双重编码理论及其传播学应用

The Dual Coding Theory and Its Applications in Communication Studies

本文系统性的回顾了双重编码理论的核心设定和基本假说及其在传播学研究中的应用。文章以大量典型的实证研究为例,细致地阐述了双重编码理论中言语编码与非言语编码系统的构成,两套编码系统各自的基本表征单元——词元和象元,系统的三种运作方式,以及概念桩与加和效果两个基本假说。在概念框架明细之后,文章检视了近年来双重编码理论在传播学中应用,并就其发展前景加以展望。

The current research systematically reviewed the core assumptions and basic hypotheses of Dual Coding Theory （DCT）, followed by a synthetic review of the applied research in the field of mass communication. Large amount of quantitative studies were used to exemplify the following issues： two code systems-- verbal and nonverbal codes; the basic units of each code system--logogens and imagens; three system-level functional relations： representational, associative, and referential processing; two basic hypotheses： conceptual-peg hypothesis and the additive effects. Next, the current research examined the applied studies in the field mass communication under the framework of DCT. Finally, research directions of DCT in mass communication were analyzed.