Who said what?

What did you say?

To whom?

Communication is the transmission of information

Transmission is the process by which the transmitter controls the recipient

Communication is a subjective game played by the transmitter

Invisible power permeates communication, and language contains coercion that we cannot perceive

Propagation should be an absolutely free and uncontrolled process

Communication is an equal communication and dialogue between each other, in which the two parties gain mutual understanding and consensus.

The goal of the theory is to explain a phenomenon

Theory is a conceptual system

The establishment of theories must follow standard procedures

1. It guides the examples and premises of most members of an academic group, and it guides people to discover and solve problems.

2. Paradigm is a worldview recognized and shared by an academic community. A certain paradigm forms an "invisible college"

3. The paradigms between different academic communities are inconsistent, contradictory and confrontational. The lack of conflict paradigm is closer

Theory of existence (on)

Research questions

Sociology's view on the nature of the phenomenal world

Research questions

Sociology's view on the nature of the phenomenal world

Value is the "usefulness" of things that obey human purposes or needs.

Research questions

Attitudes to study value issues

General evaluation criteria

Objective empiricist paradigm

Interpretation of empiricism and critical theory

Media for compressing time

The dialogue between the dead

Conquer death

Media for compressing space

The fantasy of the living

Conquer the distance

1. As a medium of technology, telegraph and television

2. As a medium of content, TV program content

3. As the information format, the medium is the message

4. As a medium for the organization

Classification knowledge

Pattern knowledge

Media—that is, human extension—the way of perceiving the world and the framework for understanding the environment—the message of social interaction

Extend different sensory organs, words are extensions of eyes, radios are extensions of ears

Time-limiting medium

Space-oriented media

structure

active

Field features

Get used to

In another way, the substitution and symbolization of things, through substitution, arouses our imagination of the thing

Representation is the substitution and reappearance of things with symbolic symbols

Experience: It can only be obtained by combining representation and meaning

Meaning is obtained through experience through representation

Why give something a certain meaning?

How is the process of giving meaning done?

How does a certain group reach a consensus on meaning?

What force affects the meaning-giving process?

Connecting various things (concrete and abstract) with our conceptual system to create “meaning”

Create a connection between the first system concept diagram and the symbols shared by a group

One is form (strokes, pronunciation, writing, images, videos, etc. of a character)

The idea or concept connected to this form

It refers to not an object, but a psychological reappearance of that object

The process of linking signifier and signifier

Gain meaning in the difference between cattle and sheep

The knowledge structure, social status, decoding context and the relationship between communicators of the audience

The coding and decoding process of meaning is the ideological struggle and struggle in language

The impact of ideology is a complex process of compromise and confrontation

Material goods attract public attention

Cultural goods attract attention for sale to advertisers

The basic model (schema) is a cognitive structure: the properties of concepts and the relationship between attributes, and is organized knowledge.

Expression of the base model

Types of base molds

Media base model

The louder the voice of one side, the weaker or even disappear, the power of both sides is spiral

The agenda refers to a series of issues that spread at a certain point in time.

What we study is what people think instead of how they think

The transmission of questions from the media to the public (what to think), consequences: the process of forming personal opinions (how to think)