重访默顿:宣传效果的社会基础——以《广播和电影宣传的研究》文本为例

Revisiting Merton: The Social Foundation of Propaganda Effect with The Research on Radio and Film Propaganda as an Example

默顿与拉扎斯菲尔德在《广播和电影宣传的研究》中提出的回飞镖效应是对当时受众效果研究的理论反思。文章在改进瑞泽尔超理论分析框架的基础上,全面深入地解析了学界关于回飞镖效应的观点。首先借鉴超理论分析框架,以内部、外部和知识、社会两个维度区分为四个方面,随后在每个方面呈现了文本生成的历史轮廓,接着从还原、拼接和发展三个步骤来进一步探讨回飞镖效应的内容,不仅表述观点,而且揭示其与默顿其它理论之间的有机联系,同时预示了其产生的后续学术影响。

The boomerang effect proposed by Merton and Lazarsfield in The Research on Radio and Film Propaganda is a theoretical reflection on the study of audience effect at that given time.Based on the improvement of Ritzer’s hyper-theoretical analysis framework,this paper comprehensively analyzes the viewpoints of the boomerang effect.Firstly,drawing on the hyper-theoretical analysis framework,the paper can be divided into two dimensions with four aspects:the internal,external,knowledge and society.Subsequently,the historical outline of text generation is presented in every aspect.Then the content of the boomerang effect is further discussed in three steps:reduction,splicing and development.It not only expresses opinions,but also reveals the organic relationship between opinions and Merton’s other theories,and predicts its subsequent academic impact.