大众传播效果研究:从“S-R”模式到“O-S-O-R”模式

Effects of Mass Communication:From "S-R" Model to "O-S-O-R" Model

新近媒介效果研究证明,媒介的影响是有条件的而不是普遍的,媒介效果一方面依赖于受众的倾向性,另一方面受制于受众对媒介内容刺激物的接触情况。"O-S-O-R"作为新的媒介效果研究模式可以解释受众本身具有的个人心理和社会心理倾向。社会心理学传统在整个大众传播理论的七大理论传统之中"地位显赫",其中受众研究就是社会心理学的一个特殊的研究领域。受众的动机、受众的态度、受众的心理倾向、受众的行为等问题本身都是传播学中的社会心理学问题。在具体研究过程中,重点是努力识别个体差异、有效设置"O"变量、合理计划研究步骤。

Recent studies of media effects have shown that the influence of media is not universal but conditional in that media ef- fects depend on both the audience＇s preference and the contact with media content stimuli. ＂O-S-O-R＂, as a new research model of media effects, can explain the individual and social psychology of the audience. Of the seven theories about mass media communication, traditional social psychology occupies a prominent position, with audience study as its special field of research. The audience＇s motivation, attitude, and behavior are social-psychological issues in communication sciences. In actual research, the point is to recognize individual differences, set up effective ＂O＂ variant, and plan reasonable steps.