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麦奎尔大众传播理论（第五版），ISBN：9787302228677，作者：（荷）麦奎尔 著，崔保国，李琨 译

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可将四种不同的视角总结如下：

1.媒介一文化的视角。这一路径将受众成员与媒介文化的特定类型或样式（如真人秀电视或社交节目）相关联，并在一个特定的语境中解读（媒体消费）经验的主观意义。

2.媒介一物质的视角。这一传统的研究强调媒介的属性对媒体内容的塑造及其潜在效果，媒介的属性指的是那些所采取的技术及其所蕴含的接收（者）与生产（者）之间的社会关系。这一派别的研究也将效果归因于特定的组织环境、动力以及产生。

3.社会一文化的视角。此类观点基本上将媒介与媒介经验从属于那些影响社会与个人的更深刻、更强大的力量。同时，相较于政治和经济议题，社会和文化议题更占支配地位4.社会一物质的视角。这种视角常常对媒体所有权与媒体控制进行批判，认为媒体的传播与背书最终是为了促成某种统治性的意识形态。

只要在研究的结构中仍存在这些路径上的差异，就同时存在不同学派之间的融合势。即便如此，各种话题和路径所涉及的哲学与方法论的差异仍然至关重要且不容忽视。

In telling the history of mass media, we deal with four main elements that are of significance in the wider life of society. These are:

certain communicative purposes, needs, or uses;

technologies for communicating publicly to many at a distance;

forms of social organization that provide the skills and frameworks for organizing production and distribution;

forms of regulation and control.

These elements do not have a fixed relationship to each other and depend very much on the circumstances of time and place.

The history of modern media begins with the printed book – certainly a kind of revolution, yet initially only a technical device for reproducing a range of texts the same as, or similar to, what was already being extensively copied by hand. Only gradually does printing lead to a change in content – more secular, practical and popular works (especially in the vernacular languages) as well as political and religious pamphlets and tracts – which played a part in the transformation of the medieval world.

The book as a medium and institution: key features 2.1

［Medium aspects］

＊Technology of movable type

＊Bound pages, codex form

＊Multiple copies

＊For personal reading

＊Individual authorship

［Institutional aspects］

＊Commodity form

＊Market distribution

＊Diversity of content and form

＊Claim to freedom of publication

＊Subject to some legal limits

2.2 The newspaper as medium and institution: key features

[Medium aspects]

*Regular and frequent appearance

*Print technology

*Topicality of contents and reference

*Individual or group reading

[Institutional aspects]

*Urban, secular audience

*Relative freedom, but self-censored

*In public domain

*Commodity form

*Commercial basis

One common early form of the newspaper was the party-political paper dedicated to the task of activation, information and organization. The party newspaper (published by or for the party) has lost ground to commercial press forms, both as an idea and as a viable business enterprise.

书籍介绍

麦奎尔大众传播理论（第五版），ISBN：9787302228677，作者：（荷）麦奎尔 著，崔保国，李琨 译