What is the theory of media environment, the theory of media effects in the new media environment?

Categories: Education, Science, >> Science & Technology.

Problem description: What method is used to conduct research? What are the main theories?

Analysis: It turns out that there is a theory of subcutaneous injection, that is"* Reaction theory"

There are also theories that the effect of propagation is not as strong and effective as that of the front, and that the process of propagation is affected by various physical (such as environmental factors) and psychological conditions. Moreover, there are advertising theories that people's reception of information is sometimes numb, sluggish, or even semi-receiving.

In addition, people are selective about receiving information, and tend not to accept information that is contrary to their own views and preconceptions, thinking that it is wrong, or even forgetting it as soon as possible.

In the new media environment, the main characteristics that distinguish it from the old ** are interactivity, the characteristics of individual, and more people enter the role of communicators as communication individuals; The richer and more complex information, and the question of the trustworthiness of the information, etc.

The research methods are all empirical research anyway, and there are only a few methods, and there is no change. In short, it includes literature analysis research, qualitative **ysis (qualitative analysis), quantitative **ysis (quantitative analysis) and so on. Operationally, you can choose the text for analysis, select the crowd for sampling, do a questionnaire, or do an interview, or do behavior observation, or use a group discussion mode.

Communication media has two meanings: one refers to the means of transmitting information, such as **, computers and networks, newspapers, radio, television and other communication technology-related; The second refers to organizations or institutions engaged in the collection, selection, processing, production, and transmission of information, such as newspapers, radio stations, and television stations. On the one hand, the degree of development of the media as a technical means determines the speed, scope and efficiency of social communication. On the other hand, the system, ownership relationship, ideology, and cultural background of the media as an organization determine the content and tendency of social communication.

Hello, environmentally designed media: "The media is not a gender-neutral, transparent and valueless channel, but simply a chain of data or information from one place to another. In fact, the inherent material structure of the medium and the symbolic form of the shack boy play a prescriptive role, shaping the 66 what (shen me) information is encoded and transmitted.

One refers to the means of transmitting information, such as computers, networks, newspapers, radio, television and other communication technology-related; The second refers to organizations or institutions engaged in the collection, selection, processing, production, and transmission of information, such as newspapers, radio and television stations, etc. On the one hand, how the degree of development of the media as a technical means determines the speed, scope and efficiency of social communication. On the other hand, the system, ownership relationship, ideology, and cultural background of the media as an organization determine the content and tendency of social communication.

Answer]: The media ecological environment (communication environment) refers to the surrounding conditions in which the news media live, which can affect their communication behavior and communication effect. In other words, the media does not exist in isolation, as an organic part of society, it also has a close relationship with other social systems (such as politics, economy, culture, etc.), and there are various elements within the media system that are interrelated and mutually restrictive, and the sum of this internal and external relationship is the media ecological environment (communication environment).

The media ecological environment (communication environment) includes both the internal environment and the external environment. The internal environment refers to the living conditions of the media within its own scope, including the operation process of the media, the operation and management of the media, etc. The external environment refers to the living conditions of the media outside its own scope, including the level of development of social productive forces, the political and economic system, and the laws and policies disseminated.

The advantages and disadvantages of the media ecological environment (communication environment) will play an important role in the propagation process and propagation effect.

The main points of Merovitz's theory are: (1) Context should be treated as an information system. He argues that the information environment created by the media is as important as the natural (physical) environment in which people express their behaviour (specific locations such as bedrooms, auditoriums, parks, etc.); Access to information should be taken into account and considered a key factor in determining situational boundaries.

2) Each unique behavior requires a unique situation. Meyrowitz argues that for every social situation, people need a clear boundary, because people need to play their role consistently; The separation of different contexts makes different behaviors possible. He reminded that people tend to follow the boundaries of a situation"Who and what are in a particular situation"This is the way to think about it.

In his analysis of the situation, Meyrowitz said that when two or more different situations overlap, the situation confuses different social roles and makes people confused and overwhelmed. If a calm, skilled doctor discovers that a patient who needs major surgery is a relative whom he has not seen for many years, he may find it difficult to maintain his sedation during the operation, and it is not appropriate for him to perform the surgery. (3) Electronic media have facilitated the merger of many old contexts.

This is another major point of Merovitz's point. He pointed out that with the popularity of electronic communication media, the situational form is changing due to the simplicity of their communication**. For a long time, print media required basic literacy skills, but electronic media was very different.

The electronic notation of the television shows the daily life"See, listen to the image"People don't have to be able to watch simple TV shows before they can watch them. Merovitz concludes that people's social roles are also changing as a result of the changes in the form of social situations caused by electronic media. Social roles that used to be clearly defined are now blurred and blurred.