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《The Agenda-setting function of mass media》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫。
1、TheAgenda-SettingFunctionofMassMedia大眾媒體的議程設(shè)置功能BYMAXWELLE.McCOMBSANDDONALDL.SHAW麥克斯韋爾·E·麥庫姆斯唐納德·L·肖Inchoosinganddisplayingnews,editors,newsroomstaff,andbroadcastersplayanimportantpartinshapingpoliticalreality.Readerslearnnotonlyaboutagivenissue,butalsohowmuchimportancetoattachtothatissuefromth
2、eamountofinformationinanewsstoryanditsposition.Inreflectingwhatcandidatesaresayingduringacampaign,themassmediamaywelldeterminetheimportantissues-thatis,themediamaysetthe“agenda”ofthecampaign.通過選擇和展示新聞，編輯、編輯部工作人員和廣播工作者在塑造政治現(xiàn)實方面扮演了重要的角色。讀者不僅僅了解到給定的新聞事件，而且了解新聞事件在眾多新聞信息中的重要性及其所處位置。通過思考候選人在競選中說的話，大
3、眾媒體來判斷決定其重要性，也就是說，媒體在競選中設(shè)置議程。媒體設(shè)置了競選議程。TheauthorsareassociateprofessorsofjournalismattheUniversityofNorthCarolina,ChapelHill.作者是坐落在夏貝爾山的美國北卡羅來納大學(xué)的新聞學(xué)副教授。Inourday,morethaneverbefore,candidatesgobeforethepeoplethroughthemassmediaratherthaninperson.Theinformationinthemassmediabecomestheonlycontac
4、tmanyhavewithpolitics.Thepledges,promises,andrhetoricencapsulatedinnewsstories,columns,andeditorialsconstitutemuchoftheinformationuponwhichavotingdecisionhastobemade.Mostofwhatpeopleknowcomestothem“second”or“third”handfromthemassmediaorfromotherpeople.今日不同往時，競選者不再親自面對公眾，而是借助于大眾媒介出現(xiàn)在公眾面前。大眾媒介的信
5、息成為大多數(shù)人接觸政治的唯一途徑。包裝在新聞故事、專欄和新聞評論中的誓言、允諾和花言巧語建構(gòu)起的信息作用于人們的投票決定。人們獲取的大多數(shù)信息都是來自大眾媒介或其他人的二手或三手信息。Althoughtheevidencethatmassmediadeeplychangesattitudesinacampaignisfarfromconclusive,theevidenceismuchstrongerthatvoterslearnfromtheimmense18quantityofinformationavailableduringeachcampaign.People,ofcou
6、rse,varygreatlyintheirattentiontomassmediapoliticalinformation.Some,normallythebettereducatedandmostpoliticallyinterested(andthoseleastlikelytochangePoliticalbeliefs),activelyseekinformation;butmostseemtoacquireit,ifatall,withoutmucheffort.Itjustcomesin.AsBerelsonsuccinctlyputsit：“Onanysingles
7、ubjectmany‘hear’butfew‘listen’.”ButBerelsonalsofoundthatthosewiththegreatestmassmediaexposurearemostlikelytoknowwherethecandidatesstandondifferentissuses.TrenamanandMcQuailfoundthesamethinginastudyofthe1959GeneralElectioninEngland.Voter
