Introductiontothemodel
1.Modelresearchoccupiesanimportantpositioninthefieldofcommunication.Theresearchactivitiesofexpertsandscholarsareoftencarriedoutonthebasisofthemodeofcommunication.Modeisadescriptionofthespatialstructureandtimesequenceofthings,anditisapowerfultoolforhumanstograspandunderstandthechangesofthings.
Two.Amodelattemptstoshowthemaincomponentsofanystructureorprocessandtheinterrelationshipsbetweentheseparts.Itisanintuitiveandconcretetheoreticaldescriptionofhumansocialactivities.
Inessence,amodelisanartificialsymbolicassumption.Itismainlyanauxiliarytoolforthoughtanddoesnotexistinreallife.However,themodelconceivedinthestudyofthisthinkingspacehasthesamestructuralattributesastherealisticobjectivesystemitrepresents.Throughintuitiveexpression,itispossibletograsptheconnectionsbetweenthevariousfactorsinthesystemthatdoexistbutcannotbeseen,tounderstandthestructure,strength,anddirectionoftheentity,andtoavoidbeingtrappedinnumerousdetailsandnotbeingabletoseetheessenceofthecommunicationprocess.
3.CommunicationscholarDaiGuangyuanandothersmentionedinthebook"GeneralCommunicationStudies"editedbyhim:Communicationisakindofcohesionwithintherelationshipofhumansociety,anditistheprocessofexchangeofinformationandinteractionamongmembersofsociety.Therefore,thepropagationphenomenonandthepropagationprocessareextremelycomplicated.
Fourth,inthestudyofcommunication,toexploretheprocessofcommunication,toconductthemostconcrete,mostsystematic,andmostcomprehensiveinvestigationofthecommunicationphenomenon,itisnecessarytoreproducethecommunicationphenomenoninasimplifiedform,andthenDiscusstheeffectsofcommunication,theelementsofthecommunicationprocessandtheirinterrelationships.Thesemodesarenotonlyahigh-levelsummaryandabstractionofcomplexcommunicationphenomena,processesandlinks,butalsogivepeopleanunderstandingandunderstanding,andthenin-depthstudyofcommunicationandgreatenlightenment.Atthesametime,modelresearchisaprocessofcontinuousdevelopmentandgradualimprovement,justlikehumansocietyandcommunicationactivities.
Fifth,theuseoftheoreticalmodelsconnectsnaturalscienceswithsocialsciences,justasitconnectsscienceitself.Inalmostallfieldsofscience,symbolsareusedtodescribethebasicaspectsofreality,whicharealsothecommonconcernsofscientistsinspecificfields.Thestructureandprocessofinterestandmodelingisabouthowhumanscommunicate,especiallyhowtocommunicatethroughmassmedia.
Thesecontentscanbe:howapersonhandlesrealityinhisorherownmind;hownewspapers,televisionnetworks,advertisingagenciesorinformationagenciesconstructandoperate;howinformationisCirculatedinsociety;orhowanewinventionisadoptedorrejectedinasocialsystem.
Classification
Theformulaforstudyingtheprocess,natureandeffectofcommunication.
Sincethe1920s,avarietyofmodelsreflectingdifferentviewpointsanddifferentresearchmethodshaveemergedinWesterncommunicationstudies,butnoneofthemareuniversallyaccepted.Intheearlydays,itwasmostlyaone-waylinearmodel.Sincethe1950s,ithasbeengenerallyemphasizedthatcommunicationisatwo-waycyclicprocess.Therepresentativemodeofcommunicationis:
"5W"mode
Alsoknownasthepoliticalmodeofcommunication.Forthefirsttime,thismodelinterpretscommunicationactivitiesasconsistingoffivelinksandelements:disseminator,disseminationcontent,disseminationchannel,disseminationtarget,anddisseminationeffect,namely:who,whattosay,andinwhichchannelchannel),towhom,withwhateffect.ItwasproposedbytheAmericanpoliticalscientistH.D.Laswellin1948andwaswidelycitedlater.TheWestbelievesthatthe"5W"modelishighlygeneralizedandhasgreatlypromotedthestudyofmasscommunication,butitignoresthe"feedback"communicationfactorsandhaslimitations.
Shannon-WeaverModel
Alsoknownasthemathematicalmodelofpropagation.ItwasproposedbyAmericanmathematiciansC.E.ShannonandW.Weaverin1948.Thecharacteristicisthattheprocessofinterpersonalcommunicationisregardedasaone-waymechanicalsystem.TheWestbelievesthatthismodelhasbroadenedthehorizonsofcommunicationresearch.The"noise"inthemodelindicatesthecomplexityofthecommunicationprocess,butthe"noise"isnotlimitedtothe"channel".
Two-levelcommunicationmodel
ItwasproposedbytheAmericansociologistP.F.Lazarsfieldinthe1940s.Thismodelemphasizestheroleof"publicopinionleader".TheWestbelievesthatthetwo-levelcommunicationmodelintegratesmasscommunicationandinterpersonalcommunication,butexaggeratestheroleof"publicopinionleaders"andtheirdependenceonthemassmedia,andsimplifiesthecommunicationprocess.Dividingtheaudienceintotwoparts,activeandpassive,activeandinactive,doesnotconformtotherealityofcommunication.Thismodelaterevolvedintoamulti-levelN-levelpropagationmode.
SchramModel
ItwasproposedbyAmericancommunicationscholarW.Schraminthe1950s,anditisamorepopularmodeofinterpersonalcommunication.Thismodelemphasizestheidentityofthesenderandthereceiverandtheprocessofprocessinginformation,revealingtheroleofsymbolicinteractionincommunication.The"informationfeedback"inFigure4showsthatcommunicationisatwo-waycycle.
DeFleurModel
Alsoknownasthedouble-cyclemodelofmasscommunication.ItwasproposedbyAmericansociologistM.L.DeFleurinthelate1950s.Inaclosedlooptransmissionsystem,thereceiverisboththereceiverandthetransmitteroftheinformation,andnoisecanappearinalllinksinthetransmissionprocess.Thismodelhighlightsthetwo-waynatureandisconsideredtobearelativelycompletemodelfordescribingtheprocessofmasscommunication.
Westerly-McLeanstyle
ProposedbyAmericancommunicationscholarsB.WesterlyandM.McLean.InFigure6,Xreferstothesource,Aisthesender,Bistheaudience,Cisthegatekeeper,andFisthefeedback.Thismodelemphasizestheroleofgatekeepersinmasscommunicationwhilehighlightinginformation.TheinformationobtainedbyBinFigure6isfilteredbyC.
RippleCenterModel
ItwasproposedbyAmericancommunicationscholarR.E.Hibbertinthemid-1970s.InFigure7,"code"referstothetextsymbolsystem,"regulator"referstothegovernment,group,andconsumer,"filter"referstotheculturalandsocialsystem,and"informationamplification"hasbothspatialandpsychologicalmeanings.
AsshowninFigure7,theprocessofmasscommunicationislikeaphenomenoncausedbythrowingrocksinapool-therocksarehitandrippled,andwhentheripplesexpandoutwardtotheedgeofthepool,theywavebacktowardthecenter;intheexpansionandreturnIntheprocessofbombing,ripples(ie,information)areaffectedbymanyfactors.Thismodelemphasizestherelationshipbetweenmasscommunicationandsociety,culture,etc.,andshowsthecomplexityanddynamicsofthecommunicationprocess.
Consistencymodel
Alsoknownasthepsychologicalmodelofcommunicationeffect.Derivedfromthetheoryofcognitivepsychology.Thismodelbelievesthattheeffectivenessofcommunicationoftendependsonthedegreeofthreatorreinforcementofthecontenttotherecipient’sinherentbeliefs,opinions,andattitudes.ThemainrepresentativesholdingthisviewincludeAmericanpsychologistsT.M.Newcomb,L.FestingerandD.Cartwright.
Role
In1966,KarlDeutschdiscussedthemainadvantagesofmodelsinsocialsciencesinthebook"TheNervesofGovernment".Thefirstisthatthemodelhasastructuralfunction,canrevealtheorderandrelationshipbetweenthesystems,andcanmakeushaveanoverallimageofthingsthatisdifficulttoobtainfromothermethods.Inthisrespect,themodelcanprovideageneralpictureofvariousspecialstates.Thesecondisthatthemodelhasanexplanatoryfunction.Itcanprovideinformationinanindirectwaythatmaybequitecomplicatedorvagueifothermethodsareusedinstead.Sincethemodelcanguidestudentsorresearcherstopayattentiontothecorelinksofacertainprocessorsystem,thisinturngivesthemodelaheuristicfunction.Again,themodelmaypredictthecourseoroutcomeoftheevent.Atleast,itcanprovideabasicbasisforestimatingtheprobabilityofvariousoutcomesthatmayoccur,soresearcherscanestablishtheirhypothesesbasedonthis.
Advantages
Thecommunicationmodeconstructedbythemodelmethodinthestudyofcommunicationisactuallytoscientificallyandabstractlygraspthebasicstructureandprocessofcommunicationanddescribeitselements.,Linksandrelatedvariables.Communicationisaprocessofinformationcirculationfromthecommunicatortotherecipient.Inthedifferentstagesanddifferentmodesofthedevelopmentofcommunicationstudies,thechangesintherelationshipfromthecommunicatortotherecipientcanbereflected.Inthebriefhistoryofcommunication,communicationscholarshaveconceivedandproposedmanymodesofcommunication.Fromtheestablishmentofearlycommunicationmodestotheemergenceofnetworkcommunicationmodes,therearenolessthanahundredkindsofcommunicationmodes,butnoneofthemgetridofthebasicsoflinearcommunication.Features,namely,thebasicmodeofcommunication-Laswellformula(5Wmode).
Infact,alltheexpressionsofcommunicationmodescanbeclassifiedintotwocategories,namely,themodesthatcharacterizethecommunicationprocessandstructure(suchasbasicmodes)andthemodesthatcharacterizetherelationshipbetweencommunicationelements(suchasinfluence,effect,audience,Mediamode).Amongthem,theformerismoreanoverallgraspoftheessenceofcommunication.Asmentionedabove,thetwoperspectivesintroducedindeconstructioncommunication-processviewandstructureview,thebasicmodeofcommunicationisestablishedonthisbasis.Asaresult,theLaswellformulahasbecomethecoreframeworkforunderstandingandstudyingcommunication.