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1、透视国际传播透视国际传播 4 4：国际传播的理论国际传播的理论国际传播学 之三北京语言大学 新闻系 郭之恩 传播理论的出现 圣西门 斯宾塞 二战后的国际传播理论：政治经济研究（political-economy approach ）文化研究（cultural studies）the question of powerthe polysemic textsVScommunication is an instrument of control by ruling classthe potential for readers to generate their own meanings传播政治经济研
2、究 The class which has the means of materials production has control at the same time over the means of mental production so that, thereby, generally speaking, the idea of those who lack the means of mental production are subject to it Insofar, therefore, as they rule as a class and determine the ext
3、ent and compass of an epoch, it is self-evident that theyamong other thingsregulate the production and distribution of the idea of their age; thus their ideas are the ruling ideas of the epoch.文化研究 how media texts work to create meaning (on the basis of analysis of the texts themselves) how cultural
4、ly situated individuals work to gather meaning from texts (increasingly based on observation of media consumers)一、信息自由理论（free flow of information ） 民主、言论自由、传媒的“看家狗”角色服务于西方国家的政治和经济目的价值观市场二、现代化理论（Modernization Theory） 国际传播是第三世界国家发展与现代化过 程中的关键 大众传媒有助于传统社会的转型 丹尼尔勒纳 传统社会的消逝The Passing of Tradition Societ
5、y contact with the media helped the process of transition from a “traditional” to a “modernized” state, characterizing the mass media as a “mobility multiplier”, which enables individuals to experience events in far-off places, forcing them to reassess their traditional way of life. Exposure to the
6、media made traditional societies less bound by traditions and made them aspire to a new and modern way of life. 宣韦伯 大众传媒与国家发展Mass Media and National Developmentmass media as a bridge to a wider world, as vehicle for transferring new ideas and models from the North to the South and, with the South, f
7、rom urban to rural areas. 1、to spread and ease the long, slow social transformation required for economic development, in particular, to speed and smooth the task of modernizing human recourses behind the national effort. 2、to encourage both personal and national aspirations, rouse people from fatal
8、ism and a fear of change.特 点： 1、top-down approachone-way flow of information 2、the definition of “development” 3、media as a neutral force 4、modern and traditional lifestyles were mutually exclusive.文森特莫斯可 the theory of modernization meant a reconstruction of the international division of labor amalg
9、amating the non-Western World into the emerging international structural hierarchy.世界体系理论（World System Theory） 伊曼努尔沃勒斯坦 Immanuel Wallerstein经济发展使得民族国家开始分层the logic of economic determinism：市场选择 Core Zone Semiperipheral zone Peripheral zonedominant but not along the rim, from one periphery nation to a
10、nother 传播帝国主义的基础 Galtung理论的核心：the identity of interests between the centre of the centre and the centre of the periphery六、电子殖民理论（Electronic Colonialism Theory ） 全球性殖民的四个时期：military colonialismChristian colonialismmerchant colonialismelectronic colonialism military colonialism Christian colonialism m
11、erchant colonialism electronic colonialism 表现： the dependent relationship of poorer regions on the postindustrial nations (established by the importation of communication hardware and foreign- produced software, along with engineers, technicians, and related information protocols), that establish a
12、set of foreign norms, values, and expectations that, to varying degrees, alter domestic cultures, habits, values, and the socialization process itselfInfluence attitudes, desires, beliefs, lifestyles and consumer behavior后果：this new information will cause the displacement, rejection, alteration, or
13、forgetting of native customs, domestic message and culture history文化再生产论（cultural reproduction theorists） foreign mass media as reproducing and socializing the populace of other nations into a knowledge system or frame of mind that will make them more compatible with or sympathetic to foreign ideas
14、and consumer values.电子殖民理论的意义 ECT focuses on the global media influence on how people think and act details the possible longterm consequences of exposure to these media images and messages to extend the powerful multinational media empires markets, power and influence to maintain political, economi
15、c and cultural control of their own history, images and national destiny. 文化传承的方式发生了改变：传统社会：家族、口耳相传现代社会：a shared media culturethe socialization process is hijacked by the media empires the early stage of a new “empire of the mind”.七、霸权理论（Hegemony） Louis Althusser Ideological State Apparatus 意识形态国家工具安东尼葛兰西（Antonio Gramsci） 狱中札记 Selections from the Prison Notebooks1、统治阶级与意识形态 、the dominant social group in a society has the capacity to exercise intellectual and moral direction over society and build a new system of social alliances to sup
