Methods for Feedback Types in Mass Communication 5

In the early research of copy communication, the communication effect was a strong effect, and the representative theory was "magic bullet theory" or "bullet theory", which means that mass communication has a very great effect just like a bullet fired at the audience.

Later, this theory was proved to be wrong, and then changed to the "limited effect theory", that is, the effect of mass communication is limited and not as powerful as imagined. See Lazarsfeld, Hovland, et al.

After entering the 70s, effect research developed to a new stage, called "moderate effect theory", such as agenda-setting theory, silent spiral theory, and so on.

The effect of communication is divided into three levels, the cognitive layer, the consciousness layer, and the action level, the limited effect theory is aimed at the human action level, and the moderate effect theory is aimed at the cognitive level. In other words, mass communication has a strong effect on people's cognition, but may not have much effect on the action level.

It refers to the method and process of disseminating information about Yixiao Zishu through newspapers, magazines, radio, movies, television, the Internet and other clever mass media.

It can be said that the various popular phenomena of popular culture in modern society, which are changing and fluctuating, are exactly the specific portrayal of the psychological and behavioral characteristics of "anesthetizing people". The "social anesthesia" of the media is a problem that cannot be underestimated, and it is the most influential of the negative effects of mass communication. Through the operation of the market, the modern media intervenes in social power and influences the social system, and acts on the personality and mind of modern people.

Therefore, in the process of developing the cultural industry, we need to seriously consider how to strengthen the norms of the system and the guidance of culture, so as to avoid the negative social impact that the media may bring about as much as possible. At the same time, it is important not to blame the media itself for these social ills, while ignoring many social and man-made factors.

Dysfunction of Mass Communication: Merton, an American sociologist, proposed the important concept of "dysfunction" as opposed to "function". It refers to observable results that are not conducive to the adaptation or adjustment of a particular system.

In mass communication, under certain conditions, if it is abused by social groups or individuals, some of the functions of the hand-held broadcast will be damaged and produce negative negative consequences, which is the dysfunction of communication. (Functional and dysfunctional functions, explicit and implicit functions, are two different sets of concepts, with the former emphasizing whether they are beneficial or detrimental to the social system, and the latter emphasizing whether they are perceived and expected by the members of society.) ）