大众媒介影响公共舆论的主要理论研究述评

议程设置理论和“沉默的螺旋”理论 ,是当代西方关于大众媒介影响公共舆论的两种主要理论。在对这两种理论进行梳理和研究中 ,我们认为 ,尽管议程设置理论有其不足和缺陷 ,但它对于传播效果的研究是一个里程碑和分水岭 ,突破了此前“有限论”的窠臼 ;而“沉默的螺旋”假说不仅为社会公共管理机构进行舆论调控提供了依据和启发 ,也大大深化了人们对公共舆论和大众传媒的认识。但该理论仍存在值得商榷之处。中国学者应在借鉴西方学者舆论研究方法的基础上 ,逐步建立自己的舆论学思想。

Comment on the Major Theories Influencing the Public Opinion

Agenda-setting Theory and Spiral Silence Theory as the two contemporary major mass media theories in the Western countries have their merits and demerits, which require us to critically learn from them and stimulate us to bring about our own mass media theory. While Agenda-setting Theory is the milestone and watershed in the study of broadcasting effects in spite of its existing demerits, Spiral Silence Theory helps the administrative institutions to keep the public opinion under control, of which the effect is still under dispute.