A Communication-philosophical Study Of The Selective Psychology's Value

Selective psychology is the general psychological phenomenon of audiences, which is an important discovery for the history of the study in the communication effect at the beginning of the 20th century. It contains three parts--selective attention, selective perception and selective memory. It has very important value and meaning for communication studies and the communication practices: on the basis of discovery for selective psychology, the study of communication effects transforms"limited result theory"from initial"magic egg theory", and communication researchers transform"audience--centered theory"from"author standard theory". Not only this, selective psychology has more important realistic guiding significance on communication practices. In communication, it still is an important subject how to use selective psychology of audience in effective communication. So it is an important subject to discuss the value of the selective psychology in communication theory and practices without any debate.This paper describes the structure and essence of selective psychology, and elaborates the value and the use of selective psychology from the communication philosophy's angle, trying to analyze the value of selective psychology from the angle of the communication philosophy systematically and completely; to make it useful for communication practices in current.This paper consists of six parts. In introduction recommends the purpose and meaning of studying selective psychological value in the view of communicational philosophy and the present situation at home and abroad, and elaborates the contents of the paper simply. Chapter 2 describes the background of selective psychology and three specific aspects which are selective attention, selective perception and selective memory, and describes the relationships among them. Chapter III illustrates the natural reasons for people's selective psychology. On the one hand it explains the reason of physiological mechanism from the view of physiology science. On the other hand it combines Need-hierarchy theory with the use and gratification theory, and balance theory with cognitive dissonance theory to explain the cognitive psychological reason from the aspect of cognitive psychology science. Chapter IV describes the value of selective psychology in the communicational practices from the view of communicational philosophy systematically. Chapter V using the mode of Belo mainly which called SMCR model also and"Westley and MacLean's conceptual Model", describes communicators how to use the audiences'selective psychology to communicate effetely, through analyzing the factors of communicators, audiences, media, content and so on, and contacting examples, by describing communicators how to use selective psychology to communicate in effect. Last one summarizes the main contents of the paper, and points out deficiencies.Research objects of philosophy are origin and value, this paper major in value. Explanation of physiology and psychology in selective psychology reveals the origin of selective psychology. The value and concrete application of selective psychology are study for value.