网络传播进程中的传播与说服行为主义心理学视角的公众态度改变研究.doc

网络传播进程中的传播与说服——行为主义心理学视角的公众态度改变研究 1 Abstract Hovland,one of the four originators of Communication, once proposed the famous “attitude change research”, in which he convinced that the factors which affect the communication effect include: The communicator: source credibility expertness and trustworthinessThe communication: message sidedness, fear appeals, resistance to counter-arguments, order of arguments, explicitness of conclusion in the message, group normThe audience: motivation to agree with group, individual difference. The response factors: effect duration, involvementHe believes the spirits of attitude change is reinforcement, which is also accepted by the New Behaviorist psychologists. He also trusts that people learn attitude, and attitude changes along with learningIn this dissertation the writer uses the dimensionality of his theory for referenceAnd she also observes and analyses the “communicators”, the “communication” and the “audience” during the Internet PR process of Sanlu eventInternet brings new change into Hovland’s theory, the writer creatively introduce a new factor “Self-motivate communication behavior” into the persuading process. “Self-motivate communication behavior” is such a kind of behavior which individuals initiatively spread related facts or ideas to others after they receive some information about a particular topic. It is a process which individuals decode the message they received then recode it and spread it. The meaning of defining this concept is that it provides another point of view to study the positive effect of message-receiving and attitude-changing about the status change from audience to media usersThe writer provides very detailed description and theory explanation about Sanlu event. she also proposes the hypothesis “self-motivate communicate behavior has something to do with attitude change ?and tries to convince it by investigating2 Another peculiarity of this dissertation