手机短信的大众传播功能和效果

文章从传播学的基本概念以及手机短信传播的特点入手,分析了手机短信在人际传播与大众传播中的作用,着重讨论了其大众传播功能与传播效果,揭示了手机短信传播对大众文化的影响。     

移动短消息业务在献血服务中的应用

移动短消息业务是人们普遍采用的一种通讯方式。本文介绍了移动短消息发送系统的构建方法和工作原理,以及在献血服务中的应用。     

故宫建筑的媒介功能分析

根据Mcluhan的媒介理论,建筑物作为一种媒介,是人类表现自我的一种延伸,能影响并重塑人类群体生活模式。故宫建筑自身成为一个媒介,传递着维护皇权统治之下的社会格局的信息。它体现并实施皇权统治模式,是建构和维护社会等级制度的手段。故宫建筑的视觉效应影响着统治者与被统治者心理,其空间布局具有行为规范效应。故宫建筑作为一种宏大背景,突出了统治者的中心形象。     

旅游对乡村文化传承的影响研究综述

乡村地区的各类旅游活动具有明显的文化特性，其发展给乡间传统文化带来了巨大 的冲击。在旅游业发展迅速的大背景下探讨乡村文化的保护问题是当今学术界的一个热门话 题。与此同时，文化传承的概念被引入进来。传承是文化的本质属性，强调文化在代际之 间的发展 变化与再创造的过程。因此，从传承角度来研究乡村旅游对乡村文化的影响，将有助于人们 更客观 、更全面地看待乡村地区旅游发展中出现的种种文化变迁现象，从而为乡村传统文化的 保护与开发提供一个新的视角和方向。本文搜集了一些相关的研究文献，对这一领域的研究 现状和研究成果进行了概述。     

The Role of Implied Motion in Engaging Audiences for Health Promotion: Encouraging Naps on a College Campus

Abstract

Objective: Lack of sleep among college students negatively impacts health and academic outcomes. Building on research that implied motion imagery increases brain activity, this project tested visual design strategies to increase viewers’ engagement with a health communication campaign promoting napping to improve sleep habits. Participants: Participants (N = 194) were recruited from a large southwestern university in October 2012. Methods: Utilizing an experimental design, participants were assigned to 1 of 3 conditions: an implied motion superhero spokes-character, a static superhero spokes-character, and a control group. Results: The use of implied motion did not achieve the hypothesized effect on message elaboration, but superheroes are a promising persuasive tool for health promotion campaigns for college audiences. Conclusions: Implications for sleep health promotion campaigns and the role of implied motion in message design strategies are discussed, as well as future directions for research on the depiction of implied motion as it relates to theoretical development.     

从民族生态博物馆看广西民族文化的保护与传承

近年来广西民族生态博物馆的规划和实施,对民族文化的保护和传承起到了显著的作用。生态博物馆的概念源于传统的博物馆,又有创新的理念,基本的内涵在于民族文化的原状保护,各级政府部门的主导,专业人员的积极参与和指导,更重要的是村民的主人意识和由此产生的自觉行动。广西民族生态博物馆的专业性、与民族博物馆的结合、拓展到非物质文化保护的理念以及构建和谐新农村的具体举措将会对广西民族文化的保护和传承起到积极的作用。     

金额/比率陈述方式和调节匹配对消费者购买意愿的影响

研究引入调节匹配这个源于心理学的概念,探讨两种不同目标导向——求成与避败的消费者面对两种不同的信息陈述方式——金额与比率时对购买意愿的影响。结果表明：信息陈述方式与消费者目标导向产生匹配,才能对消费者态度及其购买意愿产生积极的正面影响;消费者动机存在干扰效果,尤其在消费者属于高动机的情况下,原本对促销信息陈述没有匹配的消费者转变为匹配,且消费者态度明显提升。     

MML clustering of multi-state,Poisson, von Mises circular and Gaussian distributions

Minimum Message Length (MML) is an invariant Bayesian point estimation technique which is also statistically consistent and efficient. We provide a brief overview of MML inductive inference (Wallace C.S. and Boulton D.M. 1968. Computer Journal, 11: 185–194; Wallace C.S. and Freeman P.R. 1987. J. Royal Statistical Society (Series B), 49: 240–252; Wallace C.S. and Dowe D.L. (1999). Computer Journal), and how it has both an information-theoretic and a Bayesian interpretation. We then outline how MML is used for statistical parameter estimation, and how the MML mixture modelling program, Snob (Wallace C.S. and Boulton D.M. 1968. Computer Journal, 11: 185–194; Wallace C.S. 1986. In: Proceedings of the Nineteenth Australian Computer Science Conference (ACSC-9), Vol. 8, Monash University, Australia, pp. 357–366; Wallace C.S. and Dowe D.L. 1994b. In: Zhang C. et al. (Eds.), Proc. 7th Australian Joint Conf. on Artif. Intelligence. World Scientific, Singapore, pp. 37–44. See http://www.csse.monash.edu.au/-dld/Snob.html) uses the message lengths from various parameter estimates to enable it to combine parameter estimation with selection of the number of components and estimation of the relative abundances of the components. The message length is (to within a constant) the logarithm of the posterior probability (not a posterior density) of the theory. So, the MML theory can also be regarded as the theory with the highest posterior probability. Snob currently assumes that variables are uncorrelated within each component, and permits multi-variate data from Gaussian, discrete multi-category (or multi-state or multinomial), Poisson and von Mises circular distributions, as well as missing data. Additionally, Snob can do fully-parameterised mixture modelling, estimating the latent class assignments in addition to estimating the number of components, the relative abundances of the parameters and the component parameters. We also report on extensions of Snob for data which has sequential or spatial correlations between observations, or correlations between attributes.     

从传播信息到创造讯息——创造需求的广告传播新模式解析

广告是一种信息化的经济活动。信息经济时代的发展对传播的信息提出了新的要求,注意力与影响力成为信息价值评判的主要标准。以传播信息为主的传统广告传播模式已经不能适应信息经济时代的要求,新广告传播模式以创造能创造需求的讯息为主要特征,以吸引注意力和产生影响力来对广告所传播的信息进行质的提升。创造能创造需求的讯息成为未来广告传播的重大使命。     

Are children more paternalistic than their mothers when choosing snacks?

This paper focuses on an experiment in which mothers and their child separately chose between relatively healthy foods (flasks of stewed apples) and relatively unhealthy foods (candy bars). Each participant first filled up a first bag for her/himself, and then, a second one for the other person of the dyad. A simple nutritional message on vitamins and sugar contents of foods was then provided, and subsequently each participant filled up a third bag for her/himself and a fourth one for the other person of the dyad. The results show that before revealing the nutritional message, mothers are, on average, “indulgent”, which means that they choose a lower number of relatively healthy foods for their child than the one they choose for themselves. Children tend to be rather “paternalistic”, which means that they choose a higher number of relatively healthy foods for their mothers than they choose for themselves. The nutritional message leads many mothers and children to significantly increase the number of relatively healthy foods selected for themselves and for the other person. The mothers’ indulgence versus the children’s paternalism, along with the children’s reactivity to the message, suggest that mothers underestimate the children’s acceptance of healthy food.