Communication research began in the war years to serve for the purpose of war propaganda, the competition in the auto market today, from the many media, business information dissemination can be found in the case of the light of the wisdom of Communication.
What is communication? Why study communication? Communication and cars have to do? development of the Internet is now in full swing, and today we are talking about web2.0, talking about Twitter era, there web3.0, these are all spoken communication it?
What is Communication: Communication is the study of human communication activities and the laws of science, is a comprehensive analysis of all quantitative, empirical and based on behavioral research methods, the formation of research methods and perspectives. Communication is a social science a branch is a development and improvement is the science. Communication is a very real value of learning, the use of good communication to both the media, the editors / reporters, or enterprise information dissemination and development, have a very practical value.
course, when we learn communication, it should be remembered that the founder of the science and the historical background of communication.
I, the founder of Communication
Lippmann is a columnist and journalist, who in 1922 wrote an influential book, the application of stereotype content. his concern about the influence of newspapers, especially the newspaper as a propaganda tool, the main topic of the First World War. He is also concerned about the fact that people's understanding of the world by image the beginning of modern science, one advocate. He graduated from the University of Chicago, Ph.D. Yale University and later taught at his alma mater, former President of American Political Science Association. He devoted his life to break the artificial delineation of boundaries between disciplines in political science, communication and sociology and other fields have become the founder. He was the first in the field of publicity has a great impact, in 1927, he published a doctoral thesis on promotional strategies in the First World War and its effects. He and Berelson's content analysis, as the main research methods of communication. In addition, Lasswell also many of the basic theories of communication over the issue of further study. published in 1948, known as the classic paper communication Communication Research outlines five key areas, and discusses the social function of communication. These results on the structure of the theoretical system of communication is important.
Lazarsfeld Austrian-American, the famous sociologist . graduated from the University of Vienna, has been philosophy, humanities and law degrees. Lazarsfeld is a communication research method was the most influential one of .1932, the earliest use of the field survey in Vienna in the broadcast of. established after the Columbia University Center for Applied Social Research, the famous sociologist, Merton worked for many years. He proposed the , opened the way communication mechanism. He also proposed the tool maker, the role of Studies on the Group Dynamics Research Center. Lewin is the founder of Group Dynamics, Massachusetts Institute of Technology has created a Research Center of Group Dynamics. He is very spread of the group, and group norms in the population attributable impact on individuals rather contribution. He has designed a classic experiment on group communication, and proposed the famous how groups of individuals, groups, the effect of mutual influence, how it affects the media research group, promoted the establishment of communication.
Hovland of Yale University professor of American experimental psychologist, in the psychological life of Influence of human behavior. graduated from Northwestern University, received his Ph.D. at Yale University. Candidates who served during World War II U.S. Army headquarters in the psychological laboratory director, led the expert group thought the U.S. military guidance and research training programs of the military improve morale within the educational film on the role and effectiveness. after the war returned to Yale University, presided over the for the establishment of communication to make a contribution. Hovland of the most outstanding contribution to the communication, namely the introduction of the dissemination of psychological research experiments, and second, through the dissemination of research results revealed the formation conditions and complex to deny the early Swell, Lewin, Lazarsfeld, and Hovland's research work for the creation of communication laid the foundation, can be called the founder. future researchers in their basis, the development of communication research complete and complex system, the research methods for more detailed distinction of modern communication research from skyrocketing.
Second, the development of two schools of communication
stages of development communication research in the dissemination of research results the emergence of a number of valuable theoretical depth, more important is this period that the critical school of communication. So far, roughly divided into two schools of communication research:: First experience in school, one school of criticism. faction to the United States as the center and those who are based in Western Europe as the core of the critical school of them to stand on critical stance on the review of capitalist society, which focuses on cultural studies.
the empirical school of communication, mainly refers to the American scholar represented by the traditional school, they are in communication research in the mainstream. them to study from a behavioral perspective, the experience in the study materials and focus on empirical study, it is claimed to be empirical school. Western Europe, some scholars believe that the U.S. experience in school The study was standing on the starting position of the Administration, and therefore also what they call the Chief School. empirical school study is characterized by: the reasonableness of the existing social system does not care, but the maintenance and improvement of the existing social system and their functions . They can be self-regulating society as a balanced and organic organisms. empirical school adheres to the method of empirical research empirical position in the direction adhere to the study of pragmatism, insisted in the guiding ideology of social pluralism View.
Communication critical school in the 60s of this century, the rise in Europe. Its rise to a large extent by the Frankfurt School of Social Sciences. It really is not a unified whole, but also contains a number of factions. held by each one of these schools said that their own categories, but they are also a common tendency to oppose the school experience of the United States.
critical school of communication the basic features are: (1) their impact on modern capitalist society critical of that modern capitalist society, ways and means of media, denial of people's rights and freedoms, should be the focus of the study; (3) In what ways and means to make people be deprived of the basic value is recovered, it is the purpose of the study.
Third, the automotive industry needs communication
auto market in China today, people would say the best selling cars Shanghai GM; was puzzled why the German cars better than Japanese cars, but they are selling, but Japanese cars? in my It appears that Shanghai GM really is the next in the dissemination of the work, and in mastering the demands of people, the spread in the target audience has done very well, they are very clear on who said what to say, how to say the problem, so they can impress the most effective readers, they are naturally able to sell the car very well; for German cars, Japanese cars, in fact, it has a simple answer, from the spread between the characteristics of view, the spread of Ashkenazi company focused on movement, handling, etc., the car stood out to professional readers; Japanese car firms are speaking very little depth of technology, the focus is some sense about things, some of the good life Imagination.
classification from the perspective of the audience Look, the community people will never know the car do not know the car is less than willing to understand people than cars do not want to understand the car. because what is needed is a good opening to open the car, drove a face car, rather than experts themselves into cars, but do not want to become a racing athletes, so the Japanese car firms caught most people's psychological needs, and the spread of Ashkenazi car prices gained only a few people. In fact, Ashkenazi the spread of sports business is not about sports, and to disseminate the core is, as with the movement characteristics, so the degree of difficulty of this car manufacturing, quality control standards, safety standards are much higher than a car without this quality mm manufacturers want the reader to come to the answer. and they will focus on the performance of the spread of the instructions, and the result is to make most people do not want to read those articles as the same professional Juela; only a few people are willing to understand that the car mistakenly believe that German cars is exercise, exercise would have cost the oil, but did not realize the true meaning of manufacturers want to convey; and very little of the automotive enthusiasts who read the article highly specialized, though well aware of where the wonderful, but they may be too like sports, and in their view, the car is in fact not a Personal communication with excellent results, but the effect of how interpersonal communication can be compared with the mass media? recent years, Japanese car prices is to speak up the technical VVTI (VVT, etc.), will be the technology that became the Japanese car saving tips This makes a lot of Chinese consumers are very happy to accept, in fact, this is the engine valve opening and closing by the time control to achieve fuel-efficient. The German cars have this technology back in the early 90s to use it, and later the Europeans that this is not The best way to solve the problem, so choose the other technical route, for example, is today the public launch of TSI + mm turbo gasoline direct injection technology. but why the majority of the public still believe that technology is very advanced VVTI it? communication effects happen The difference in communication there is a theory called the limited effect theory, now a department car prices are not the most advanced technology into a technology to save money, so the momentum from the transmission, from the affinity won the overwhelming majority of consumers favor of Japanese cars.
decision due to the different philosophy of product research and development of different ideas, different marketing concepts, and different marketing objectives, different cultural backgrounds different from the spread of the concept decision, the spread of ideas of different communication effects obtained completely different, which is why manufacturers responsible for the dissemination of the department of communication to learn that, because the purpose of dissemination is to allow more consumers to buy their own production car, in order to achieve the most effective communication, understand the essential principles of communication.
for the media, the journalists do not know if communication, may choose to write articles is not the best style, the use of inverted pyramid structure may use the pyramid structure, in terms of single articles may be written for very beautiful, but the effect of persuading the reader, the effect of the gap is huge. If you do not spread the good effect is equal to waste a reporter's work , newspaper layout, the site of memory equal to the waste. For the media is concerned, to understand the principles of communication in order to better self-positioning in order to achieve the requirements of community media for the public as a good gatekeeper. Some people say that now have entered the era of Twitter, who is the gatekeeper ah? site editor is still the gatekeeper. because there is no network support for editing, the voice of one group can not be enlarged, and whether to support the amplification of this sound, depends entirely on the web editor.
from this sense, the reading point of communication for the development of China's automobile industry invaluable. Even if you do not want to be a communication expert, but if you are in one part of the dissemination activities, it is still to be understand the basic principles of communication as well. The popularity of the common sense point of communication and to communication and information dissemination vehicles set a link is the purpose of writing this book.
the purpose of practicality, this decision the book is not as traditional as all-encompassing work of communication, but rather a selection of basic theory, and theoretical context of the development of normalized integrated order book. illustrative examples and the chapters related to the spread of cases, have sought to use Automotive Communication of the case, to help readers understand the theory of knowledge. Communication is the first day of the birth of the service for the practice, if the book can be for the automotive industry to improve the quality of information and communication influence the lives of the role of the book even if it reached . As for the fine seek solutions for communication and research scholars, the book is certainly a superficial reader, the book has inappropriate million look correct me.
2009, the Internet just the 40th anniversary of the birth of the Internet has changed the world, then the Internet is broken communication theory? answer is no. The Internet is a communication tool that brings many new forms of communication, to the people at the same time to maximize the freedom of speech , also made a lot of serious problems related to the moral, ethical, and legal, in the car competition, surprising issues to network managers presented new challenges, because the freedom of expression and maintenance between the interests of readers, there is a very difficult to draw the boundaries is very difficult to grasp the sense of propriety, which is the management of traditional media different. Of course, the disseminator of information for the car is also challenging, because the Internet has a powerful interactive feature that determines it is hard to distinguish who is the communicator, who is to be communicators, and even some of the information is difficult to distinguish source. This requires that we master the tools of information dissemination editors, journalists, business leaders together with the spread of workers begin to act together to create a good space vehicle information dissemination.
mm Note: One, two two-part mainly taken from the Wuhan University of Geosciences Network
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