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第二节 传播效果研究的历史与 发展 PowerPoint PPT Presentation


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第二节 传播效果研究的历史与 发展. 一、早期的 “ 子弹论 ” 或 “ 皮下注射论 ” 核心观点 : 例子:一战的宣传技巧研究 “魔弹论”为什么是 错误 的?. 传播被视为魔弹,它可以毫无阻拦地传递观念、情感、知识和欲望。宣传可以产生强大的力量。 宣传者可以把各种特定的内容通过传播媒介灌输到人们的头脑里,就象子弹射中靶子,医生向患者身体注射药物一样。传播者可以违背人们的意志,强行改变他们的观念,并操纵人们的行为。. “ 魔弹论 ” 产生的背景 :

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第二节 传播效果研究的历史与 发展

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