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1.OpinionLeadersActiveininformationnetworks,havemanyinformationchannels,sotheycanoftenprovideinformationandadviceforothersandcaninfluenceothers.2.TheSpiralofSilenceForacontroversialissue,peoplewillwatchtheclimateofopinionbeforetheymakecomments.judgingtheiropinionwhetherthemajorityopinion,whenpeoplefeelthattheirviewsaremajorityorintheadvantage,itwilltendtoboldlyexpressthisopinion;whenfoundhisviewsareafeworinadisadvantagetheyoftenremainsilent.Themorepeopleremainsilent,themorefeelthattheirviewsarenotwellaccepted,thusaresult,themoretheytendtoremainsilent.Repeatedseveraltimes,theyformrepresentingdominantstatusviewsandmorepowerful,whileholdinginferioropinionsofpeoplesoundmoreandmoreweak,suchacycle,formingaonemoreloudly,andtheothermoreandmoresilentspiraldowntheprocess.3.GatekeeperLewinwasfirstproposedthisidea.Theinformationwasscreenedandfilteredbycommunicator.Communicatorsdecidewhatwecanseeandhowwecansee.4.SelectiveexposurehypothesisAudienceinthecontactinformationofthemassmediaisnotindiscriminate,butmorewillingtochoosethecontentsthatarethesameorsimilartotheiropinion,andforthecontentsofthisconfrontationorconflict,thereisatendencytoavoid.5.KnowledgeGapTheoryBecausethepeoplewhohavehighereconomicstatusisusuallymuchfastertogetinformationthanthoseoflowsocioeconomicstatus,therefore,themoreinformationistransmittedbythemassmedia,theknowledgegapbetweenthetwotypesofpeopleismoretendtoexpand.6.AgendaSettingTheoryMassmediareportanissueornotdirectlyaffectpeople'sperceptiononthesubject.Massmediahighlightsanissuewillcausepeopletopaymoreattentiontotheissue.Massmediaonarangeoftopicsgivedifferentlevelsofcoverageaccordingtoacertainorderofpriority,itwillaffectpeople’sjudgmentaboutimportanceoftheseissues.7.MagicbullettheoryThemessagesentbythemassmediaislikeamagicbullet,buttheaudienceasthetargetwithoutprotection,sotheaudiencecaneasilybeknockeddownbythemessagesentbythemassmedia.Thetheoryisthatmassmediahavepowerfulforcewhichcandirectlyaffectaudience.TextOneAnIntroductiontoCommunicationii)KeyWords&Expressions:communicationn.传播journalismn.新闻学transfern.&v.传递，迁移informationn.信息circulationn.流通，运行，循环，传播conveyv.传送，传递feedbackn.反馈，反应mediumn.媒体，媒介，中介II.TextStudySTUDYPREVIEWcommunicationisanimportantwordinourtoday’sacademicstudyinjournalism,sociology,psychology,economics&politics.It’salsoheardmore&moreofteninourdailylife.Sowhatiscommunication?Communication:Thetransferofsocialinformation&thecirculationofsocialinformationsystems.Social:Whenwesay“communication”inourstudy,weusuallymeanhumancommunication,notanimalcommunication;a“communication”happeninginasociety,notinotherenvironmentssuchasnatural,physicalorbiologicalones.Whywestudy“humancommunication”?Communicationisthetoolthatmakessocietiespossible.Itisnoaccidentthatcommunicationandcommunityhavethesamewordroot.Withoutcommunication,therewouldbenocommunities;andwithoutcommunity,therecouldbenocommunication.ThesociologistCharlesCooleycalledcommunication“themechanismthroughwhichhumanrelationsexistanddevelop_allthesymbolsofthemind,togetherwiththemeansofconveyingthemthroughspaceandpreservingthemintime”.Transferofinformation:When“communication”happens,informationflowsfromonepersontoanother,andthenthereceivermaygivesomefeedbacktothegiver.Duringthisprocess,theinformationisshared,andthegiverandreceivercanplaytheoppositerole.Also,communicationneedssomemedium,whichissomethingbothpartsofacommunicationcanunderstand.Forexample,twoormorepeoplecometogether,tryingtosharesomeinformation.Buttheyarefromdifferentcountriesandhavedifferentlifeexperiences.Soiftheywanttounderstandoneanother,theymustusesomemediumsuchasEnglishlanguage,orevenbodylanguage.Inmoderntimes,wordsareimportanttoolsormediaforcommunication.Butcommunicationisnotconductedentirely,orevenmostly,inwords.Agesture,afacialexpression,apitchpattern,alevelofloudness,anemphasis,akiss,ahandontheshoulder,ahaircutorlackofone_allthesecarryinformation.TextTwoTypesofCommunicationii)KeyWords&Expressions:massmedia大众传播媒体masscommunication大众传播intrapersonalcommunication自我传播interpersonalcommunication人际传播groupcommunication群体传播audience受众，观众，听众encode编码code代码transmit传输，传达，传播decode解码internalize使内在化II.TextStudySTUDYPREVIEWThecommunicationinwhichthemassmediaengageisonlyoneformofcommunication.Onewaytobeginunderstandingtheprocessofmasscommunicationistodifferentiateitfromotherformsofcommunication.IntrapersonalCommunicationWeengageinintrapersonalcommunicationwhenwetalktoourselvestodevelopourthoughtsandideas.Thisintrapersonalcommunicationprecedesourspeakingoracting.Intrapersonalcommunicationisanexchangeofinformationwehavewithourselves,suchaswhenwethinkoverournextmoveinavideogameorsingtoourselvesintheshower.Typingintoacomputeriselectronicallymediatedintrapersonalcommunication.InterpersonalCommunicationWhenpeopletalktoeachother,theyareengagingininterpersonalcommunication.Inthissimplestform,interpersonalcommunicationisbetweentwopeoplephysicallylocatedinthesameplace.Itcanoccur,however,iftheyarephysicallyseparatedbutemotionallyconnected,likeloversoncellphones.Thedifferencebetweentheprefixesintra-andin