【作者】 许静； 董湘君； 吴琦； 蓝军；

【机构】 北京大学；

【摘要】 本研究以图式理论为基础,通过对央视《新闻调查》栏目和《财经》杂志对"哈尔滨天价医药费"报道的媒介图式建构的分析及相应的焦点小组讨论效果的考察,从微观方面探求媒介图式对群体意见形成的影响。研究发现,在特定条件下,不同媒介文本的表达内容和表达形式会以图式化的方式导致相似群体产生不同意见。具体而言,媒介在报道中所建构的事实与概念图式、人格与角色图式、情境与策略图式等,均可能作用于具有特定认知图式的受众群体,其作用方式包括植入、共振、修正、抵制等。借助于图式化认知,受众在信息重构的基础上形成意见。更多还原

【Abstract】 Based on Schema theory,this research tries to explore media’s effect on public opinion.Through comparative analysis of a program of CCTV News Probe titled "Sky-high Priced Hospitalization Expense",another investment report of Caijing magazine and discussing record of focused groups,this research reveals that media messages affect audience through schematized cognitive process.Audience with certain preexisting structured schemata may accept or resist media-constructed schemata,such as fact and concept schema,personal and role schema,context and strategy schema and etc.Audience may also strengthen or revise their preexisting schemata according to media message.Through schematized cognitive process of media message,audience’s understanding of news may be shaped and public opinions thus be developed.更多还原