《吕氏春秋》信息传播思想探略

《吕氏春秋》在信息传播思想方面具有系统性和完整性的特点。该书对媒介功能已经有了初步认识，认为媒介制约着传播效果；主张要充分使用不同媒介，通过表情、手势、动作等与言语配合，从而增强传播效果；传播者掌握着传播的主动权，传播者的社会责任非常重大，必须以负责的态度从事传播；传播者必须考虑对象的接受能力，要讲究自然顺畅地达到传播目的；传播者的态度要老实，应使用朴素的语言，以使信息明白无误地被接收。

Searching for the Information Communicative Thought of Lushi Chronicles

Lushi Chronicles has the systematic and complete characteristics in the aspect of the information communicative thought. This book already has the preliminary understanding of the medium function, holding that the media restrict the communicative effect. It suggests fully using the different media, through expression, hand signal and movement to coordinate spoken language, thus enhancing he communicative effect. The communicator grasps the communicative initiative and his social responsibility is extremely significant, and so he must be engaged in the communication in a responsible way. The communicator should consider the acceptability of the object. The information dissemination goal must be achieved smoothly. The communicator＇s manner must be honest and he should use the simple language so the information can be received clearly.