From the perspective of media studies, what are the characteristics of oral communication and litera

First, spoken language relies on the vocal function of the human body to transmit information, and due to the limitation of human body energy, spoken language can only be transmitted and communicated at a very close distance.

Second, the phonetic symbols used in spoken language are a fleeting thing, which is poorly recorded, and the preservation and accumulation of spoken language information can only rely on the memory of the human brain.

When it comes to communication, there are several key concepts to consider, including communicators, communication content, communication media, and audiences. These concepts are very important in the Introduction to Publishing and Communication course to help us better understand the communication process.

1.Communicator: A communicator is a sender of information who is responsible for producing and sending a message, such as a news reporter, ad copywriter, speaker, etc. The purpose of a communicator is to convey a message to an audience in order to influence their attitudes, behaviors, or ways of thinking.

2.Communication content: Communication content refers to the information sent by the communicator, including text, images, sounds, etc. The content must be meaningful, valuable and engaging in order to arouse the interest and attention of the audience.

3.Communication media: Communication media refers to the channels or methods of information transmission, such as newspapers, magazines, television, radio, the Internet, etc. The choice of media affects the reach, speed and size of the message.

4.Audience: An audience is the person who receives the information and they react to the message, such as readers, listeners, viewers, etc. Your audience's background, interests, and needs can influence their understanding and response to information.

The relationship between these concepts can be expressed by the equation that the communicator delivers the communication content to the audience through the communication medium. In this process, communicators need to understand the needs and interests of their audience in order to produce meaningful communication content and deliver the message to their audience through appropriate communication media.

At the same time, the audience will also respond to the content of the communication, thus forming a feedback loop that helps the communicator to continuously improve and enhance their communication effectiveness.

The medium of communication refers to the material entity between the communicator and the receiver that is used to load, transmit, extend and expand specific symbols, and has the characteristics of substance, intermediary, load, reduction and expansion.

4. What are the scales and criteria for comparing media of different natures?

1. Analytical scale of spatiotemporal bias.

2. Analytical scale of participation.

3. Propagation speed.

4. Retention time.

5. Media prestige.

6. Propagation process.

Relationship: 1. The audience is the recipient of media information. Disseminating information is the most important and important function of the media, which provides information to the audience to meet its own survival and development, and is in the eternal changes and social relations of the objective world.

The audience in real needs also urgently needs to understand the latest news facts (i.e., information) through the media to meet their own needs for survival and development.

2. The audience is the consumer of media content. This is done by the information industry of our news media.

As an enterprise, the media aims to pursue profits, and the way to pursue profits is to win audiences.

3. The audience is the ultimate appraiser of the media effect. The size of the effect and the function of the media are ultimately reflected by the number of audiences it strives for, so the media all pay attention to the distribution rate, listening rate and viewership rate.

And only by winning the largest possible audience can we bring huge advertising profits to the media.

4. The audience is an active participant in the media. On the one hand, the audience has direct contact with the media through letters, visits, participation in radio and television programs, etc., or provides news clues to the media, or expresses opinions and suggestions, or enriches the content and connotation of the media itself. On the other hand, through abstract methods such as distribution rate, listening rate, viewership rate, and audience survey, the audience indirectly influences the adjustment of the news media's policy and business work, and gives feedback to the news media to make efforts to adapt to the needs of the audience. Mass line.

It is the journalistic undertaking of our country.

The development of the media is inseparable from the audience, and the media should also learn from the audience and constantly enrich and improve themselves.

5. The audience is the target of media propaganda content.

6. The audience is the service object of the media. The purpose of China's news media is to serve the people wholeheartedly, and the people's interests have always been the starting point and ultimate destination of China's news media.

7. The audience is a citizen with legal rights in front of the media. The audience is the citizen, which is the audience view of all state-run and public-run media. Citizens have certain rights granted by law, such as the right to know.

The right to expression, the right to criticize and suggest, and the right to supervise. In their news activities, the media should provide a platform for the audience to exercise these rights on the premise of not undermining the above-mentioned rights of citizens, and consciously accept criticism and supervision from the audience. Impact:

The habits of the audience will change the way the medium is communicated. Such as the recent CCTV survey of Are You Happy?

First of all, ** is to finally reach the hands of consumers, consumers selectively buy, so that the audience's preferences directly influence, specifically in the impact of content (such as people's instinct to watch, violence, gossip, **** to make efforts in this regard); Second, ** will form an interactive audience, the audience means, correct themselves, in fact, also for sales, personal feelings. Regular recommendation to go to the first floor.

Learn a little bit of journalism and communication every day.

The medium is an extension of the person.

Proposed by McLuhan in Understanding the Medium: An Extension of Man. He believes that all media are an extension of the human senses, or an extension of a certain function of human beings.

Print media is an extension of vision, radio is an extension of hearing, and television is a comprehensive extension of audio-visual sense, or an extension of the central nervous system of people. However, the extension of different organs will bring about an imbalance in the overall sensory organs of the person, and other organs can only withstand this intensity with the help of numbness and blockage of the sensory channel, that is, "extension means amputation". And only when the whole human body is extended (e.g., electronic media) will society enter an ideal state.

It illustrates the social impact of different media of different natures, but the theory is not the conclusion of rigorous scientific investigation, but a speculative inference based on insight.

The medium is the message.

2018 Master's Degree Proposed by McLuhan in "The Media is the Message", he believes that the most essential thing for a communicator is not the expression of content, but the medium itself. The medium itself is the content of communication, and the content is also a medium, and it is very reluctant to separate the medium from the information. Its views are mainly clarified through two levels: "function" and "effect".

At the level of the functional role of media technology, he believes that the "content" of any medium is always another medium, for example, the content of a film is **. At the level of effect, he believes that once a new medium appears, no matter what kind of message content it transmits, this medium itself will cause changes in human social life and social structure. In this sense, the medium itself represents the information of a certain era, and the medium is the message.

Hot and cold mediums. The hot medium is the clear medium, such as **, **, etc. It has a high level of clarity and completeness, and the recipient can understand it without mobilizing too many senses and mental activity, and it is "hot" in itself, and people do not need to do "warm-up exercises" while processing information.

Cold media, on the other hand, is a blurred medium, such as comics, text, etc. It has a low degree of clarity and completeness, and the recipient needs to mobilize more sensory and mental activities to cooperate and actively participate in understanding. And McLuhan also extended his view of social history, arguing that developing countries are "cold" and developed countries are "hot".

However, McLuhan's distinction between "hot and cold media" is slightly biased (e.g., the division between television and film) and lacks a distinction between academic norms. Although it has been criticized, it still gives us a revelation: different media act on people in different ways, and the psychological and behavioral responses they cause are also different.

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Pay attention and don't get lost.

I'm Moo, a journalism and communication learner.

The dilemma of the dissemination of classic works in the new ** environment mainly includes the following aspects:

1.Changes in the audience: In the new environment, the reading habits and preferences of the audience have changed, and people prefer fast, concise and intuitive information presentation, and there is relatively little reading demand and interest in the classic school of filial piety, which leads to great challenges in the dissemination of classic works in the new environment.

2.Information overload and fragmentation: With the development of information technology, people's access to information has become more extensive and convenient, but at the same time, it has also brought the problem of information overload and fragmentation.

In this case, classic works need to stand out in the massive amount of information and attract people's attention, but it is often difficult to achieve effective dissemination because of the large amount of information and the complexity of information.

3.Advertising and commercialization: In the new environment, advertising and commercialization have become one of the main ways of information dissemination.

In the process of dissemination, classic works need to compete with commercial communication, which makes the cultural connotation and value of classic works neglected, or even distorted and distorted.

In response to these predicaments, we need Yunji to adopt corresponding strategies to promote the spread of classic works in the new ** environment:

1.Strengthen the publicity of traditional works: Although the new ** has great advantages in dissemination, the dissemination of traditional ** is still indispensable, and the dissemination of classic works can be increased through the promotion of traditional **.

2.Innovative communication methods: It is possible to attract the attention of young people through innovative communication methods, such as presenting classic works in the form of comics, animations, games, etc., to make them more acceptable to young people.

3.Strengthen education and training: In school education, the education and cultivation of classic works should be strengthened, and the cultural literacy and reading level of students should be improved, so as to increase the audience of classic works.

4.Promote cultural value: In the dissemination of classic works, the cultural value and connotation should be emphasized, and the commercialization and advertising of classic works should be avoided, so as to ensure the original flavor and cultural value of classic works.