Popularization Method of Regional Values based on Maletzeke Mass

Communication Theory

Li Yuehua

School of Marxism, Hohai University, Nanjing, Jiangsu, 210098, China

Keywords: Mass Communication, Regional Values, Popularization.

Abstract: Maletzeke applied thought of “field theory” to study mass communication, thus greatly promoting current

popularization of regional values. It enlightens us that the accurate analysis based on personality of the

recipient and social environment are precondition and base of regional value popularization, respectively. In

addition, medium function, self-image and quality of the disseminator play an important role in

popularization of regional values.

1 INTRODUCTION

Popularization of regional values, as a scientific and

artistic activity, is taken as an important job. With

great theory inspiration and practical guidance value,

Maletzeke mass communication theory is used to

popularize regional values.

2 FIELD MODE OF MALETZEKE

MASS COMMUNICATION

Field mode of Maletzeke mass communication was

proposed in Mass Communication Psychology by

German scholar Maletzeke in 1963. Thought of

“field theory” was applied to analyze characteristics

of things and environment, as well as mutual

influence of factors and variables in environment,

thus discussing effect of mass communication. Mass

communication field, as a sum of social relations

including the disseminator and recipient, indicates

the property and function in social interaction.

This mode shows that communication is a

complicated social behavior and a social interaction

process of variables. It is an interaction between

visible variables (social forces) and invisible

variables (social psychological factors). Besides, this

mode is a new research angle expansion of social

communication system.

Based on field mode of Maletzeke mass

information communication, mass information

communication contains factors such as

disseminator, information, medium and recipient.

The disseminator is the source emitting information,

and the behavior of the disseminator is affected by

the following factors.

(1) Restraint of social environment and

organization culture

Information sending of disseminator is affected

by social moral culture and legal restraint.

Conscience of disseminator, determined by social

culture background, moral norm and organization

culture, is an internal restraint on content of

information sent by the disseminator. The law is an

external restraint on the source of information.

(2) Influence of the recipient

The disseminator is supported by public demand.

Indifference of the common people can weaken the

activity of the disseminator.

(3) Influence of media organization

Information is sent to the recipient by media, and

the propagation is affected by the mass media

organization, system and policy environmental

factors.

(4) Restraint of personality and self-image of the

disseminator

Each disseminator has special personality and

knowledge structure, thus restraining information

selection and creation.

370

Yuehua L.

Popularization Method of Regional Values based on Maletzeke Mass Communication Theory.

DOI: 10.5220/0006026503700373

In Proceedings of the Information Science and Management Engineering III (ISME 2015), pages 370-373

ISBN: 978-989-758-163-2

3 INSPIRATION OF REGIONAL

VALUE POPULARIZATION

BASED ON MALETZEKE MASS

COMMUNICATION THEORY

3.1 Accurate Analysis of the Recipient

—

The Precondition of Regional

Value Popularization

The recipient theory, as a hot-spot theory of

contemporary communication, has a special position

in the whole communication theory. Professor Shao

Peiren, a famous scholar, proposed that “as an

important link, the recipient is the precondition and

destination of information communication. The

recipient is an indicator of communication effect,

and the person evaluating qualification of

occupation communicator. The potency and

efficiency of the mass media cannot be clearly

understood without response and evaluation of the

recipient.” Maletzeke mass communication mode

indicates information acceptance restrained by self-

image and personality of the recipient.

Popularization of regional values should meet the

requirement and interest of the recipient, meanwhile,

the recipient can participate and communicate in the

process. In order to penetrate into the common

people, the disseminator should analyze requirement

of the people. Marx said that the achievement of a

theory in a country depends on the degree to meet

the requirement of the country. Likewise, the

popularization of regional values is determined by

the degree to meet the requirement of the region.

The object we face is the real human being that can

be observed by experience instead of created one.

They present themselves by practical activities.

Different social groups have different interests,

knowledge structures, life styles and value pursuits.

Therefore, the same popularization method can

hardly achieve ideal results.

3.2 Social Environment—The Basic

Condition of Regional Value

Popularization

Popularization of regional values is affected by

environment. If the essential region values are

different with local culture background and people’s

life experience, the people will be confused and

indifferent to the values instead of acceptance and

conviction; else if the values, reflecting traditional

culture and advancement, accord with people’s life

experience and value pursue, the people will connect

with the values by practical action. In the process of

popularization, the people’s recognition is more or

less affected by others.

3.3 Self-image and Quality of the

Disseminator—Key Factor of

Regional Value Popularization

Although originated from people’s daily practice,

regional values are propagated according to priority.

The earliest disseminator is the essence of cultural

system. After that, regional values are propagated in

advanced elements with better receptivity and the

common people. Self-image and quality of the

disseminator is the key factor of communication

results, as the Analects said: “If the ruler himself is

upright, all will go well even though he does not

give orders. But if he himself is not upright, even

though he gives orders, they will not be obeyed.”

3.4 Media as an Important Factor of

Regional Value Popularization

Regional values are popularized in terms of mass

media. The information is filtered by mass media

considering the indexes including rating, click rate

and sales volume. The accuracy of content filtering

is one factor of regional value popularization. In

addition, major principle can be transformed into

minor one and propagated to the object people by

media. The feedback information of people can

improve the communication. This is another key

factor of regional value popularization.

4 POPULARIZATION STRATEGY

OF REGIONAL VALUES

4.1 Hierarchical Popularization

Strategy

Based on different knowledge structure, life

experience and interest demand, social class in

China can be divided into party and government

leader, intellectual, college, worker peasant and new

social stratum. Different classes have different levels

of acceptance including dependence, recognition and

conviction. Dependence acceptance is originated

from self-demand or mass-following psychology.

The dependent subject lacks acceptable theory to

understand other people or groups. Recognition

acceptance is that the subject agrees with idea or

Popularization Method of Regional Values based on Maletzeke Mass Communication Theory

371

Popularization Method of Regional Values based on Maletzeke Mass Communication Theory

371

theory based on thought and analysis. It is an

advanced mode with characteristics of stability,

consciousness and initiative. Conviction acceptance

is the highest level. The idea or theory reverence is

transformed into firm conviction on basis of rational

analysis.

4.2 Building Lecturer Teams with High

Efficiency

Under the guidance of propaganda department of

CPC, regional lecturer teams play an important role

in popularization of regional values. The

popularization of values is determined by knowledge

structure, personnel collocation, teaching level and

personality. Therefore, the lecturer team consists of

theoretical backbones, opinion leaders, ideological

and political teachers, as well as basic talents. A

preach team, combined with the young, middle aged

and aged, should be built based on experts of party

members and cadres. Meanwhile, a preaching

system with wide coverage, smooth communication

and efficient operation should be established. The

passion and activity of basic preach team is

important to popularization of values.

4.3 Developing the Effect of Mass

Media

In modern society, mass media plays an important

role in field of values, information, thought and

culture, with functions including propaganda, news

communication, supervision, practice and cultural

accumulation. While inspecting People’s Daily, the

General Secretary Hu Jintao pointed out: “More and

more people apply new internet media to learn

information and communicate with the world.

Internet media is becoming the forward position to

promote popularization of social core value system

according to special advantages.”

4.4 Establishing Resultant Propagation

Mechanism

Propagation and popularization of regional values

should rely on social resultant rather than single

behavior. In UK, the core values contain freedom,

tolerance, openness, justice, fairness, solidarity,

combination of right and duty, as well as importance

of family and the whole social groups. Government,

schools and civil community organizations in UK

work together to establish the UK core values, thus

achieving ideal effect. In popularization of values in

China, the initiative of civil and social organizations

should be aroused by support of fund and policy.

Being from and close to the common people, they

can play an important role in popularization of

values instead of official organizations.

4.5 Establishing Evaluation Feedback

and Improvement Mechanism of

Popularization

Popularization of regional values is a systematic

project. It takes time and efforts to explore and

improve the values. It is necessary to establish

evaluation feedback and improvement mechanism of

popularization.

Propagation and popularization of regional

values are to make audiences to accept the values.

The acceptance of audiences is the most important

standard to evaluate popularization of regional

values. Therefore, acceptance evaluation of values

should be conducted. The subject of evaluation uses

scientific methods to evaluate activity of values

according to certain purpose, standard and principle.

The evaluation activity should be scientific and

rational.

Firstly, the indexes and standards to evaluate

acceptance of regional values should be definite.

The former should include cognition and

internalizing indexes. Cognition index, as the values

recognized by the audiences, contains advocated and

opposed values, as well as the understanding of

these values. Internalizing index is the acceptable

degree of these values by audiences. These values

can be internalized into their own faith, and

externalized to the action. Although recognition is

the precondition of acceptance and faith, the real

purpose is faith. So, the weight of internalizing

index should be emphasized in establishment of

evaluation indexes and standards.

Secondly, scientific and rational analysis

methods should be selected. Groups and stratums

should be considered in sample selection. The

analysis methods include qualitative and quantitative

analysis, dynamic and static analysis, as well as

global and discrete analysis.

Consequently, only to establish scientific and

rational evaluation feedback mechanism with high

efficiency, can we dynamically grasp the progress of

regional value popularization. Then the job will be

optimized to popularize our values and promote

modern construction.

ISME 2015 - Information Science and Management Engineering III

372

ISME 2015 - International Conference on Information System and Management Engineering

372

REFERENCES

Shao Peiren, Communication Introduction, Zhejiang

University Press, Zhejiang, 1997.

He Qing, Plot of Art—Analysis of “Contemporary Art”,

Guangxi Normal University Press, 2008.

Han Guoshun, Communication Method of Social Core

Value System, Social Scientist, Vol. 2, 2001.

Popularization Method of Regional Values based on Maletzeke Mass Communication Theory

373

Popularization Method of Regional Values based on Maletzeke Mass Communication Theory

373