Try To Understanding Mass Communication Theories

As a social science, the research object of mass communication study is human mass communication system, and the research results of mass communication study is mass communication scientific knowledge which is in the form of theory. Mass communication theories are abstract and indirect, furthermore,the mass communication phenomenon and system that are explained by mass communication theories,are macroscopic and complex.For this reason, it is often difficult to understand the mass communication theories.The metaphor is pervasive.As a way of thinking, metaphor also can translate the abstract, complex and macro things into image, simple and intuitive things,improving people’s cognitive effect.Is there metaphor in the "theoretical knowledge" which reflects the achievements of the predecessors’ scientific research and comes from the experience of the mass communication? Can metaphor help us understand the mass communication theories easily?This paper takes the "mass communication theories " as the research object,using the research method of dialectic logic.From the perspective of metaphor, this paper tries to discussing the problems of understanding the mass communication theories.Metaphor, as a kind of cognitive style of "proceeding from the one to the other" or mode of thinking,which based on human physical and mental experience,if learners can consciously use metaphor,they will expediently understand the theories,cognize phenomenon,grasp the system and find out rule,and then using the mass communication theories to service for the corresponding practical work.This research finds that metaphor,such a way of thinking, for scientific research, teaching and practice of mass communication has powerful cognitive significance’s a new perspectives and new methods for the professionals in the field of mass communication to understanding the mass communication theories.This paper argues that:a lot of basic concepts in mass communication theories is metaphorical,there is metaphor in mass communication theories. Using the metaphorical way to explain the theoretical concept,can make the abstract,obscure theories become easy to be understood and let us conveniently set off from our own experience to understand the theories,lay a theoretical foundation for scientific research, teaching and practice.From the perspective of metaphor to understand theory, will we have a new discovery.In order to explore the value that the metaphor can bring to mass communication study.Based on the jargon of mass communication theories as the observation point,this paper takes the research strategies of "four steps":The first step is to identify the metaphor-using the classification of metaphor theories combing the metaphorical phenomenon existing in the mass communication theories,recognizing metaphor is the premise of analyzing the metaphor how to help people to think about the theories.The second step is to explain the theory-taking the "5W model" as the framework, the representative theory of mass communication is selected. Summarize the common metaphorical expressions or conceptual metaphor in mass communication theory,such as "journalist is outlook", "media are eyes,ears and mouthpiece", "information is geometric figure and water flow", "public opinion is weather and war", "communication process is path"and so on,unearthing the metaphor’s function of interpretation for the mass communication theories.By metaphor, we can use a specific, familiar concept to understand the abstract and unfamiliar concept. It is convenient for us to understand the theories by this way and we can further grasp the macro and complex phenomenon of mass communication,which will take methodology significance to mass communication professional teaching.Teachers can let students understand the recondite theory and make professional knowledge become interesting through metaphor.The third step is metaphor inspiring and new exploration of theories-through the historical observation of the application value of metaphor in the scientific research,finding that the metaphor thinking can help researchers put forward a new hypothesis and provide an opportunity for theory innovation.This paper gets some new findings by understanding "McLuhan media theory" from the perspective of metaphor.There are "pipe and water" relationship and "container and content" relationship between media and information,media are man,inclusive relationship between old and new media.The fourth step is the practical application of metaphor-demonstrate the metaphor is a bridge that connects mass communication theories and practice,which can promote the practitioner to efficiently combine theory and practice.The aim of this study is to take understanding the mass communication theories as the incision, metaphor will pour new blood into mass communication research.