The Dissemination Failure Research Of The Smoking Damage The Health

The dissemination effect research is one of the most popular concerns in the research of the mass communication theory, regardless of being the commercial character research or the fundamental research, the measurement of dissemination effect is always an important content of the communication theory.The failure of dissemination activities mainly refers to the facts that the anticipated dissemination goal can't be achieved. Many factors may cause the defeat. On the microscopic stratification plane, first, the miscalculation of evangelists on the process of code may cause the failure. Second, evangelists can't achieve the balance between the entropy and redundant level on the process of information edition. Third, the receiver's subjective reason is also one reason of failure, and so on. On the macroscopic stratification plane, the failure reason may be as follow: the understanding deviation as a result of differently cultural context, the inherent prejudice as a result of the political prejudice, and the mood response of the specific event and so on.In order to discuss the dissemination effect of the information about the theme"the smoking damage the health", we use the way of the questionnaire, invest the dissemination about the information of smoking's harm through non-probability sampling, and carry on the statistical analysis to the survey result in order to find the failure. The survey result proves the fact that the dissemination effect is poor about the information of'the smoking damage the health'. The results mainly reflect two aspects, firstly, the community failure, namely the exclusion of smokers toward the tobacco harm information; secondly, the media failure, primarily the cigarette case as this information carrier can't play the important role of warning to smokers. As well as the one-sidedness which the electronic media exists about the demonstration of smoker's image also influence the transmission of tobacco harm information. In conclusion, the mass media bear on enormous community responsibility. All of us live in so-called"the global village"of Marshall Mcluhan. We are being surrounded by various media, and our life relies on the media more and more. The media become our direction indicator about knowledge acquisition, understanding society and adaptation environment. As a result, it is important to research medium dissemination effect. According to summarizing the malpractice of each kind of media on the healthy information dissemination and establish the improvement strategy, it is important to help the mass medium complete the community responsibility.