4.2. :
, . , , , . , . , . , 1912 ., .
, . , , , . , , , , , .. - , . - , , , , .
1, , . ( , . XX . , : , .)
1 (. symbolon , ) , .
4. :
: , . , , () , . - , , , , .
|
|
-1 , -, . , . . - . . , , . , , . , () , , ( ), , .
1 - . : Berelson B. Content Analysis in Communication Research. Glencoe, 111., 1952; .. - . ., 1988; Berger A.A. Media Analysis Techniques. L.: Sage Publications, 1991.
4.2. :
, -, .
. , : - , , .
, , . ?
, , , , , , , . , , , , .. , .
, , .
.
, , , .
, , -. .. , - 1. , , , , 2.
|
|
----------------------------------
1 .. . .: , 1987. . 59.
2 . .: , 1990,
. 111.
4. :
- 1930 1940- , , 1960- .
- , , . , - . . , , . , - . - .
-, , , , .
. , . . . , . , , , . XX . -
4.2. :
1 , . , . . . . , ( hypodermic needle): , , (), (). (magic bullet), - , , , , . 20- XX . , .
, . :
1. ;
2. .
3. , .
1960- , (oligarchic model) , , , , . , -
|
|
1 (. behaviour ) , XX . , ().
4. :
, , .. . , , .
![]() |
1.
.
, , . , , . , , .
, .
. - : :
1. () , ;
2. , ;
3. .
4.3.
, , , , . 1: (entertainment), , , , .
, , , - , .
4.3
19401960- , , ; (1901 1976) (19102003) . , XX ., .
XVIIXIX ., : , , . , . , . , . .
|
|
1 Wright C.R. Functional Analysis and Mass Communication / Public Opinion Quarterly, I960, N 24. P. 606-620.
4. :
, .. , . , , . , . (1884-1942) . - (1881-1955).
. , , , , , , , 1.
. - , :
1. ;
2. , ;
3. 2.
, , , . , , , (actor) , () 3.
1 Malinowski . The Functional Theory // A Scientific Theory of Culture, and
Other Essays. Chapel Hill, 1944. P. 112.
2 Radcliff-Brown A.R. Staicture and Function in Primitive Society. L., 1952. P. 10.
3 Parsons T. The Structure of Social Action. N. Y.: McGraw Hill, 1937. . .:
. . .: , 2002.
4.3.
. .. (1863-1931) () , . (1863-1947) , ( . ) : , 1. . 2, ; , , . . , , , , , .
, .. : , . , : , .. , . ( , .) , . ( : , .)
, : (), , () . . , , , , , .
|
|
1 Social Behavior and Personality. Thomas Contribution in Social Theory //ed.
by E. Volkart. N. Y., 1951. P. 14.
2 Thomas W., Znaniecri F. The Polish Peasant in Europa and America. N. Y.,
1972. P. 22. ,
, 1917 .
.
4. :
, .
() , , , , , , , .
, , : , , , , .
. , , , , , , . , . , .
, , , , , . , , , .
, '.
----------------------------------
1 Gans H.J. The Positive Functions of Poverty. N.Y.: Vintage Books, 1979.
4.3.
, , , .. . , , , , , .. .
1. , .
2. .
3. , , .
4. , , , ( Aldi ). ( ), .
5. (), , .
6. . .
. , , , , ( ). , .
4 3 1
.
■ , 1935 .; 1938 . Princeton Radio Project 1, 1941 . -
1 ., : Lazarsfeld P.F., Stanton F. Radio Research 1942-3. N. Y.: Duell, Sloan and Pearce. 1944; Idem. Communication Research 1948-9. N. Y.: Harper and Row, 1949.
4. :
, . . . . , () , .
. , . , 1940- , . , , , .. . , , 1940 . ( 600 ) , . 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. (3,d ed. N. Y.: Columbia University Press, 1969).
4.3.
1. ;
2. ;
3. , , .
, .. , . XX . (. . 4). , , , , , 1.
1940 . , , . -, , : , , , 2. -, , .
, , ( ) , , , , ,
1 .: Berelson ., Lazarsfeld P.J., McPhee W.N. Voting: A Study of Opinion
Formation in a Presidential Campaign. Chicago: Chicago University Press, 1954. P. 12.
2 . : Brown G.A. Techniques of Persuasion. From Propaganda to
Brainwashing. Harmoundworth, 1963. P. 144.
4. :