, .
, , .
, , (opinion leaders). , , , , , . , , , .
2. ,
.
. - , (personal influence) .
4.3.
1. ( ) , , . , , , : , .
2. . ( ) , .. , , .
3. , , , .
4. , (), , .
5. , : -, ( , ).
, , , . , , . , :
|
|
1. , ;
2. , , ;
3. : -
4. :
, (), .
. :
) ;
)
,
;
)
, , ,
. ,
,
.
1945 ., , ( 800 , , 60 . ), . () , ; , , , , .
- : , , 1.
1 Lazarsfeld P., Berelson ., Gaudet H. The People's Choise. How the Voter Makes Up His Mind in a Presidential Campaign. N. Y.: Duell, Sloan and Pearce, 1944; Katz E., Lazarsfeld P.F. Personal Influence: The Part Played by People in the Flow of Mass Communication. Glencoe, 111.: Free Press, 1955.
4.3.
. . , (1948 .) , . , , , , ; , . , , , , . , , , -, : , . , . , , , .
|
|
. , , .
, , , PR- (public relations ). , : , . , , .
, , . , , 10 20%,
4. :
. , , 1 : , 2, .
, -, PR, , . .
4.4
:
.
, . . , (19121961) , , - . , , 3.
(mass persuasion), , . -
1 USIA (United States Information Agency)
.
2 . : Goroett I.C., O'Donnell V. Propaganda and Persuasion. N. Y., 1992.
P. 218.
3 : Hovland C.I., Lumsdaine A.A.,
Sheffield F.D. Experiments in Mass Communication. Princeton, N. J.: Princeton
University Press, 1949.
4.4. .
, : , .. - . , , , , : ( ). . , -, 1 , , - . -, , , .. , . -, , , -, . , 2.
|
|
, , , , , .. :
1 Hovland C.I., Janis I.L., Kelley H.H. Communication and Persuasion:
Psycological Studies of Opinion Change. New Haven: Yale University Press, 1953.
2 . : Davidson P. IV., Boy Ian G., Yu F.T.C. Mass Media: Systems and
Effects. N. Y.: Holt, Rinehart and Winston, 1976. P. 161.
4. :
. . , , (. . 6). , . , .
■
4.5
, , - , , . . , , , 1. , : , . , 1940- 1970- , :
1. , , , , ;
_ 1 KlapperJ. The Effects of Mass Communication. N. Y., 1960.
4.5.
2. : , , () , , ;
|
|
3. , , , , , , , ;
4. : , , . - . . () . -: , , ; , , ;
5. , , :
)
, ,
;
) ,
, .
, (media impotence)1. -
1 Lang G., Lang . Mass Communication and Public Opinion: Strategies for Research // M. Rosenberg, R.H.Turner (cds.) / Social Psychology: Sociological Perspectives. N. Y.: Basic Books, 1981. P. 659.
4. :
: , , . . , , .. , . -, , , ( ) 1.
, , , , , , .
, , , .
-, , , , , -
1 . : Ball-Rokeach S.J., DeFleurM. L. A Dependency Model of Mass Media effects / Communication Research, 1976, N 3. P. 321; Ball-Rokeach S.J. The Origins of Individual Media-System Dependency / Communication Research, 1985, N 12 (4). P. 485-510.
, , . - , . (entertainment).
|
|
4.5.1
, , . , - , : , , .. , , . 1948 . : , , , ... [. ..] , 1. - , , , . , 2.
1 Lazarsfeld P., Merton R. Mass Communication, Popular Taste and Organized
Social Action / L. Bryson (cd.) // The Communication of Ideas. N. Y.: Harper and
Brothers, 1948. P. 99.
2 Ibid. P. 100.
4. :
, , 1 , 60- XX . - .
, TV, . (, , .) , , , , : , , , , ( ), , , .. ( 40 , , , .) , , ( , : , ). .
, , , , . -
1 De Fleur M. Theories of Mass Communication, N. .: David McKay, 1966 (2nd ed.- 1970).
4.5.
, :
1. , , , ..,
2. ,
3. , -,
4. ,
5. .
, :
1. ,
2. ,
3. , .
, , , , . , , .
, . - , , , .. . , , . , . , .
. -, . [-
4. :
AIDA: (attention), (interest), (desire), (action)]. -, , , .
. , . .
, , 1. . . , , , 2, . - , , , 3. , , , ( ), , .
1 Postman N. Amusing Ourselves to Death. Harmondsworth: Penguin Books, 1985.
2 Ibid. P. 27.
3 . . . ., 1999. . 61.
■■*
4.5.
3.
: De Fleur M.L. Theories of Mass Communication 2nd ed. N.Y., 1970. P. 212.
4. :
4.5.2
( )
-
, , , . , . , 1) , 2) 3) . . (1960) , , . - () , .
, () , 1.
:
; ;
, . :
, ;