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Jingdong book

新闻与传播学译丛·国外经典教材系列：大众传播效果研究的里程碑（第3版）

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Jingdong book

新闻与传播学译丛·国外经典教材系列：大众传播效果研究的里程碑（第3版）

Name: 新闻与传播学译丛·国外经典教材系列：大众传播效果研究的里程碑（第3版）
Brand: Jingdong book
SKU: 3101002321
Price: 41.16 USD
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Content Description

《大众传播效果研究的里程碑》对于大众传播经验研究的历史采取了十分特别的叙述方式。其独特之处在于，它用“里程碑”将这一领域的历史组织在一起。何为“里程碑”？这个词来源于古时候人们放在道路（如罗马的阿皮安路）沿线的石头，这些石头用来告诉行人他们已经走了多远，还需要走多久才能到达最终的目的地。而书里的14个里程碑则给读者提供了一幅关于大众传播研究所走过的“学术路线图”。对于大众传播的初学者来说，这本书回答了这样一些问题：我们来自何处？我们是如何到达这里的？我们在哪里？我们将向何处去？

Author Description

希伦·A·洛厄里，目前是佛罗里达国际大学的礼会学教授、研究员、著名学者。与梅尔文·L·德弗勒合著的教材《大众传播效果研究的里程碑》被誉为传播学效果研究著作中的经典。
梅尔文·L·德弗勒，华盛顿犬学社会心理学博士，其士论文所涉及内容即本书里维尔项目中传单扩散实验的一部分。长期从事社会心理与大众传播研究，许多著作成为传播学经典教材。主要著作有：《人类学传播基础》（与普拉克斯合著，1997年第2版），《大众传播效果研究的里程碑》（与希伦·A·洛厄里合著，1995年第3版），《大众传播理沦》（与波尔一洛恭奇合著，1989年第5版），《大众传播通论》（与丹尼斯合著，1988年第6版），《信息的扩散》（论文，1988年），《传播流》（与拉尔森合著，1987年第2版）。目前任波士顿大学大众传播、广告与公共关系系任教。

Comments

本书之所以与众不同，足凶为它是由大众传播领域重要的研究者和理论家共同完成的。本书对重要的研究思潮和具有巨大历史意义的调查研究进行了全面的理论阐述，对这些问题的叙述态度严肃，文字优美。
——Benita Diltey
丹佛，科罗拉多大学
本书清楚地告诉我们，大众传播理论和研究确实是针对“真实世界”的一种努力
——Margaret J．Haefner
努马，伊利诺伊州立大学

Catalogue

第1章调查：理解大众传播的基础
里程碑是如何选出的
大众传播研究的非系统性发展
“大众社会”概念的形成
作为起点的魔弹论
研究工具的进步
研究开始

第2章佩恩基金研究：电影对儿童的影响
佩恩基金研究概述
社会态度、一般行为和青少年犯罪行为的研究
结论和启示

第3章火星人入侵：广播使美国陷入恐慌
《空中水银剧场》和《世界大战》
调查
结论和启示

第4章人民的选择：政治宣传中的媒体
调查的程序
结果
结论和启示

第5章日间广播连续剧的听众：使用与满足
一个研究领域的开始
广播研究室
比较听众和非听众
收听产生的使用与满足
结论和启示

第6章艾奥瓦杂交玉米种研究：创新的采用
创新：社会变迁的基础
农村社会学的贡献
杂交玉米种在艾奥瓦两个社区的扩散
启示
结论

第7章电影实验：第二次世界大战中对美国士兵的说服
战争中的国家
电影效果评估研究
其他的说服研究
结论和启示

第8章传播与说服：寻找魔力要素
研究计划
实验及发现
结论和启示

第9章个人的影响两级传播
个人的作用：对新思路的需求
意见领袖的迪凯特研究
发现
结论和启示

第10章里维尔项目：作为最后一种诉求媒介的传单
传单：最后一种可用的媒介
里维尔项目
信息重复实验
结论和启示

第11章儿童生活中的电视早期研究
研究计划
发现
结论和启示

第12章新闻的议程设置功能：思考什么
假说的发展
夏洛特研究
结论和启示

第13章暴力与媒体：动荡的年代
媒体特派小组报告
研究发现
结论和启示

第14章卫生局长报告电视与社会行为
研究报告概述
批评的大爆发与参议院听证会
结论和启示

第15章电视与行为年的进展
研究项目及报告的组织
作为攻击诱因之一的电视暴力
亲社会行为
电视在认知方面的影响
对个人及社会的其他影响
结论和启示

第16章里程碑的启示
回头看：对主要发现的回顾
由里程碑发展而来的焦点理论
索引
译后记

Book Abstract

个人影响调查所研究的4个话题，住在迪凯特的人在日常生活中经常会遇到：为家里购买什么物品，如何选择时装，看什么电影，在公共事件或争论中相信什么、做出什么样的选择。前面所讨论的3个特点被作为理论框架，以追寻这些由不同类型的意见领袖产生的个人影响，它们流向在这4个话题中寻求建议和解释的那些人。
研究者发现，他们所研究的妇女经常会就新产品、不同品牌的质量或价格相互请教。实际上，约有一半的受访者在6月和8月的访问中说她们曾用新产品或新品牌代替她们原来一直使用的产品或品牌。在这方面个人的影响大有用武之地。研究的任务就是调查这种影响是如何从一类人流动到另一类人那里的。为了分析市场消费决策中谁影响了谁，他们依次考查了她们的社会地位、生命周期和合群性等方面。
一个社会地位较高的妇女不一定就在消费方面拥有丰富的经验。虽然看起来声望较高的人的建议可能会产生“向下滴流”效果（“trickle-down”effect），但是通过调查每个社会阶层自称在消费方面为别人提过建议的妇女所占的比例，研究者们发现，结果并没有支持“向下滴流”效果。各个阶层的消费意见领袖所占的比例都差不多：在社会地位较高的妇女中，大约27％的人自称在消费方面给别人提过建议；而在社会地位中等和较低的妇女中，则分别是24％和21％（其差异并不具有统计显著性）。也就是说，较高的社会地位似乎并不一定明显增加一个人成为意见领袖的机会。按卡兹和拉扎斯菲尔德的说法，市场消费影响是水平的。

Introduction

当前，在美国以及其他一些国家，传播研究已经进入了发展与成熟的阶段，研究者和学习者们为了理解未来，必须回顾过去。在美国每年颁发的近100万个学士学位中，有5万个（5％）颁给了传播学的各个不同研究领域的学生。这一数字在过去的10年间翻了一番。美国的大学自从1960年前将传播学研究制度化以来，已经成立了约2 000个传播学院系。在已过去的20世纪里，美国的大学没有比这更重要的革新了。
传播学的研究领域形成于第二次世界大战期间，在战争危机中，许多顶尖的社会科学家为联邦政府机构工作。威尔伯·施拉姆离开了艾奥瓦大学而为“事实与数字办公室”即后来的“战争情报办公室”工作。1943年，他又回到原来的大学，开始实施世界上第一个传播学博士培养计划，从而把在华盛顿创造出来的新领域付诸实践。这一事件成为传播学经验研究发展的转折点。

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