媒介效果研究:一个不能被“传播效果研究”代替的术语——基于传播学耶鲁学派与哥伦比亚学派的学术史考察  

Media Effects Research: A Term That Cannot Be Replaced by “Communication Effects Research”——An Investigation Based on the Academic History of Yale School and Columbia School in the Communication Studies

作　　者：张放[1] 

机构地区：[1]四川大学文学与新闻学院,四川成都610064

出　　处：《四川大学学报（哲学社会科学版）》2014年第1期88-94,共7页Journal of Sichuan University：Philosophy and Social Science Edition

基　　金：教育部人文社会科学研究青年基金项目"移动互联网应用及其对中国社会文化特质的影响研究"(10YJC860060);中国博士后科学基金面上资助项目"网络媒介对社会认知的影响研究"(2013M531957);四川大学哲学社会科学杰出青年学术人才基金项目(SKJC201005)

摘　　要：媒介效果研究是传播学学科诞生初期的一个重要的研究进路。然而,与美国学界不同的是,中国学者更多地将其称为"传播效果研究"。从对传播学耶鲁学派和哥伦比亚学派的学术史考察可以看到,"媒介效果研究"这一术语是学术史的产物,反映了传播学诞生初期学者们共同接受的一个研究对象(与大众传播媒介相关的各种要素),以及一类研究发轫的现实背景(以电影、广播、电视为主的新型大众传播媒介的兴起),同时也呈现出经验主义范式与技术主义范式在理论脉络上的联结点(媒介技术作为社会发展推动力量的研究),是不能被随意代替的。中国学者常用的"传播效果研究"来源于最初引介传播学时对拉斯韦尔"5W"模型的介绍,使用其代替"媒介效果研究"会导致歪曲和遮蔽原术语中蕴含的重要信息。Media effects research has been an important approach since the early stage of communication studies. Unlike American academia, Chinese scholars call it ＂communication effects research＂ instead. Reviewing the academic history of Yale school and Columbia school in the communication studies, it can be seen that the term ＂media effects research＂ is the consequence of the academic history; it cannot be replaced because it not only suggests that scholars in the emerging communication studies accept a common object of research, that is, the various elements related to the mass media, but also embodies the background for the rise of a sequence of new mass media such as film, radio and television, and furthermore, it presents the junction that media technology is the driving force of social development between empiricism and technological determinism. Nevertheless, the term ＂communication effects research＂ used by Chinese scholars is based on the initial introduction of Harold D. Lasswell＇s ＂SW＂ model when communication studies was brought in. Using one for the other might lead to the loss of important information in the original term ＂media effects research＂.

关 键 词：媒介效果 传播效果 术语 学术史 

分 类 号：G206[文化科学—传播学]