1.Opinion Leaders
Active in information networks, have many information channels ,so they can often provide information and advice for others and can influence others. 2.The Spiral of Silence
For a controversial issue, people will watch the \of opinion\before they make comments . judging their opinion whether the \in the \, it will tend to boldly express this opinion; when found his views are \ they often remain \are not well accepted, thus a result, the more they tend to remain silent. Repeated several times, they form representing \and more powerful, while holding \of people sound more and more weak, such a cycle, forming a \other more and more silent spiral down the process. \3.Gatekeeper
Lewin was first proposed this idea.
The information was screened and filtered by communicator. Communicators decide what we can see and how we can see . 4.Selective exposure hypothesis
Audience in the contact information of the mass media is not
indiscriminate, but more willing to choose the contents that are the same or similar to their opinion, and for the contents of this confrontation or conflict, there is a tendency to avoid. 5.Knowledge Gap Theory
Because the people who have higher economic status is usually much faster to get information than those of low socioeconomic status, therefore, the more information is transmitted by the mass media , the knowledge gap between the two types of people is more tend to expand. 6.Agenda Setting Theory
Mass media report an issue or not directly affect people's perception on the subject.
Mass media highlights an issue will cause people to pay more attention to the issue.
Mass media on a range of topics give different levels of coverage according to a certain order of priority, it will affect people’s judgment about importance of these issues . 7.Magic bullet theory
The message sent by the mass media is like a magic bullet, but the audience as the target without protection ,so the audience can easily be knocked down by the message sent by the mass media.
The theory is that mass media have powerful force which can directly affect audience.
Text One An Introduction to Communication
ii) Key Words & Expressions: communication n. 传播 journalism n. 新闻学
transfer n.& v. 传递，迁移 information n. 信息
circulation n. 流通，运行，循环，传播 convey v. 传送，传递 feedback n. 反馈，反应
medium n. 媒体，媒介，中介
II. Text Study
STUDY PREVIEW communication is an important word in our today’s academic study in journalism, sociology, psychology, economics & politics. It’s also heard more & more often in our daily life. So what is communication? Communication:
The transfer of social information & the circulation of social information systems. Social:
When we say “communication” in our study, we usually mean human communication, not animal communication; a “communication” happening in a society, not in other environments such as natural, physical or biological ones. Why we study “human communication”?
Communication is the tool that makes societies possible. It is no accident that communication and community have the same word root.
传播学经典理论英文翻译
