Communication terminology

1. Communication: communication is the behavior and activity of human information exchange with social, ****same nature.

2, self-communication: in vivo communication or inward communication of human beings, it is the self-information communication of each individual itself.

3, interpersonal communication: the narrow sense refers to the face-to-face information exchange between individuals and individuals in a broad sense, including group communication and organizational communication.

4, group communication: that is, group communication, refers to people in the "group" within the scope of information exchange activities.

5. Organizational communication: a kind of organized, led, planned, a certain scale of information exchange activities.

6, mass communication: refers to the communication organization through the modern communication media - newspapers, radio, television, film, magazines, books, etc., to the extremely wide range of audience information dissemination activities. "The public" refers to a widely distributed, mutually unknown audience.

7, communication science is the study of all human communication behavior and communication process occurs, the development of the law and the relationship between communication and people and society.

8. Communication process:

The structure of the communication phenomenon, the elements and the relationship between the various elements. American scholar David Burroughs thoroughly analyzed the communication process. Burroughs thoroughly analyzed the communication process, the main argument is:

①Communication is a dynamic process, no beginning, no end, no boundaries;

②Communication process is a set of complex structure, the pluralistic relationship should be used as a basic unit of research;

③The essence of the communication process is the change, that is, the various relations of the interactions between each other and change.

He put forward the communication process model of "S-M-C-R" (Source-Message-Channel-Receiver), which emphasizes the importance and scientific nature of "process research".

9. The main achievements of "process research" are the models:

Linear model, cybernetic model, social system model. Lasswell breaks down the communication process into transmitter, receiver, message, medium, and effect, the 5W model.

R, Braddock added the two components of context and motivation, turning it into the 7W model.

There are three basic categories of models in communication: (1) the linear model, (2) the cybernetic model, and (3) the social systems model.

10, Lasswell model (5W in the communication process): Lasswell breaks down the communication process into the transmitter, the recipient, the message, the medium, the effect, that is, the 5W model.

11, Shennon-Weaver model: one of the linear models, divides the medium into three, divides the message into sent and received, adds the element of noise.

12. Traditional linear model: represented by Lasswell and Shennon-Weaver model, communication is represented as a linear, unidirectional process. The constraints of feedback and social processes on the communication process are ignored.

13, cybernetic model: cybernetics as the guiding ideology of the communication process model. Change "one-way linear" to "two-way circular", the introduction of "feedback" mechanism.

14. Feedback: the response of the recipients of the communication process to the information received.

15, "communication unit": each participant in the communication, whether individual or group, can be regarded as a "communication unit", both the transmitter, the recipient of the two identities.

16, encoding and decoding (or decoding): encoding: cognitive-expressive process, that is, to see, hear, think of the meaning of the symbols. Decoding: representation-comprehension process, which is to reduce symbols to meanings.

17, the basic group: also called the primary masses, the first belonging to the group, refers to the family, neighbors, close partners, etc..

18, reference groups: individuals may not necessarily be in them, but use them as a frame of reference to establish or change their beliefs, attitudes and behaviors.

19, Maletzke's model of communication:

The four main elements of the communication structure have not changed, but the complex interactions between the elements are sketched out and the relationship between society and communication unfolds.

On the part of the communicator, journalists and editors have the initiative, which in turn is subject to the "pressure of the message", the pressure of the media. There are three levels of constraints and influences: the individual level, the organizational level, and the social level;

The recipient, corresponding to the transmitter, cannot help but make "content choices" for a large number of messages, and the recipient is also subject to "media pressure". "Feeling and effect" is a two-way interactive process. The message acts on the receiver, and the receiver acts back on the message. Like the transmitter, the receiver has a complex context: the individual level, the organizational level, and the social level.

20, induction: based on data, the data reflected in the actual relations organized into theoretical principles.

21, deductive: seeking data to test theoretical predictions from theoretical explanations.

22, sampling method: from the object of study of all the units taken from a part of the unit to examine and analyze, and this part of the unit's quantitative characteristics to infer the overall quantitative characteristics of a method of investigation.

23, the difference between random sampling and non-random sampling:

Random sampling: so that all individuals in the overall form of sampling with the same chance of being drawn.

Non-random sampling: the purpose of the survey is only a preliminary exploration of the problem, to obtain clues and hypotheses of the study, rather than by the sample to infer the overall, the sampling method used.

24, content analysis:

A type of documentary research, a research technique for objective, systematic and quantitative description of explicit content in communication media such as printed text, film, radio and television.

Features: ① Objectivity. ② systematic. Quantitative. ④ Explicit content.

25, Piaget, Tolman, Stephenson's personal function doctrine:

The personal function of communication can be divided into social and egocentric. According to Piaget, a Swiss psychologist, social talk is an attempt to influence the other person or, in fact, to exchange opinions with the other person. Egocentric "talk" is "talking" to himself or being happy to be associated with anyone who happens to be there.