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This course belongs to the academic degree curriculum of communication postgraduates. In the era of Internet, although the great changes have taken place in the environment of mass communication, the research of the mass communication effects is always the central issue of communication research. As a matter of fact, the study and research of communication effects will be helpful to grasp the law of communication and further guide the media practice. This course first systematizes the achievements of communication effects research of different period, then it comments on and analyzes some classical theories, such as agenda setting theory, cultivation analyzing theory, and information gap theory,etc. On this basis, this course uses various kinds of research methods of communication effects (especially different research methods of substantial evidence) to test the difference and adaptability of the media and the audience home and abroad, to analyze the features of communication effects of all kinds of media (such as the press, broadcast and TV), and to analyze the characters of communication effects of various information (such as advertisement, propaganda and news information). The study of this course will help postgraduates proficiently use communication research method to launch relative research and cultivate their capacity of analyzing and solving problems. In conclusion, this course focuses on generalizing and disclosing the law of different media communication so as to guide the media practice for the students.
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