《把關(guān)人與傳播控制》PPT課件.ppt

1、第7講 把關(guān)人與傳播控制 Regulation of the Mass Media,傳媒內(nèi)部控制研究 Internal Controls,新聞選擇的把關(guān)人（geetkeeper）理論 一、盧因的把關(guān)概念 1、1947年，盧因去丗前不久，在群體生活的渠道一文中首次提到“把關(guān)”（gatekeeping） 2、把關(guān)：指傳播者對信息進行篩選與過濾的行為 3、把關(guān)人：對信息進行篩選和過濾的人即把關(guān)人,施拉姆：在信息網(wǎng)絡(luò)中到處都設(shè)有把關(guān)人,例如： 記者決定報道哪些事實； 編輯決定發(fā)布哪些新聞； 作家決定反映哪些典型人物、事件、人生觀； 圖書管理員決定買什么書籍； 教師決定采用什么樣的教科書； 餐桌旁的丈夫

2、決定當(dāng)天辦公室發(fā)生的新聞，哪些應(yīng)該告訴妻子； 負責(zé)匯報的官員決定哪些情況向上級匯報,懷特的把關(guān)研究,1、懷特通過輸入信息與輸出信息的對比，考察在一個具體的把關(guān)環(huán)節(jié)上，信息是怎樣被過濾被篩選的。 輸入信息輸出信息=把關(guān)過濾信息 輸入信息 門區(qū) 輸出信息 2、懷特記錄一位編輯一周收到的全部稿件及用稿情況： 收到來稿11910條，用稿件1297條，大約90%被把關(guān)，只有10%左右被選用,N,N,N1,N2,N3,N4,N1,N4,N2,N3,M,門,受 眾,懷特把關(guān)模式,懷特把關(guān)模式的缺陷,該模式只是對新聞信息取舍過程的一種簡單概括，它指出了經(jīng)過大眾傳媒這道關(guān)口，某些信息得到入選，某些新聞遭到舍棄這

3、一事實，但并沒說明哪些新聞會得到入選，哪些新聞會遭到舍棄，而這個問題才涉及把關(guān)過程的實質(zhì)。 將把關(guān)人當(dāng)作一個孤立的因素來考察，過分強調(diào)把關(guān)人的獨立權(quán)限，忽略了社會因素對把關(guān)人的制約。,E,R,S1,S2,S3,S4,S5,S6,C1,C2,C3,C4,C5,C6,各種 事件,新聞 受眾,C：把關(guān)人 S：新聞,麥克內(nèi)利（McNelly）的把關(guān)鏈模式,麥克內(nèi)利的把關(guān)鏈模式評述,該模式顯示了各項國際新聞在由新聞源傳向受眾的過程中是如何通過多個個體“把關(guān)人”的。 優(yōu)點： 1、整個信息流通過程中存在著一條有許多關(guān)口組成的把關(guān)鏈； 2、表現(xiàn)了新聞是如何進入下一關(guān)口的，它既可能代替已經(jīng)存在的新聞項，也可能與

4、它們并為一體。 缺點：把每個把關(guān)人及其作用都等同了，不分主次,新聞 事件,新聞采集者,新聞 稿件,新聞加工者,新聞 成品,第一階段,第二階段,比如： 作者 記者 當(dāng)?shù)鼐庉?比如： 編輯 改稿人員 翻譯,巴斯（Bass）的“雙重行動模式”,對巴斯把關(guān)模式的評述,巴斯雖然著眼于個體“把關(guān)人”，但他認(rèn)為，只有在新聞組織機構(gòu)內(nèi)的個體活動才有意義。 他提出新聞“把關(guān)人”的“把關(guān)”功能不盡相同。 巴斯將個體“把關(guān)人”的研究從懷特對單個新聞加工者的研究拓寬為對明顯分為兩類的多重“把關(guān)人”的研究。,影響傳播者把關(guān)的因素,政治法律因素：社會政治制度決定傳播制度 經(jīng)濟因素：經(jīng)濟控制遠比政府的控制影響大 社會文化因

5、素：社會價值體系和文化開放程度。J.魯爾中國打開了電視 信息自身的因素：信息價值 組織自身的因素：要求、規(guī)范、傳統(tǒng) 受眾因素：社會需要、受眾結(jié)構(gòu) 技術(shù)因素：條件 傳播者個人因素：世界觀、個性、水平,“把關(guān)”過程的實質(zhì),大眾傳媒的新聞或信息生產(chǎn)與傳播并不具有純粹的“客觀中立性”，而是依據(jù)傳媒的一定立場、方針和價值標(biāo)準(zhǔn)所進行的一種有目的的取舍選擇加工活動； 新聞和信息的選擇受到媒介經(jīng)營目標(biāo)、受眾需求以及社會文化等多種因素的制約，但與媒介方針和利益一致的內(nèi)容更容易優(yōu)先入選； 傳媒的把關(guān)是一個多環(huán)節(jié)、有組織的過程，其中雖也有編輯、記者個人的活動，但在媒介內(nèi)部控制機制的作用下，個人因素所起的作用是有限的

6、?！鞍殃P(guān)”過程及其結(jié)果，在總體上是傳媒組織的立場和方針的體現(xiàn)。,FCC：Regulating Broadcasting,Because we the public own the airwaves, our government acts on our behalf to decide who gets a license to broadcast over certain frequencies, and whether or not, after a time, they can renew that license. The governing body, the FCC, doesnt

7、 make laws but rather interprets them, and one of its biggest jobs is to continually interpret the concept of “operating within the public interest” in both the technical and overall programming areas. In 1960 the FCC introduced the idea of localism, which said programs with local talent, aimed at l

8、ocal self-expression, are necessary elements in serving the public interest.,FCC Regulatory Powers,If a radio or TV station violates FCC regulations, the agency has several ways to help enforce the rules: fine a station up to $250,000 put a license renewal on probation, usually a year revoke or fail

9、 to renew a license,Regulating Cable TV,Cable TV has had a history of on-again, off-again regulations, but the latest regulations arose due to widespread consumer complaints against rising fees and poor service; in response, Congress passed the Cable TV Act of 1992, which re-instated the FCCs power

10、to regulate cable fees and services, of which there were two important consequences: Most consumers saw their monthly cable rates go down. The Supreme Court held Congress could pass laws which guaranteed a free flow of information couldnt be restricted by a private firm that controlled the means of

11、transmission,1996 TELECOMMUNICATIONS ACT,First major overhaul of communication laws in 60 years, and it affected every industry regulated by the FCC. Key provisions: no limit on the number of stations that can be owned by one company, except that they couldnt own more than eight stations within one

12、market no limit on number of TV stations that can be owned as long as they dont reach more than 35% of nations TV homes extended the term of broadcast licenses to eight years,1996 TELECOMMUNICATIONS ACT,allowed phone companies to enter cable field, vice versa deregulated the rates of many cable syst

13、ems mandated new TV sets be able to block programs with strong sexual or violent content (the so-called V-Chip) ordered TV industry to come up with a voluntary system to rate programs with violent, sexual, or indecent content,Theories of the Press,Authoritarian Theory The ruling elite should guide t

14、he masses. Truth (read “power”) flows from the top down; it was a system founded on the principles of Divine Right and fostered a paternalistic attitude toward the masses. Libertarian Theory Directly opposite authoritarian beliefs, this system assumes people are intelligent creatures who are perfect

15、ly capable of making up their own minds about their affairs given accurate and complete accounts of the news. Government exists to serve the individual, and it serves best when it serves least.,Theories of the Press,Social Responsibility Theory contends the press has a right to criticize government,

16、 but also has a responsibility to preserve democracy by properly informing the public and by responding to societys needs and interests. The Communist Theory says the media are owned by the people and operated through the state, the purpose being to support the Marxist system and the Communist party

17、. The Developmental Theory holds government can mobilize the media to serve national goals in times of economic and social development needs, such as raising literacy levels, political integration, economic self-sufficiency, and the eradication of disease.,Media Control and Ownership,Type A Type B P

18、UBLIC Radio/TV in Western| Communist countries European countries | Radio/TV in many | developing countries Ownership_ Type C| Type D | Western Europe press| Press in several Latin PRIVATE media in U.S.A.| American countries private European radio/TV DECENTRALIZED CENTRALIZED Control,Examples Of Foreign Media Systems,The media systems in the next three example countries show the varying influences that economics, culture,