一，名詞解釋（每題6分，共30分）。
1、控制實驗
2、法蘭克福學(xué)派
3、維基經(jīng)濟學(xué)
4、結(jié)構(gòu)功能主義
5、滾雪球抽樣
二，簡答題（每題15分，共60分）。
1、比較傳播學(xué)定量研究中的調(diào)節(jié)變量和中介變量。
2、社會學(xué)家馬克斯?韋伯指出“人是懸在由他自己所編制的意義之網(wǎng)中的動物”，請談?wù)勥@句話對傳播學(xué)的意義。
3、結(jié)合微博、社交網(wǎng)站等社會化媒體的發(fā)展談?wù)勀銓W(wǎng)絡(luò)社會資本的看法。
4、什么是大眾傳媒麻醉的負(fù)功能？在新媒體時代，這個負(fù)功能還存在嗎？
三，論述題（每題30分，共60分）。
1、“偷菜”是互聯(lián)上非?；鸨囊豢钣螒颍惨驗槠鋵鞑惱砗凸竦赖碌奶魬?zhàn)而有著眾多爭議。從2010年8月1日起實施的《網(wǎng)絡(luò)游戲管理暫行辦法》對網(wǎng)絡(luò)游戲作了具體規(guī)范。該辦法的第四章第十六條明確規(guī)定：網(wǎng)絡(luò)游戲經(jīng)營單位應(yīng)當(dāng)根據(jù)網(wǎng)絡(luò)游戲的內(nèi)容、功能和適用人群，制定網(wǎng)絡(luò)游戲用戶指引和警示說明，并在網(wǎng)站和網(wǎng)絡(luò)游戲的顯著位置予以標(biāo)明。以未成年人為對象的網(wǎng)絡(luò)游戲不得含有誘發(fā)未成年人模仿違反社會公德的行為和違法犯罪的行為的內(nèi)容，以及恐怖殘酷等妨害未成年人身心健康的內(nèi)容。請從我國網(wǎng)絡(luò)游戲管理與傳播倫理道德角度談?wù)剬?ldquo;偷菜”游戲的看法。
2、媒介在人類社會發(fā)展中起著極其重要的作用，試問可以從哪些角度分析理解媒介對社會變遷的影響？試舉例分析說明。
傳播學(xué)-專業(yè)課二
本卷分為四部分。第一部分為共同題，所有方向必答。第二部分為大眾傳播、新媒體與網(wǎng)絡(luò)傳播方向題，其他方向不答。第三部分為編輯出版方向題，其他方向不答。第四步分為國際傳播與文化交流方向題，其他方向不答。
每個方向試題滿分為150分。
第一部分：共同題（75分）。
一，名詞解釋（每題5分，共25分）。
1、三網(wǎng)融合
2、葛蘭西的文化領(lǐng)導(dǎo)權(quán)（hegemony)理論
3、網(wǎng)絡(luò)廬舍（loser)
4、后電影產(chǎn)品
5、傳播的儀式觀
二，簡答題（每題10分，共50分）。
1、你怎樣理解“媒介社會化”這個概念？
2、自2003年中國電影全面實施產(chǎn)業(yè)化政策以來，中國電影票房高速增長，商業(yè)化程度進(jìn)一步加劇，票房成為衡量一部作品是否成功的最主要因素。請簡要談?wù)勀銓Υ爽F(xiàn)象的看法。
3、作為制度設(shè)計的“公共服務(wù)媒體”需要具備哪些基本條件？
4、在新浪微博開通一年擁有了眾多用戶之后，搜狐和騰訊也先后進(jìn)入微博市場。請從傳播學(xué)的角度談?wù)勎⒉┑牧α考捌浒l(fā)展。
5、2010年11月12日，在韓國首爾召開的20國集團峰會落幕，美國總統(tǒng)奧巴馬在離開韓國之前召開的記者會上，一度因堅持維護(hù)韓國媒體的提問權(quán)利而和中國記者芮成剛發(fā)生了短暫的激辯。此次提問是否恰當(dāng)以及芮的“代表亞洲”的一時在網(wǎng)上引發(fā)爭議。請就這件事談?wù)勀愕目捶ā?/div>
第二部分：大眾傳播、新媒體與網(wǎng)絡(luò)傳播方向題（75分）。
論述題（四選三，每題25分）。
1、文化全球化有哪些表現(xiàn)形式？傳播媒介在這個過程扮演了什么角色？
2、2010年11月，騰訊和360上演了一場“關(guān)閉”大戰(zhàn)。同月，F(xiàn)acebook和MySpace兩家公司宣布展開合作。MySpace發(fā)布了一款名為“Mashup”的新功能，用戶只需要一次點擊，就可以將自己在Facebook上的喜好導(dǎo)入MySpace。請結(jié)合這兩個案例，從社會化媒體和媒介社會的角度談?wù)勎覈ヂ?lián)網(wǎng)的發(fā)展。
3、1978年，薩義德的《東方主義》出版。這部巨著不僅是后殖民主義理論的奠基之作，而且也開創(chuàng)了后殖民話語批評的先河。薩義德出生在巴勒斯坦，在美國接受學(xué)術(shù)教育。這一特殊經(jīng)歷讓他觀察到，在西方國家談?wù)?ldquo;東方”的話語中存在著某種“內(nèi)在一致性”。你是如何理解“內(nèi)在一致性”的？你同意他的觀點嗎？請以大眾媒介領(lǐng)域中的例子說明你的觀點。
4、加拿大學(xué)者英尼斯提出，傳播媒介都具有某種“偏向性”。這種“偏向性”導(dǎo)致使用這種媒介技術(shù)的社會在文化和組織形態(tài)上也具有了某種偏向性。你認(rèn)為互聯(lián)網(wǎng)技術(shù)也具有“偏向性”嗎？請解釋這種“偏向性”在社會生活層面中的體現(xiàn)。
第三部分：編輯出版方向題（75分）。
一，名詞解釋（每題5分，共25分）。
1、爾雅
2、校對
3、專有出版權(quán)
4、陸費逵
5、維基百科
二，簡答題（每題10分，共20分）。
1、簡述“五四”新文化運動時期的出版成就。
2、談?wù)勀銓Ξ?dāng)前電子閱讀器熱的看法。
三，論述題（每題15分，共30分）。
1、編輯工作書信的寫作宗旨是什么？試述編輯與作者間的工作書信寫作要點及其理由。
2、結(jié)合出版流程談?wù)勅绾螌崿F(xiàn)圖書質(zhì)量管理，出版企業(yè)應(yīng)該制定或堅持哪些管理制度。
第四部分：國際傳播與文化交流方向題（75分，用英語答題）。
1、Translationtotal 20 points)
1)Translate the underlined part in the message below into English(8 points,4 points each)
(1)國際傳播可以采用多種形式，如由國際廣播機構(gòu)傳播的新聞和娛樂節(jié)目，有美聯(lián)社或路透社傳送的新聞原始稿；（2）由國際數(shù)據(jù)處理公司和數(shù)據(jù)庫公司提供的計算機數(shù)據(jù)和軟件；由美國電話電報公司等傳送的電訊和電報業(yè)務(wù)；通過軍事頻道為諸如北大西洋公約組織這樣的組織傳送的加密信息；使館之間交換的外交信息等。國際傳播形式還包括需要經(jīng)過特殊收發(fā)設(shè)備和電子地址所進(jìn)行的傳真和電傳業(yè)務(wù)。
2）Translate the following message into English.(8 points).
為之于未有，治之于未亂。合抱之木，生于毫末；九層之臺，起于累土；千里之行，始于足下。
3）Translate the underlined part in the message below into Chinese(4 points).
The Li Gang case was a car accident happened on the campus of Hebei University in Baoding city.The 22-year-old driver tried to speed away after his Volkswagen sedan raced down two college girl students.The intoxicated driver even warned the security guards:"My father is LiGang!"
"My father is LiGang"has then became a bitter inside joke among Chinese,especially among younger Chinese who scorned the grievance:the belief that the powerful can flout the rules to which ordinary folks are forced to summit.Increasingly,the grievance focuses on what we mockingly call the "guan er dai"or"fu er dai"——the "second generation",children of privileged government officials and the super-rich.
2、Translation and Writing (total 35 points:writing 20 points;translation 5 points each).
Translate the underlined part in the message below into Chinese,then,write a shot essay of no more than 400 words:
LONDON-Real Madrid striker Cristiano Ronaldo accepted substantial lebel damages from a British newspaper on Monday over a claim that he put his injured ankle at risk by "living it up" in a Hollywood nightclub.
Ronaldo was not at London's High Court for the undisclosed settlement of his action against Telegraph Media Group Ltd but said afterwards that he was "delighted" at the outcome .
A Daily Telegraph story in July 2008 had claimed that the (1)Portuguese player,then recovering from an ankle injury,had laid down his crutches and taken to the dance floor with four models while on a trip to Los Angeles.
(2) The paper alleged that the sight of the footballer "living it up"would dismay Sir Alex Ferguson,manager of Manchester United,Ronaldo's club at the time.
In fact,the truth is that these events did not happen and the claimant did not behave unprofessionally," said Ronaldo's lawyer Allan Dunlavy.
Dunlavy told Judge Victoria Sharp that the report had caused the payer embarrassment, offense and distress.
As a professional,he was concerned both about his own reputation and how it might be perceived by United, Ferguson and the club's fans, Dunlavy said.
(3)The lawyer said the newspaper now accepted the allegations were untrue,apologized, and had agreed to pay Ronaldo substantial damages and his legal costs in full. The amount of the damages was not disclosed.
The newspaper's solicitor, Helen Morris, said it accepted the allegations were false and ought never to have been published, adding,"It is therefore happy to set the record straight and to apologize to the claimant."
Ronaldo, who moved to Real in June 2009, welcomed the result and thanked Ferguson and former Manchester United player Roy Keane for agreeing to act as witness in the case.
The settlement was agreed on the first day of a planned five-day trial.
"I am delighted with this outcome,"Ronaldo said in a statement.
"I take enormous pride in my professionalism. I treat my training and recovery from injury very seriously and would never have drunk and danced in a nightclub without my cruthes as the Daily Telegraph falsely claimed.
"I felt I had no choice but to begin and pursue these leagl proceedings"
Ferguson also issued a statement praising Ronaldo as "the consummate professional", adding:"He is one of the best players I have ever worked with.....and I am delighted that he has resolved this issue successfully."
Ronaldo joined the Spanish giant in a $129 million deal after six years at United.
3、writing(20 points).
Choose one topic from the two topics,write a comment of no more than 400 words:
1) As a form of ancillary outreach, blogs, podcasts, and chat-room discussions hve become a required part of the job description for print reviewers. Is the print part of the gig now the ancillary outreach?
2) Role of the "National Image Building Advertisements"as in China's international communication campaign.
X
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