Day5 新传专业英语名词带背 | 传播学：效果研究
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新传专业英语名词带背 | 传播学：效果研究
（1）早期强效果理论
子弹论 bullet theory
魔弹论 magic bullet theory
皮下注射理论 hypodermic needle theory
潘恩基金会
“火星人入侵地球”
（2）有限效果论
★有限效果模式 limited effects model
人民的选择
伊犁调查
1940总统选举研究 research on the 1940 presidential election indicated that media influence on people’s voting behavior was limited by opinion leaders
两级传播理论 two-step flow theory
舆论/意见领袖opinion leader (people who initially consumed media content on topics of particular interest to them, interpreted it in light of their own values and beliefs, and then passed it on to opinion followers)
意见追随者 opinion follower
影响流influencing flow flow of influence
活跃的人群 active users
不活跃的人群 lesser active users
创新普及
信息流information flow
时滞 time lag
时间跨度 time span
说服性传播效果
卡尔·霍夫兰：Carl Hovland
态度改变理论
attitude change theory （how people’s attitudes are formed, shaped, and changed through communication and how those attitudes influence behavior）
信源可信性 the source credibility
传播者的可信度 credibility of the communicator
可信性提示 credibility heuristic [hjuˈrɪstɪk]
讯息 message
◆讯息的内容 the content of the message
一面提示 one-sided arguments/messages
两面提示 two-sided arguments/messages
失调理论
dissonance theory （when confronted by new or conflicting information people experience a kind of mental disorder, a dissonance）
选择性程序 selective process （people would consciously or subconsciously work to limit or reduce that discomfort through three interrelated selective process）
休眠效果/睡眠效应 sleeper effect
恐惧诉求（策略） fear appeal（tactics）/ / fear arousal theory
引发恐惧 arouse fear
减少或消除恐惧或威胁 reduce or remove the fear or threat
选择性理论（help people “select”what information to consume, remember and interpret in personally and idiosyncratic ways）
选择性接触 selective exposure / 选择性注意 selective attention
选择性理解 selective perception
选择性记忆 selective retention
劝服 persuasion
劝服传播 persuasive communication
个体差异 individual differences
社会性分类
social categories （such as religious and political affiliation）
（3）适度效果论
★适度效果模式 moderate effects model
议程设置模式 the agenda-setting model
◆铺垫效果 priming effect
使用与满足理论 uses and gratification approach
创新与扩散研究 innovation and diffusion research
◆知识扩散/传播knowledge diffusion
知识沟假说 knowledge-gap hypothesis
◆上限效果理论 ceiling effect theory
数字鸿沟 digital divide/gap（it describes the lack of technology access among people of color, the poor, the disabled, and those in rural communities）
技术鸿沟 technology gap
信息鸿沟 information divide/gap
电视暴力研究 televised violence
◆媒介暴力media violence
涵化理论/培养分析cultivation analysis
乔治·格伯纳Georger Gerbner
看电视对观众社会现实观念的长期影响long-term effects of television viewing on viewers' conceptions of social reality
“被扭曲”的现实 a “distorted” reality
性别角色刻板印象gender-role stereotypes
★强大效果模式 powerful effects model
第三人效果 third person effect
沉默的螺旋模式 spiral of silence model
◆中坚分子the hard core
依附理论
dependency theory （especially in our complex and changing society, people become increasingly dependent on media and media content to understand what is going on around them, to learn how to behave meaningfully, and for escape）
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