Communication effect refers to the effective result of communication on human behavior.SpecificallyTransmitteeAfter receiving informationemotionChanges in attitudes, behaviors, etc. usually mean to what extent the communication activities have been realizedDisseminatorThe intention or purpose of.The effect can be divided into different levels. According to the consensus of scholars, the communication effect depends on theLogical orderOr performance stage can be divided into three levels.External information affects people's perception andMemory systemThe increase of people's knowledge and the change of knowledge structure are cognitive effects.
Chinese name
communication effect
Foreign name
communication effect
Definition
Changes in knowledge, emotion, attitude, behavior, etc. of the recipient after receiving information usually mean to what extent the communication activities have achieved the intention or purpose of the communicator
Communication effect is the effective result of communication behavior.
Meaning: 1. News communication effect is the center of the whole news communication activity.2. In order to make communication effective, specific and necessary requirements have been set for each link of the news communication process.3. The issue of communication effect is the most concentrated area of news communication research, which is the key point of news communication research.
Function: information sharing;Interest cultivation;Knowledge transmission;Emotional catharsis;Aesthetic feeling;Value identification;Attitude change;Behavior transformation.
Broadly speaking, the objective results caused by communication behavior include all the influences and consequences that actually affect others and the surrounding society.
In a narrow sense, it refers to the extent to which a certain behavior of the communicator realizes its intention or goal.
meaning:
1、 It refers to the change of psychology, attitude and behavior caused by the communication behavior with persuasion motivation.
2、 It refers to communication activities, especially newspapers, radio, television, etcMass mediaThe overall impact and result of the activities of "Li" on the communicator and society, whether these impacts are intentional or unintentional, direct or indirect, apparent or potential.
Three levels
Announce
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External information affects people's perception andMemory systemThe increase of people's knowledge and the change of knowledge structure are cognitive effects.An idea that affects people orvalue system The change of emotions or feelings is the effect of psychology and attitude;These changes are manifested through people's words and deeds, that is, they become the effects on the action level.From cognition to attitude and then to action, it is a process of accumulation, deepening and expansion of effects.
The above three levels are embodied in concrete and microCommunication processIt is also reflected in the comprehensive and macro social communication process.Mass communication represented by newspapers, radio and televisionSocial effectsThe three levels of
1、Environmental awarenesseffect.In modern society, we haveSurrounding worldThe perception and impression ofMass media。The mass media take it as their duty to transmit information, report facts and remind the events that have occurred in the society, but they are not always heard.What the media reports, what they don't report, and what angle they report from all affect our understanding ofsurrounding environmentPerception and impression.In other words, mass communication restricts our vision of observing society and the world.
2. Value formation and maintenance effect.The mass media usually include right and wrong, good and evil, beauty and ugliness, progress and backwardness in the news reported and the information conveyedvalue judgment 。
What the mass media advocates and opposes objectively plays a role in forming and maintainingSocial normsAnd value system.This effect is through the mediaPublic opinion guidanceIt can form new norms and values through public opinion guidance, and can maintain existing norms and values through public opinion supervision.
3、social behaviorDemonstration effect.The influence of mass media is not only reflected in cognition andvalue orientation OffieldIt also prompts the society for specific behaviors orBehavior modeTo influence people's actions directly and indirectly.
Mass communication has the function of "status conferring". If a behavior is widely reported and disseminated, it will often become the object of learning or imitation for ordinary people.As long as we observe the relationship between popular phenomena and mass communication in modern society, this is not difficult to understand.
Whethersocialist systemstillcapitalismThe mass media under the system have the above three social effects.However, due to their different institutional foundations, there are essential differences in the world they reveal to people, the values they advocate, and the content of their behavior patterns.
