论媒体传播中的标签式传播  

Label Propagation in Media Communication

作　　者：杨艳琪[1] 

机构地区：[1]北京印刷学院新闻出版学院,北京102600

出　　处：《北京印刷学院学报》2014年第5期25-28,共4页Journal of Beijing Institute of Graphic Communication

基　　金：北京印刷学院2013年度校级重点资助项目"新媒体新闻传播研究"(23190113003)成果之一

摘　　要：标签式传播是一种简化认知过程,易于被传播和接受的传播方式。但是标签式传播有很大的局限性,对于媒体和受众来说,标签式传播会忽视传播内容的个体差异,影响受众的心理图式,受众的心理图式影响其对传播内容的现实判断,从而妨碍受众对传播内容的客观认知。标签式传播也并非是一种有意为之的传播方式。新闻标题中的关键词,媒体选择新闻的价值标准,媒体新闻选题的跟风与炒作,媒体对类型化题材的倾向,都是形成标签式传播的重要因素。Label propagation is the way of communication which can simplify cognitive process, easy to be spread and accepted. But the label propagation has big limitations for the media and the audience, label propagation will ignore the individual difference of the communication content, influence the audience＇s psychological schema, the audience＇s psychological schema affects realistic judgment on the contents, which hinder the objective cognition of the audiences. Label propagation is not an intentional communication. Key words in news headlines, news value standard of news media, news media always follow the trend of speculation topics, media types of theme tendency, which are important factors of the formation of label propagation.

关 键 词：标签 传播 

分 类 号：G20[文化科学—传播学]