英语翻译The history of studies of the media audience can be seen as a series of oscillations between perspectives which have stressed the power of the text (or message) over its audiences and perspectives which have stresses the barriers "protect

英语翻译The history of studies of the media audience can be seen as a series of oscillations between perspectives which have stressed the power of the text (or message) over its audiences and perspectives which have stresses the barriers "protect
英语翻译
The history of studies of the media audience can be seen as a series of oscillations between perspectives which have stressed the power of the text (or message) over its audiences and perspectives which have stresses the barriers "protecting" the audience from the potential effects of the messageThe first position is most obviously represented by the whole tradition of effects studies,mobilising a "hypodermic" model of media influence,in which the media are seen to have the power to "inject" their audiences with particular "messages",which will cause them to behave in particular ways This has involved,from the Right,perspectives which see the media as causing the breakdown of "traditional values" and,from the Left,perspectives which see the media causing their audience to remain quiescent in political terms,inculcating consumerist values,or causing then to inhabit some form of false consciousness.One of the most influential versions of this kind of "hypodermic" theory of media effects was that advanced by Theodor Adorno and Max Horkheimer,along with other members of the Frankfurt School of Social Research.Their "pessimistic mass society thesis" reflected the authors' experience of the breakdown of modern Germany into fascism during the 1930s,a breakdown which was attributed,in part,to the loosening of traditional ties and structures--which were seen as then leaving people more "atomised" and exposed to external influences,and especially to the pressure of the mass propaganda of powerful leaders,the most effective agency of which was the mass media.This "pessimistic mass society thesis" stressed the conservative and reconciliatory role of "mass culture" for the audience.Mass culture was seen to suppress "potentialities",and to deny awareness of contradictions in a "one-dimensional world"; only art,in fictional and dramatic form,could preserve the qualities of negation and transcendence.Implicit here,was a "hypodermic" model of the media which were seen as having the power to "inject" a repressive ideology directly into the consciousness of the masses.

英语翻译The history of studies of the media audience can be seen as a series of oscillations between perspectives which have stressed the power of the text (or message) over its audiences and perspectives which have stresses the barriers "protect
媒体听众的研究历史可能被视为在强调在它的听众和有强调障碍 "保护" 来自 messageThe 第一位置的潜在效果的听众是最被效果研究的整个传统明显地表现的远景上的本文 ( 或信息) 的力量远景之间的一系列的振动,动员媒体影响力的一个 "hypodermic" 模型, 在哪一媒体被看到从右边 , 当做引起传统的价值崩溃媒体和的远景用个别项目 "信息" 让 "注射" 的电源他们的听众,从左边者,媒体引起他们的听众以政治上的口吻保持静态,教授 consumerist 价值, 或然后引起居住于错误的意识一些形式的远景, 将会引起他们做出特别的举止这有积极参与的.媒体效果的这种 "hypodermic" 理论的最有影响的版本之一是那前进被 Theodor Adorno 和最大 Horkheimer,连同社会的研究法兰克福学校的其他成员一起.他们的悲观大众社会论题在 1930 年代期间反映现代的德国崩溃的作家经验进法西斯主义之内,是归于的崩溃,一部份 ,对传统的关系和结构的放松-- 被看到当然后正在留下人较多的 "atomised" 而且对外部的影响力暴露之时, 和尤其对有力的领袖大众的宣传压力, 最有效的代理是大众传媒. 这个悲观的大众社会论题为听众强调 "大众文 化" 的保守和和解的角色.大众文 化被看到镇压 "可能力", 和否认对矛盾的注意在一 "一-空间的世界";不过艺术,在虚构的和戏剧性的形式中,可以保护否定和超越的质量. 暗示的这里,是看到当做让 "注射" 的电源一个压抑的观念学直接地进入块的意识之内的媒体一个 "hypodermic" 模型.