瞬间效果：传播效果研究的新课题--基于认知神经科学的范式创新被引量：40

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摘要任何传播效果都以人脑对信息的处理加工为基础,但囿于研究工具的局限,传播效果研究一直以来聚焦于信息传播的中期和长期效果。本文梳理了效果研究的发展脉络与困境,在对认知神经科学研究工具引入传播学研究领域进行路径和现有成果分析的基础上,提出了瞬间效果即受众接受信息刺激时的即时反应这一传播效果研究的新课题。本文认为,借鉴认知神经科学的先进研究工具,瞬间效果研究通过探求人脑对信息的瞬间加工机制,不仅可以对既有效果理论假设予以验证或者修正,还将构造"瞬间效果—中期效果—长期效果"的逻辑框架,对传播效果进行多层面的统合分析,或能为效果研究带来新的理论发现和突破。

作者喻国明欧亚李彪

机构地区中国人民大学新闻学院中国人民大学新闻与社会发展研究中心外交学院中国人民大学经济学院

出处《现代传播（中国传媒大学学报）》 CSSCI 北大核心 2011年第3期28-35,共8页 Modern Communication(Journal of Communication University of China)

关键词瞬间效果认知神经科学范式创新

分类号 G206 [文化科学—传播学]

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