the Origins of Cultural Change.The Globalising of Modernity“Modernity is inherently globalising”. Since social life is ordered across space and time, the problematic of space-time distanciation is key to modernity and globalisation. The complex relations between local involvements

54、 and interaction across distance. Relations between local and distant social forms are stretched. Globalisation refers essentially to that stretching process. Local transformations are part of globalisation. John B. Thompson (1995)An aspect of technical media is that they allow for some degree of sp

55、ace-time distanciation:“Any process of symbolic exchange generally involves the detachment 分支of a symbolic form from its context of production: it is distanced from this context, both spatially and temporally, and re-embedded in new contexts which may be located at different times and places”A focus

56、 on “mediation” means that we increasingly experience globalization through the media (Rantanen) mediated globalization自由主義解釋下的全球化 （liberal interpretation）globalization: 、fostering international economic integration 、mechanism for promoting liberal capitalism 福山：歷史終結論 信息與傳播技術的發(fā)展 + 市場為導向的自由民主 global

57、civil society 經(jīng)濟學視角下的全球化 national economy globalized economy transnational processes and transactions 跨國公司：市場取代國家發(fā)揮作用 跨國文化 cross-border culture globalization fragmentation 社會學視角下的全球化the extension of the nation-state systemthe world capitalist economythe world military order the international division of labor樂觀者 new global consciousness + physical compr