信仰传播效果的3M模式——以《青春之歌》的传播学解读为个案  

A 3M Effect Model of the Promotion of Faith

作　　者：陈嬿如[1] 

机构地区：[1]厦门大学新闻传播学院,福建厦门361005

出　　处：《厦门大学学报（哲学社会科学版）》2011年第1期118-125,共8页Journal of Xiamen University(A Bimonthly for Studies in Arts & Social Sciences)

摘　　要：传播学的经验学派对传播过程和效果的研究有许多局限性。明显的不足是信仰传播研究的缺失。讯息(message)、榜样(model)、力量(might)是信仰传播产生理想效果的必要因素,亦即信仰传播效果的3M模式。合适的个案能够体现信仰传播产生长期、"理想"的效果的规律,也有助于达成理论上的突破。从经典文学文本《青春之歌》主人公林道静的成长轨迹,可以观察到信仰传播是如何在这三种因素的作用下产生效果的。信仰传播要求传播对象的心灵"土壤"有接收讯息的准备,在此基础上,包括书籍在内的各种大众传播媒介的影响也不可低估;此外,榜样和环境的作用也很重要,实践的锻炼以及对讯息和榜样的记忆能发挥意想不到的效果;讯息和榜样的高度一致与完美结合有助于增强力量。真正的传播效果总是累积的效果,情况还可能有反复。Recognizing the limitations of empirical research in communication effects, the author of this paper traces the path of spiritual growth of the heroine in a modern Chinese novel The Song of Youth, and captures certain hidden laws underlying the cumulative, long - term effects of communication, especially the promotion of belief. The study finds that interpersonal, organizational and mass communications all play a vital role in a person＇ s formation of faith in the revolutionary truths. Practice and participation are also important in addition to propaganda. The study concludes with a 3M model of communication effects： message, model, might. Perfect blending of message and model is conducive to producing great power of communication--might.

关 键 词：信仰传播 传播效果 3M模式 《青春之歌》 

分 类 号：G206[文化科学—传播学] I206.6[文学—中国文学]