Introduction to Communication Studies

Author: Dong Tiance
Publisher:
Publish Date: 2003-02-22
Features: This book takes the macro perspective of human communication, divided into three parts, seventeen chapters, and an introduction, comprehensively discussing the basic principles and practical applications of communication studies. It explores general theories of communication in the "General Theory: Information Exchange," and discusses the basic branch theories of communication in "Part 1: Interpersonal Communication" and "Part 2: Mass Communication," constructing a unique theoretical framework in communication studies. It perfectly demonstrates the scope of communication studies, extends and develops many academic viewpoints in communication research, thereby advancing the development of communication studies in China, and is hailed by experts as a clear milestone in the new journey of communication research.
1. Symbolic Sequence
A symbolic sequence, also known as a "syntagm" or "horizontal combination," is a group of symbols arranged and combined diachronically along the axis of mutual dependence. Saussure said: "In discourse, each word, because it is connected, forms relationships based on the linear characteristics of language, excluding the possibility of simultaneous emission of two elements. These elements are arranged one after another on the chain of speech. These combinations supported by length can be called syntagms. Therefore, a syntagm is always composed of two or more consecutive units. An element in a syntagm only gains its value because it contrasts with the previous or subsequent element, or with both." If we replace the purely linguistic term "syntagm" here with "sequence," Saussure's discussion is not only suitable for linguistic analysis but also for the analysis of other types of symbolic structures.
In speech, linguistic components (words, i.e., symbols) can only appear one after another in sequence along the temporal axis and cannot be arbitrarily arranged in a spatial plane. The meaning of words is determined by this diachronic symbolic relationship. Thus, different word orders can lead to entirely different meanings. For example, "ten thousand" (meaning a large number) and "accident or misfortune" (meaning a hypothetical conjunction) differ in meaning. When Zeng Guofan revised the document drafted by his staff from "fought many battles and failed many times" to "failed many times and fought many battles," he enhanced his own prestige. In the past, judicial officials who wanted to kill or save someone only needed to reverse the word order in the two sentences "his situation is pitiable, his crime deserves punishment." Similarly, in non-verbal symbolic systems, there also exists this diachronic symbolic sequence relationship.
Let’s take film as an example. We know that a film is composed of many "shots" connected together. When the order of "shots" is changed, it can create different sequences and meanings. Suppose there are three shots: Shot A is a face with no expression; Shot B is a close-up of a gun muzzle; Shot C is the same person smiling. If the sequence is A—B—C, it conveys the idea of a person suddenly facing a gun, not being afraid but smiling instead. If the sequence is C—B—A, the meaning is that a person, in the midst of triumph, suddenly faces a gun and becomes expressionless with fear. If the sequence is B—A—C, it gives the impression that a gun suddenly appears in front of this person, who first freezes, then calms down and prepares to face it with a smile. If the sequence is B—C—A, it creates the impression that the person, in the face of intimidation, first doubts it, thinking it’s a joke, and then realizes the severity of the situation, becoming stunned with fear.
It is clear that in a symbolic sequence, each symbolic unit or element is influenced by other relevant symbols in the same or different sequences. The meaning of a symbolic sequence is partly, if not primarily, determined by the mutual relationships between the symbols in the combination.
2. Symbolic Cluster
A symbolic cluster is a set of symbols that share a synchronic associative relationship with the selected symbols along the vertical axis. In the horizontal axis of symbolic sequences, the components in specific positions typically...