Section outline

  • General

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  • 大众媒体作为一个社会机构

    Objectives
    ::目标目标目标和目标目标目标目标目标

    Describe the types of mass media in the United States.
    ::描述美国大众传媒的类型。

    Explain the different sociological perspectives of mass media.
    ::解释大众媒体的不同社会学观点。

    Describe some issues affecting mass media today.
    ::描述今天影响大众传媒的一些问题。


    Universal Generalizations
    ::普遍化

    Mass media influences socialization.
    ::大众媒体影响社会化。

    To be productive members of society, people need to know what is going on around them.
    ::要成为社会的生产性成员,人们需要了解他们周围的情况。

    People are bombarded by advertisements regardless of the media.
    ::无论媒体如何,人们都受到广告的轰炸。

    Americans have become more and more disconnected from civic and social life.
    ::美国人越来越与公民和社会生活脱节。

    Life without mass media is inconceivable.
    ::没有大众媒体的生活是不可思议的。


    Guiding Questions
    ::问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问 问

    Does media play an important role in your life?
    ::媒体是否在你的生活中发挥重要作用?

    Do video games contribute to violence?
    ::电子游戏是否助长暴力?

    How does the mass media influence socialization?
    ::大众传媒如何影响社会化?

    What are some advantages of mass media?
    ::大众媒体有哪些好处?

    What are some negative effects of mass media on society?
    ::大众媒体对社会产生了哪些负面影响?

    What are some issues that mass media is facing today?
    ::大众媒体今天面临的一些问题是什么?

    How much power does the news media have?
    ::新闻媒体有多少权力?

    What role does television play in the socialization of children?
    ::电视在儿童社会化方面发挥什么作用?

    Does the Internet encourage disengagement from civic and social life?
    ::互联网是否鼓励脱离公民和社会生活?

     

      Mass Media as a Social Institution
    ::大众媒体作为一个社会机构

    A Facebook page is shown.

    Facebook does more than expand one’s circle of friends from a few dozen to a few hundred. It changes the way we interact with our world. (Photo courtesy of Frederick M. Drocks/flickr
    ::Facebook将朋友圈从几十个扩大到几百个。 它改变了我们与世界互动的方式。 (Frederick M. Drocks/flickr的Photo礼节是Frederick M. Drocks/flickr的。 )

     

    “A social institution is an organization that is critical to the socialization process; it provides a support system for individuals as they struggle to become members of a larger social network”
    ::“社会机构是一个对社会化进程至关重要的组织;它为个人争取成为更大社会网络成员的斗争提供一种支助制度”。

    (Art Silverblatt,  American Behavioral Scientist, 2004)
    :sad美国行为科学家Silverblatt艺术,2004年)

    How many good friends do you have? How many people do you meet up with for coffee or a movie? How many would you call with news about an illness or invite to your wedding? Now, how many “friends” do you have on Facebook? Technology has changed how we interact with each other. It has turned “friend” into a verb and has made it possible to share mundane news (“My dog just threw up under the bed! Ugh!”) with hundreds or even thousands of people who might know you only slightly, if at all. Through the magic of Facebook, you might know about an old elementary school friend’s new job before her mother does.
    ::你有多少好朋友? 你和多少人见面喝咖啡或看电影? 你会给多少人打电话,提供生病的消息或邀请他们参加婚礼? 现在,你在Facebook上有多少“朋友 ” ? 技术改变了我们互动的方式。 它把“朋友”变成了动词,并使得有可能与数百甚至数千人分享普通新闻(“我的狗刚刚在床底下呕吐了! Ugh! ” ) , 这些人可能只略微了解你。 通过Facebook的魔法,你也许知道一个小学老朋友在她母亲之前的新工作。

    At the same time that technology is expanding the boundaries of our social circles, various media are also changing how we perceive and interact with each other. We don’t only use Facebook to keep in touch with friends; we also use it to “like” certain TV shows, products, or celebrities. Even television is no longer a one-way medium but an interactive one. We are encouraged to tweet, text, or call in to vote for contestants in everything from singing competitions to matchmaking endeavors—bridging the gap between our entertainment and our own lives.
    ::与此同时,技术正在扩大我们社会圈的界限,各种媒体也在改变我们彼此的感知和互动方式。 我们不仅使用Facebook来与朋友保持联系;我们还用它来“像”某些电视节目、产品或名人。 即使是电视也不再是单向媒体,而是一个互动媒体。 我们受到鼓励在从歌唱比赛到牵线搭桥活动等一切活动中为参赛者进行推文、发短信或打电话投票 — — 缩小我们娱乐与我们自己生活之间的差距。

    How does technology change our lives for the better? Or does it? When you tweet a social cause or cut and paste a status update about cancer awareness on Facebook, are you promoting social change? Does the immediate and constant flow of information mean we are more aware and engaged than any society before us?
    ::科技如何改善我们的生活? 或者说它如何改善?当你在Facebook上推文社会事业或剪切并粘贴癌症认识的最新状况时,你是否在推动社会变革? 即时和持续的信息流动是否意味着我们比我们面前的任何社会更了解和参与?

    These are some of the questions that interest sociologists. How might we examine these issues from a sociological perspective? A functionalist would probably focus on what social purposes technology and media serve. For example, the web is both a form of technology and of media, and it links individuals and nations in a communication network that facilitates both small family discussions and global trade networks. A functionalist would also be interested in the manifest functions of media and technology, as well as their role in social dysfunction. Someone applying the conflict perspective would probably focus on the systematic inequality created by differential access to media and technology.
    ::这些是社会学家感兴趣的一些问题。我们如何从社会学的角度来研究这些问题?一个功能学家可能侧重于社会用途技术和媒体的作用。例如,网络既是一种技术和媒体的形式,又将个人和国家连接在一个既促进小型家庭讨论又促进全球贸易网络的通信网络中。一个功能学家也会对媒体和技术的明显功能及其在社会功能失调中的作用感兴趣。一个运用冲突观点的人可能会关注由于获得媒体和技术的机会不同而造成的系统性不平等。


    Traditional social institutions such as church, government, school and family once served the role of providing individuals with the knowledge and communicative tools needed to successfully integrate into society.  It was here we learned what was right or wrong in the world, and how to communicate to others through language, appearance or actions, if we were to become upstanding members of society in church we learned through religious doctrine and beliefs.  In school, we were educated in the ways of the professional world, and how to be part of a collective of academics.  Through government we learn of law and order, justice, and criminality, the repercussions of violating societies written rules.  As a member of a family we learn of love and care for others, close knit bonds, and the vital knowledge and ways of the world, passed down from a father or mother to a son or daughter during childhood and adolescence, becoming the scriptures guiding you for the rest of your life, and passed on again to your own sons and daughters.  For most of modern history, these institutions have played these roles and educated us as a society, of how thing should be and the reasons behind them, guiding our morality and sense of justice, This is no longer the case.
    ::教会、政府、学校和家庭等传统社会机构曾经发挥作用,向个人提供成功融入社会所需的知识和交流工具,我们在这里学到了世界上的对错,以及如何通过语言、外观或行动与他人沟通,如果我们想在通过宗教教义和信仰学到的教会中成为社会的正直成员,我们通过宗教教义和信仰学习的教会成为社会的正直成员;在学校,我们受过专业世界方式的教育,以及如何成为学术界集体的一部分;通过政府,我们学会了法律和秩序、正义和犯罪,以及违反社会成文法则的影响;作为一个家庭的成员,我们学会了爱和照顾他人,密切的纽带,以及世界的重要知识和方式,从父亲或母亲到儿童或女儿,在童年和青少年时期,成为指导你一生的经文,再次传给自己的儿女;由于大多数现代历史,这些机构扮演了这些角色,教育我们作为一个社会,了解他们应该如何和背后的原因,指导我们的道德和正义意识,这已不再是事实。

     With the emergence of mass media towards the end of the 20th century through televised programming, movies and radio, and accelerated further with the booming growth of the Internet in recent decades; mass media is now becoming the dominant social institution, catering for the needs of society and educating its citizens.  In a fast-moving and mobile modern society, mass media provides a medium easily accessed through technology, making the traditional social institutions of family, church, government of school redundant in their former roles.  Individuals are increasingly looking to the media for direction in rules of behavior and societal values, while being provided with a sense of membership through the programs we watch or media trends we follow.  Order and stability is provided by the media through scheduled programming affecting how people arrange their daily routines and ultimately affecting cultural lifestyle through what we wear, listen to, say and do day to day.  The Internet, a vast source of instantaneous information, now fulfills an educational role in society, catering an individuals personal preferences and ideals. 
    ::随着20世纪末大众媒体的出现,通过电视节目、电影和电台的节目、电影和广播,随着互联网近几十年来的蓬勃发展而加速;大众媒体现在正在成为主流社会机构,满足社会的需求并教育其公民;在快速移动的现代社会中,大众媒体通过技术提供一种易于获取的媒体,使传统的家庭、教会、学校政府等传统社会机构在以前的角色上变得多余;个人日益期待媒体在行为和社会价值观方面提供指导,同时通过我们所观察的节目或我们所遵循的媒体趋势来提供一种成员资格感;媒体通过有计划的方案提供秩序和稳定,影响人们如何安排日常活动,最终通过我们每天穿戴、倾听、说和做的衣服影响文化生活方式;因特网是瞬间信息的一大来源,现在在社会中发挥着教育作用,满足个人的个人偏好和理想。

      


    Mass Media and Technology as a Social Institution
    ::大众媒体和技术作为社会机构

    Pages of newspaper are shown flowing through a printing press.

    The modern printing press (as well as its dated counterparts) embodies the intertwined nature of technology and media. (Photo courtesy of Anuj Biyani/flickr)
    ::现代印刷机(以及其过时的印刷机)体现了技术和媒体的相互交织性质。 (Anuj Biyani/flickr赠送Photo)


    From the time the printing press was created (and even before), technology has influenced how and where information is shared. Today, it is impossible to discuss media and the ways that societies communicate without addressing the fast-moving pace of technology. Twenty years ago, if you wanted to share news of your baby’s birth or a job promotion, you phoned or wrote letters. You might tell a handful of people, but probably you wouldn’t call up several hundred, including your old high school chemistry teacher, to let them know. Now, by tweeting or posting your big news, the circle of communication is wider than ever. Therefore, when we talk about how societies engage with technology we must take media into account, and vice versa.
    ::从印刷机创建之时(甚至更早),技术就影响了信息分享的方式和地点。 如今,如果不解决技术快速发展的问题,就不可能讨论媒体和社会沟通方式。 20年前,如果你想分享有关你孩子出生或工作晋升的消息,你就会打电话或写信。 你可能会告诉少数人,但也许你不会打电话叫几百人,包括你的老高中化学老师,让他们知道。 现在,通过推特或发布你的大新闻,通信圈比以往更加广泛。 因此,当我们谈论社会如何与技术打交道时,我们必须考虑媒体,反之亦然。

    Technology creates media. The comic book you bought at the drugstore is a form of media, as is the movie you rented for family night, the internet site you used to order dinner online, the billboard you passed on the way to get that dinner, and the newspaper you read while you were waiting to pick up your order. Without technology, media would not exist; but remember, technology is more than just the media we are exposed to. 

    ::科技创造媒体。你在药店购买的漫画书是一种媒体形式,就像你为家庭之夜租用的电影,你用来在网上订购晚餐的互联网网站,你为获得晚饭在路上经过的广告牌,以及在你等待获得订单时阅读的报纸。没有技术,媒体就不会存在;但记住,技术不仅仅是我们所接触的媒体。

      


    Never in the world's entire history has there been such a vast availability of media than in this current day and age. Books; newspapers (although these may completely disappear in their paper format); TV channels; cell phone texts, Internet-capable phones, video, photos, and Internet connections; e-books; radio and satellite radio; movies and DVDs/Blue Rays; magazines and e-zines; billboards; and who knows whatever technology might come out by breakfast time tomorrow. We are surrounded by and figuratively swim in mass media every day of our lives. A recent US Census Bureau report highlighted the availability of technology to US Families between 1984 and 2011 and there is a great deal of access to it for many. About 67.2 percent had access to the Internet via a Smartphone while over 7 out of 10 homes had a computer and Internet access in 2011, up from about 50 percent back in 2001 (retrieved 10 June 2014 from P20-569 May 2013 Computer and Internet Use in the US; Figure 1 Household Computer and Internet Use: 1984-2011.
    ::全世界历史上从未有过比现在这个时代和今天如此庞大的媒体。 书籍;报纸(尽管这些报纸可能完全以纸质形式消失);电视频道;手机文本、互联网能力电话、视频、照片和互联网连接;电子书籍;无线电和卫星电台;电影和DVD/蓝雷;杂志和电子电视;广告牌;以及谁知道明天早餐时间可能推出的任何技术。我们周围都是大众传媒,并且每天都在大众传媒中以比喻方式游泳。 美国人口普查局最近的一份报告强调美国家庭在1984年至2011年期间拥有技术,许多人可以大量使用这些技术。 2011年,大约67.2%的人通过智能手机上网,超过10个家庭中有7个拥有计算机和互联网接入,比2001年的大约50%有所增加(从2013年5月P20-569美国计算机和互联网使用到2014年6月10日检索)。 图1 《1984-2011年家庭计算机和互联网使用:1984-2011年》。

      

    Mass Media  are channels of communication in a mass society, especially electronic and print media. Mass media are not verbal and represent the use of technology in communication. Media can be found in artifacts from lost civilizations thousands of years into the past. Paintings on cave walls, pottery, or even field sculptures of stones all represent some of these ancient forms. Etchings on metal plates or writings on skin or paper scrolls were made at great expense in the past. They were rare then and only a few are still available today.
    ::大众传媒是大众社会中的沟通渠道,特别是电子和印刷媒体,大众传媒不是口头的,而是传播技术的运用,在数千年历史以来的文明失传的文物中可以找到媒体,在洞穴墙上画画、陶器、甚至石块的实地雕塑都代表着这些古老的形式,过去在金属板上或皮肤或纸卷上的刻画或刻画都付出了巨大的代价,当时是罕见的,今天仍然只有极少数。

    In the early 1400s Johannes Gutenberg, who was a goldsmith, invented the world's first mechanical press. The Gutenberg Bible was the first ever mass produced book and its introduction into society marked the beginning of printed media. Gutenberg not only invented a printing press, he facilitated the ability of the masses to learn how to read. He also created a logical cultural process in Western Civilization, wherein most of us learned how to read, think, store, and process information. Top to bottom, left to right, punctuation, spelling, and grammar considerations all became part of the mainstream culture.
    ::1400年代初期,约翰内斯·古滕贝格是一位金匠,他发明了世界上第一部机械印刷机。古腾堡圣经是有史以来第一部大规模出版的书籍,它被引入社会标志着印刷媒体的开始。古腾堡不仅发明了印刷机,还促进了大众学习阅读的能力。他还在西文明中创造了一个符合逻辑的文化进程,我们大多数人在这个进程中学会了阅读、思考、储存和处理信息。从上到下,左到右,标注、拼写和语法的考虑都成为主流文化的一部分。

    Many cultures have different rules about how to read and write, yet all follow a logical and linear pattern of reading and writing. This pattern remained in place, un-challenged until the Internet came onto the scene. Over the last 30 years, technology that led up to the Internet as we know it today changed the rules of reading and gathering information through the media. The Internet currently connects over a billion online users together worldwide. Whereas the paper form of media is bound by its physical mass, the Internet form of media is limitless because it is based on light and electricity, both of which travel very fast and facilitate information sharing in nearly limitless volumes and rates of speed .
    ::许多文化对于如何阅读和写作有不同的规则,但都遵循一种逻辑和线性阅读和写作模式,这种模式仍然存在,直到互联网出现为止,没有受到质疑,在过去30年里,导致互联网的技术在今天我们所知道的互联网上改变了通过媒体阅读和收集信息的规则,互联网目前将全世界10亿多在线用户连接在一起,虽然纸质媒体形式受到其物质质量的约束,但互联网媒体的形式是无限的,因为它以光和电为基础,两者都非常快速地运行,并且以几乎无限的量和速度促进信息共享。

    The media has societal functions as one of the seven basic social institutions in our modern societies. First the media disseminates information. Not all of that information is created equally. Some media is the focus of tremendous protest and outcry while other forms of media are less conspicuous and controversial. The media also molds and shapes public opinion while reporting current events. Because media corporations have rather strict control over the stories they tell, we in the US often don't even find out about many salient international issues. These issues may be crucial to non-US citizens, but are not reported by US media outlets. Often the US is criticized for its narrow world view.
    ::媒体具有社会功能,是我们现代社会的七个基本社会机构之一。 首先,媒体传播信息。 并非所有信息都是平等创造的。 有些媒体是强烈抗议和抗议的焦点,而其他形式的媒体则不那么引人注目和争议性。 媒体在报道当前事件的同时,也塑造和塑造了公众舆论。 由于媒体公司相当严格地控制了他们所讲的故事,我们美国人往往甚至没有发现许多突出的国际问题。 这些问题对非美国公民可能至关重要,但美国媒体并不报道。 美国常常因其狭隘的世界观而受到批评。

      


    Types of Media and Technology
    ::媒体和技术种类的媒体和技术

    Media and technology have evolved hand in hand, from early print to modern publications, from radio to television to film. New media emerge constantly, such as we see in the online world.
    ::从早期印刷到现代出版物,从广播到电视到电影,媒体和技术都同步发展。 新的媒体不断出现,如在线世界所见。

    Early forms of print media, found in ancient Rome, were hand-copied onto boards and carried around to keep the citizenry informed. With the invention of the printing press, the way that people shared ideas changed, as information could be mass produced and stored. For the first time, there was a way to spread knowledge and information more efficiently; many credit this development as leading to the Renaissance and ultimately the Age of Enlightenment. This is not to say that newspapers of old were more trustworthy than the  Weekly World News  and  National Enquirer  are today. Sensationalism abounded, as did censorship that forbade any subjects that would incite the populace.
    ::在古罗马发现的早期印刷媒体形式是手翻版,并随身携带,让公民了解情况。随着印刷机的发明,人们交流思想的方式发生了变化,信息可以被大规模生产和储存。第一次有办法更有效地传播知识和信息;许多人将这种发展归功于导致文艺复兴并最终导致启蒙时代。这并不是说旧报纸比《周刊世界新闻》和《国民调查》更值得信赖。感官主义和禁止任何煽动民众的话题的检查也到处可见。

    The invention of the telegraph, in the mid-1800s, changed print media almost as much as the printing press. Suddenly information could be transmitted in minutes. As the 19th century became the 20th, American publishers such as Hearst redefined the world of print media and wielded an enormous amount of power to socially construct national and world events. Of course, even as the media empires of William Randolph Hearst and Joseph Pulitzer were growing, print media also allowed for the dissemination of countercultural or revolutionary materials. Internationally, Vladimir Lenin’s  Irksa  ( The Spark ) newspaper was published in 1900 and played a role in Russia’s growing communist movement (World Association of Newspapers 2004).
    ::20世纪初,美国出版商赫斯特(Hearst)重新定义了印刷媒体的世界,并运用了巨大的力量从社会上构建国家和世界事件。 当然,即使威廉·兰道夫·赫斯特和约瑟夫·普利策的媒体帝国正在壮大,印刷媒体也允许传播反文化或革命性材料。 在国际上,弗拉基米尔·列宁(Vladimir Lenin)的《伊尔克萨(Sarksa)》报纸于1900年出版,并在俄罗斯不断增长的共产党运动(世界报纸协会 (2004 ) ) 中扮演了重要角色。

    With the invention and widespread use of television in the mid-20th century, newspaper circulation steadily dropped off, and in the 21st century, circulation has dropped further as more people turn to internet news sites and other forms of new media to stay informed. According to the Pew Research Center, 2009 saw an unprecedented drop in newspaper circulation––down 10.6 percent from the year before (Pew 2010).
    ::随着20世纪中叶电视的发明和广泛使用,报纸发行量稳步下降,21世纪,随着越来越多的人转向互联网新闻网站和其他形式的新媒体不断了解情况,媒体发行量进一步下降。 据皮尤研究中心(Pew 研究中心)称,2009年,报纸发行量比前一年(Pew 2010)下降了10.6%,这是前所未有的。

    This shift away from newspapers as a source of information has profound effects on societies. When the news is given to a large diverse conglomerate of people, it must (to appeal to them and keep them subscribing) maintain some level of broad-based reporting and balance. As newspapers decline, news sources become more fractured, so that the audience can choose specifically what it wants to hear and what it wants to avoid.
    ::这种从报纸作为信息来源的转变对社会产生了深远的影响。 当新闻被提供给了众多不同的群体时,它必须(呼吁他们并保持他们的签名 ) , 保持某种程度的基础广泛的报道和平衡。 随着报纸的下降,新闻来源变得更为支离破碎,因此观众可以具体选择自己想要听到的和想要避免的。

      


    Television and Radio
    ::电视和广播

    Radio programming obviously preceded television, but both shaped people’s lives in much the same way. In both cases, information (and entertainment) could be enjoyed at home, with a kind of immediacy and community that newspapers could not offer. For instance, many older Americans might remember when they heard on the radio that Pearl Harbor had been bombed, or when they saw on the television that President John F. Kennedy had been shot. Even though people were in their own homes, media allowed them to share these moments in real time. This same kind of separate-but-communal approach occurred with entertainment too. School-aged children and office workers gathered to discuss the previous night’s installment of a serial television or radio show.
    ::电台节目显然比电视先播,但两者都以同样的方式塑造了人们的生活。 在这两种情况下,信息(和娱乐)都可以在家中享受,在报纸无法提供的即时和社区中可以享受。 比如,许多年长的美国人可能记得他们在电台听到珍珠港遭到轰炸,或者在电视上看到肯尼迪总统被枪杀。 即使人们在自己的家中,媒体也允许他们实时分享这些时刻。 在娱乐中也出现了同样的不同但社区的做法。 学龄儿童和办公室工作人员聚集一堂,讨论前一晚的连续电视或电台节目安装事宜。

    Right up through the 1970s, American television was dominated by three major networks (ABC, CBS, and NBC) that competed for ratings and advertising dollars. They also exerted a lot of control over what was being watched. Public television, in contrast, offered an educational nonprofit alternative to the sensationalization of news spurred by the network competition for viewers and advertising dollars. Those sources—PBS (Public Broadcasting Service), the BBC (British Broadcasting Company), and CBC (Canadian Broadcasting Company)—garnered a worldwide reputation for quality programming and a global perspective. Al Jazeera, the Arabic independent news station, has joined this group as a similar media force that broadcasts to people worldwide.
    ::70年代,美国电视台一直以三大主要网络(ABC、CBS和NBC)为主,它们竞相争取评级和广告美元,它们也对观看的节目施加许多控制,而公共电视台则提供一种非盈利的教育替代手段,以取代网络观众和广告美元竞争所激发的新闻轰动。 这些来源——BBBS(公共广播服务)、BBC(英国广播公司)和CBC(加拿大广播公司)在高质量节目和全球视角方面赢得了全世界的声誉。 阿拉伯独立新闻台“半岛”加入了这个团体,成为向全世界人民广播的类似媒体力量。

    The impact of television on American society is hard to overstate. By the late 1990s, 98 percent of U.S. homes had at least one television set, and the average American watched between two and a half to five hours of television daily. All this television has a powerful socializing effect, with these forms of visual media providing reference groups while reinforcing social norms, values, and beliefs.
    ::电视对美国社会的影响很难夸大。 到20世纪90年代末,98%的美国家庭至少有一台电视机,平均每天有两小时半到五个小时的美国人观看电视。 所有这些电视都具有强大的社会化效应,这些形式的视觉媒体提供了参考群体,同时强化了社会规范、价值观和信仰。

      



    Television Viewing
    ::电视观看

    We in the US love media in all its forms. Nielsen Media Research regularly reports on how much TV people in the US typically watch. In the US during the year 2013, each day, the average person watched about 4.5 hours of TV, spent more than 2 hours online; listened to the radio for nearly 1.5 hours; and read paper-printed magazines and newspapers nearly 30 minutes per day (retrieved 10 June 2014  . Digital Set to Surpass TV in Time Spent with US Media: Mobile helps propel digital time spent with US media, e-article).
    ::我们美国人喜欢一切形式的媒体。 尼尔森媒体研究(Nielsen Media Research)定期报道美国电视观众通常收看多少。 2013年,在美国,平均观众每天观看约4.5小时的电视,在网上度过了2小时以上;收听了近1.5小时的收音机;每天阅读纸印杂志和报纸近30分钟(2014年6月10日检索。 美国媒体花在时段的“超过电视数字集 ” : 移动帮助推动美国媒体花在电子文章上的时间。

    If they are pretty close on their estimate and each of us watches about 4 hours per day, then that's a great deal of TV in a lifetime. Multiply 4 hours by (7 days then 52 weeks), you'll find that we watch an estimated 1,456 hours of TV per year. If we maintained that every year from Kindergarten through 12th grade we'd end up having watched about 17-19,000 hours of TV by the time we graduated high school (give or take a few hours per week). Interestingly, K-12 typically equals about 16-17,000 hours of at school learning by the time of graduation. Not only do we watch TV shows but we also watch TV commercials-perhaps a quarter million by the time we graduate high school. Estimates vary but we also use the Internet, radio, cell phone, video games, and big screen movies as forms of daily media consumption.
    ::如果他们的估计数非常接近,而且我们每人每天看大约4小时,那么这就是一生的电视。乘以4小时乘以4小时(7天,52周),你就会发现我们每年看大约1 456个小时的电视。如果我们坚持每年从幼儿园到12年级都看17-19 000小时的电视,那么我们高中毕业时(每周要或花几个小时),我们就会看到大约17-19 000小时的电视。有趣的是,K-12通常相当于毕业时学校学习的16-17,000小时。我们不仅看电视节目,而且在高中毕业时也看25万小时的电视广告。估计是不同的,但我们也使用互联网、电台、手机、视频游戏和大屏幕电影作为日常媒体消费的形式。

    Television viewing is not completely without effect upon the viewer. George Gerbner (1919-2005) was a professor of Communications. He founded the  Cultivation Theory  which claims that the types of TV viewing we watch accumulate within us and impact our world view. In other words, if we only watched crime, detective, and forensic shows we would have the additive effect of these shows on our perception of how the world really is. The types of TV we watch passively, yet persistently shape our world view.
    ::电视观看对观众并非完全没有影响。 George Gerbner(1919-2005年)曾是通信教授。他创建了种植理论,声称我们观看的电视类型在我们体内积累并影响着我们的世界观。 换句话说,如果我们只观看犯罪、侦探和法医的节目,这些节目就会对我们如何看待世界的真面目产生附加效应。 我们被动地观看的电视类型,却持续地塑造着我们的世界观。

    The Mean World Syndrome is the tendency to view society as being meaner and more violent than it really is because of the violent and harsh TV shows one has watched over the years (see George Gerbner's (1994) "Reclaiming Our Cultural Mythology." In The Ecology of Justice (IC#38), Spring page 40, Context Institute retrieved 16 April 2009 from http://www.context.org/ICLIB/IC38/Gerbner.htm ). 
    ::平均世界综合症(Spoen World Institute)是把社会看成比实际情况更卑鄙、更暴力的倾向,因为多年来人们观看的电视剧充满暴力、更严厉(见George Gerbner(1994年)《重新唤起我们的文化神话》,载于《正义的生态学》(IC#38),Spring page 40,背景研究所2009年4月16日检索到http://www.context.org/ICLIB/IC38/Gerbner.htm)。

    If someone preoccupied their daily TV viewing to soap operas then Gerbner would say that that person would have a world focus that overemphasized soap opera-melodramatic themes. The same could be said of anyone who watches mostly: police shows, pornography, sports, news, or reality TV.
    ::如果有人忙于每天看肥皂剧的电视,那么Gerbner就会说,这个人的世界焦点将会是高估肥皂剧戏剧主题的世界焦点。 大部分看的人也会这样说:警察表演、色情制品、体育、新闻或现实电视。

    But, keep in mind that TV is not produced by people who simply want to entertain us. So, what is the main purpose of media in our day? Money. Entertainment, access to information, advertising, and/or attitude shifting is at the core of most media-based ventures. They charge money for the commercial time or product placement. What they really want is for you to watch their shows and see their advertisements and buy a product or service because you were watching. The online Television Advertising Bureau (TAB) reported that most people use broadcast television and that during a recession most people sacrifice pricey cable for the bare minimum broadcast television (see   . Most importantly as we focus on the for-profit advertising issue, in 1970 $3,596,000,000 was spent on US television advertising alone. In 2012 that was up to approximately $74 billion (retrieved 19 May 2014 from    
    ::但请记住,电视不是由那些只想娱乐我们的人制作的。所以,今天媒体的主要目的是什么?钱。钱。娱乐、获取信息、广告和/或态度转变是大多数媒体企业的核心。他们收取商业时间或产品配置费用。他们真正想要的是你观看他们的节目,看他们的广告,购买产品或服务,因为你正在观看。在线电视广告局(TAB)报告说,大多数人使用广播电视,在经济衰退期间,大多数人为最起码的广播电视牺牲价格高的电缆(见。最重要的是,当我们关注营利广告问题时,1970年仅美国电视广告就花费了3 596 000 000 000美元。 2012年,这一数字高达740亿美元(从2014年5月19日起)。

    Profit Motive of Mass Media
    ::大众传媒利润运动

    In Western society, privately owned media was never intended to serve this new role as social institution. Rather instead serve to draw in audience by any means necessary and make a profit for the company or organization funding the media content. In state-owned media, found in countries such as Vietnam and China, the power of media as a social institution is fully realized by using it to tell audiences (and therefore its people) what to think and what to do. It allows governments to maintain political agendas and ensure public opinion is positive and passive, therefore ensuring social stability.
    ::在西方社会,私人拥有的媒体从未打算发挥这种作为社会机构的新作用,相反,它却以任何必要的手段吸引受众,为资助媒体内容的公司或组织谋取利润。 在越南和中国等国家的国有媒体中,媒体作为社会机构的力量通过利用它告诉受众(以及人民)什么是思考和做什么而完全实现。 它允许政府保持政治议程,确保公众舆论是积极和被动的,从而确保社会稳定。

    Western media, being predominantly privately owned, seeks solely for profit, often by producing content of no benefit to society, but instead to attract audiences and generate revenue. With this model of media increasingly being used as societies moral guidance and support, we need to ensure that it is monitored and critically examined, so as to ensure the messages and knowledge gained from it is meaningful and of benefit to society.
    ::西方媒体以私人为主,它只追求利润,往往产生对社会毫无好处的内容,而是吸引受众和创造收入。 随着这种媒体模式越来越多地被用作社会道德指导和支持,我们需要确保它受到监督和严格审查,以确保从中获取的信息和知识有意义并有益于社会。

      

    Film
    ::电影电影电影

    The film industry took off in the 1930's, when color and sound were first integrated into feature films. Like television, early films were unifying for society: As people gathered in theaters to watch new releases, they would laugh, cry, and be scared together. Movies also act as time capsules or cultural touchstones for society. From tough-talking Clint Eastwood to the biopic of Facebook founder and Harvard dropout Mark Zuckerberg, movies illustrate society’s dreams, fears, and experiences. While many Americans consider Hollywood the epicenter of moviemaking, India’s Bollywood actually produces more films per year, speaking to the cultural aspirations and norms of Indian society.
    ::20世纪30年代,电影业开始运转,当时色彩和声音首先被纳入了特写电影。 像电视一样,早期电影正在为社会团结起来:当人们聚集在剧院看新发行的电影时,他们会一起欢笑、哭泣和害怕。 电影也成为社会的时间胶囊或文化试金石。 从强硬的克林特·伊斯特伍德到脸书创始人和哈佛辍学者马克·扎克伯格(Mark Zuckerberg)的生肖,电影描绘了社会的梦想、恐惧和经验。 虽然许多美国人认为好莱坞是电影制作的中心,但印度的宝莱伍德(Bollywood)实际上每年制作更多的电影,讲述印度社会的文化愿望和规范。


    New Media
    ::新媒体

    The Twitter logo is shown on a computer monitor screen.

    Twitter has fascinated the world in 140 characters or less. What media innovation will next take the world by storm? (Photo courtesy of West McGowan/flickr)  
    ::Twitter让世界迷上了140个字符或更少的字符。 下一个媒体创新将给世界带来什么风暴? (Photo是West McGowan/flickr的礼物)


    New media  encompasses all interactive forms of information exchange. These include social networking sites, blogs, podcasts, wikis, and virtual worlds. Clearly, the list grows almost daily. New media tends to level the playing field in terms of who is constructing it, i.e., creating, publishing, distributing, and accessing information (Lievrouw and Livingston 2006), as well as offering alternative forums to groups unable to gain access to traditional political platforms, such as groups associated with the Arab Spring protests (van de Donk et al. 2004). However, there is no guarantee of the accuracy of the information offered. In fact, the immediacy of new media coupled with the lack of oversight means that we must be more careful than ever to ensure our news is coming from accurate sources.
    ::新媒体包括所有互动形式的信息交流,其中包括社交网站、博客、播客、维基和虚拟世界。显然,名单几乎每天都在增加。新媒体倾向于在谁在构建、创建、出版、传播和获取信息(利弗鲁和利文斯顿,2006年)方面实现竞争环境的平等,并为无法进入传统政治平台的团体提供替代论坛,如与阿拉伯之春抗议有关的团体(van de Donk等人,2004年),然而,无法保证所提供信息的准确性。事实上,新媒体的即时性加上缺乏监督意味着我们必须比以往更加谨慎,以确保我们的新闻来自准确的来源。

      



     


    The Influence of Mass Media
    ::大众媒体的影响




    Media Effects
    ::媒体效果

    This video, produced in collaboration with the World Bank Institute, uses animation as an innovative learning medium designed to present in an engaging format key communication concepts and principles.
    ::该录像与世界银行研究所合作制作,将动画作为创新的学习媒介,目的是以一种有吸引力的格式展示关键的传播概念和原则。