The Spreading Of The Spreading Effect And Its Transmutation To China 's Contemporary Communication

Cmmunication effects is the core for the research of mass communication while the paradigms used are the mainstay of communication-effect reserach. Since communication-effect reserach happens mainly in USA, this paper firstly distinguished Communication-effect Research with Media-effect Research and then disciminated before recognising the paper’s key point in communication-effect research. Then through analysing the concept of comunication-effect paradigm and combing the backgroud of communication-effect paradigm in China and abroad, together with the consideration of China’s special social institution, real communication environment and thoeretical basis, it identified the origin of China’s paradigm of communication-effect followed that in America.Although the different division standard and understanding between domestic and abroad researchers, according to a literture review, we concluded that Three Divisions and Three Stages are the most typical classificaions for commuication-effect paradigm. Model,Tool of explaination, Pattern were mostly used to analyse the concept of paradigm. Three Stages took the strength of the effect as a standard, according to the time order, it presented a dynamic tendency from strong to weak, then to strong.Through the method of content and logic analysing, the paper concluded that the present communication-effect research are mostly school-oriented and theory-oriented. Although there are more and more schools now, theories are trapped into a mess. To summarise the reason and laws of modification of communication-effect paradigms, we can quote the sentence by Thomas Kuhn "the difference between one after another paradigms is inevitable and inreconcilable." Besides, the paper respectively compared and reviewed the content of Three Divisions and Three Stages,it concluded that we should find the concensus of each paradigm, catch the key and harsh point instead of concentrating to one dominant paradigm.Based on the reseach above, the paper also discussed the utility of communication-effect paradigm in Communication and Politics. In psychological aspect, it mainly analysed the Attitude Change Model by Hovland, Social Recognising Theory by Bandura and Use and Gratification Theory by Katz. What should be pointed is that constructing communication psychology is far away from mature. In political aspect, it mainly discussed the impitus of persuade model for publicity and the Agenda Setting and the Spiral of Slience Theory. We concluded that all above stressed the importance of human in communication, as suggested by Doctor Tuo "the informationalization of human is the new beginning of communication research."Finally, based on the current situation of mutiply paradigms coexistence, this paper came up with six solutions which includes the independent development of journalism and communication decipline, the unification of paradigms, the dialectual unity of "destruction"and "establishment", from edge to centre and getting back to the laws of journalism and communication and so on, to promote the development of contemporary communication-effect research and the construction of communication theories.According to the comprehensive analysis,clasification and summary, we hope to improve the communication-effect research and promote the theoretical level in this field so that we could get some inspiration for present subject of communication and activity of communication.