What are the stages of communication effect research? What are the representative studies of each, u

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The development process of communication effect research has gone through four main stages:

Magic bullet effect theory, magic bullet theory.

Opinion: Also known as the "hypodermic injection theory". It's a view that the medium has a powerful effect.

Its core content is that the media have an irresistible and powerful force, and the information they convey is like a bullet hitting the body and injecting a drug into the recipient, which can cause a direct and quick response, and they can influence people's attitudes and opinions, and even directly control their actions.

Limited Effect Theory.

Opinion: Some communication scholars have begun to put forward the "limited effect theory" or "moderate effect theory" of communication. This theory argues:

In many cases, the tools of mass communication do not directly change an individual's opinions, attitudes or behaviour and therefore should not be directly responsible for crime or other undesirable social phenomena.

In the 60s of the 20th century, some social psychologists in the United States further put forward the view of "stubborn communication objects", believing that the audience is not a completely passive and passive "target" in the process of communication, but an active and active participant.

Moderate Effect Theory.

Opinion: Although mass communication does not have as direct and immediate effect on the audience as the gun theory thinks, it is not as bad as the limited effect theory, it still has a certain impact, and this impact should be measured from the perspective of the audience, and measured from the long-term effect.

Powerful Effect Theory.

Viewpoint: The powerful effect theory re-emphasizes that mass communication has a huge effect, but unlike the gun theory, the powerful effect theory emphasizes that the effect is not simple and direct, but complex and indirect; It is not short-term and immediate, but long-term and imperceptible; Not microcosm, individual, but macrocosm, social.

Two meanings and three levels of communication effect research:

Double meaning.

It refers to the changes in the psychology, attitude, and behavior of the recipient caused by the act of communication with persuasive motives. From this point of view, the communication effect refers to the extent to which the intention or purpose of the communicator is achieved by the smuggling communication activity.

Regardless of whether the communicator has the intention to disseminate or not, the communication activities they engage in will always be accompanied by a variety of results. From the perspective of the canopy, the transmission effect refers to the direction and extent in which the recipients have been affected by the communication activities, and have strengthened or changed their attitudes and behaviors.

Three levels.

It is not only reflected in the specific micro communication process, but also in the comprehensive macro social communication process.

Cognitive-level effect: It acts on the perception and memory system, causing an increase in people's knowledge and a change in knowledge composition.

Psychological and attitudinal effects: acting on perceptions or value systems, causing changes in people's mood or feelings.

Effects at the behavioral level: From cognition to attitude to action, it is a process of accumulation, deepening and expansion of effects.

The above content refers to Encyclopedia - Communication Effect Research.

Quantitative analysis and qualitative analysis of communication effect are the two basic methods to study communication effect, and it is also an important issue in the current communication circles, whether it is theoretical communication, applied communication and various sub-disciplines, we should pay attention to the study of communication effect, and should pay attention to the application of these two basic methods, which is a new topic facing the development of communication science. If these two methods are used well, communication studies will develop more rapidly, and new applied communication and its sub-disciplines will be developed in a wider range of fields. Otherwise, it will just stay at the existing level.

According to the principle of not advancing or retreating, there will be a crisis in the new discipline of communication that has just emerged in China, and this phenomenon has appeared in the developed countries of the West, and we should attach great importance to it.

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I am glad to answer for you: What are the aspects of the communication effectA: Hello, the changes in the amount of knowledge and knowledge composition caused by external information acting on people's perception and memory system belong to the effect of cognition; The changes in emotions or feelings caused by the action on concepts and consciousness belong to the effects at the psychological and attitudinal level; These changes are externalized into people's words and deeds, that is, they become effects at the level of action.

There are two basic aspects of communication effect research: one is the analysis of the micro process of individual effects; The second is the analysis of the macro process of social effects. These two aspects of research are based on a hierarchical understanding of the effects of communication.

History shows that the effect of each medium on its recipients exists from the moment it emerges. However, it is only in recent years that observers have systematically analysed the impact of the media on individuals and societies, as well as their specific role. In short, the study of communication effect is the study of the quality and quantity of the effect of communication behavior, and the history of communication effect research is indeed very short, but it has been a difficult and tortuous journey.

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The study of communication effect has gone through three historical stages: (1) the early "bullet theory". During the First World War, the remarkable power of propaganda drew early attention to the effects of mass communication.

In the 20-30s of the 20th century, the popular view was that mass communication had a strong influence on the audience, and in the face of powerful mass communication, the audience was the target and could not resist the shooting of information bullets; (2) With the deepening of communication research, in the 40s and 60s of the 20th century, the bullet theory, which absolutized the communication effect, was rejected by the new limited effect theory. During World War II, a series of studies, represented by Hovland's study of the army and Lazard's study of elections, concluded that the influence of mass communication was extremely limited. Communication is the process of communication and interaction, and the audience is an individual with different personalities and specific backgrounds, not a target that falls in response to the voice; (3) After the 60s and 70s, there was a trend of affirming the effect of mass communication, and the theory of moderate effect and strong effect appeared in the study of the effect of mass communication. From the perspective of the audience, these new theories explore the potential, long-term effects of communication, and place the communication process in the overall socio-cultural environment into a macro analysis of the pluralistic debate.

The main reason why communication effect research has occupied the mainstream position of communication research for a long time is that for a long time, the mainstream of communication research has been empirical research of American empiricism. The purpose of empirical research is to maintain the existing communication system, promote the better operation of the existing communication system, and serve to maintain the functioning of society and avoid chaos. In this context, it is not surprising that communication research as a whole focuses on effects research.

Because the achievement of a certain expected effect is the sign of successful communication, and communication without positive effect can only be a failed communication. From the perspective of promoting the success of communication, empirical research should naturally put the study of effect in the first place of research, and strive to explore the influencing factors to achieve positive effects, improve communication efficiency, and achieve the expected goals of communicators. This state of affairs has dominated the study of communication for a long time.

With the in-depth development of critical research, research from other perspectives has gradually been emphasized, which has changed the mainstream status of effect research to a certain extent, and promoted the diversification and progress of communication research as a whole.