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2024年河北省普通高等学校专升本考试 广告学专业考试说明

2025-04-01
来源:好老师升学帮
阅读 396
导读:本文是2024年河北省普通高等学校专升本考试 广告学专业考试说明,由好老师升学帮收集整理,仅供参考。

  第一部分:传播学

  I.课程简介

  一、内容概述与要求

  传播学考试是为招收广告学专业专科升本科学生而实施的入学考试。传播学是研究人类 传播现象、传播过程和传播规律的科学,主要研究人类交往活动中的人际传播、组织传播、 大众传播等层面的问题,研究当今媒体技术给人类社会和文化带来的影响,研究媒体组织、 媒体制度、媒体内容和媒体文化的形态与变化。传播学是广告学专业的专业基础课程,通过 该课程的学习可以帮助广告学专业学生从信息传播的本质把握广告活动运行的规律。

  参加传播学考试的考生应了解或理解传播学相关基本知识点包括传播学的对象和基本 问题;人类传播的发展进程、符号和意义、传播过程和系统;人内传播、人际传播、群体传 播、组织传播和大众传播;媒介、受众和传播效果研究以及传播学的主要学派和调研方法等, 在此基础上,要形成清晰的纵向和横向的知识结构体系,并注意各部分知识的内在联系。同 时,要求考生熟练掌握传播学的基本概念、基本原理及学科发展的基本知识;掌握传播学分 析研究的基本方法;能够综合运用所学传播学知识,实际指导广告基本活动的开展,并分析 处理社会各类传播现象、传媒事件和文本内容,具有较好的阐释能力。

  传播学考试从三个层次上对考生进行测试,分别为“了解”、“理解”和“掌握”。这里 “了解”和“理解”是对相关基础概念与理论提出的要求。“掌握”是对分析、判断、方法 及实际运用能力提出的要求。

  二、考试形式与试卷结构

  考试采用闭卷、笔试形式,全卷满分为150分,考试时间为75分钟。

  试卷包括填空题、名词解释、简答题和论述题四个题型。其中,填空题分值为40分,名 词解释为30分,简答题为40分,论述题为40分。

  II.知识要点与考核要求

  一、传播学的研究对象与基本问题

  ( 一) 从传播的定义看传播学的研究对象 1.知识范围

  传播与信息;社会信息的概念;传播的定义;人类社会传播的基本特点

  2.考核要求

  (1) 了解信息的基本概念;

  (2) 理解社会信息的概念;

  (3) 掌握传播的定义、人类社会传播的基本特点。

  (二) 传播学是研究社会信息系统及其运行规律的科学 1.知识范围

  传播学的研究对象;传播学通常把社会传播区分为五种类型;社会信息系统的特点 2.考核要求

  (1) 了解传播学的主要研究对象;

  (2) 掌握社会信息系统的特点。

  (三) 精神交往理论与马克思主义传播观 1.知识范围

  科学的传播观;物质交往和精神交往的辩证关系中把握传播

  2.考核要求

  (1) 理解如何从辩证唯物主义和历史唯物论的立场出发树立科学的传播观;

  (2) 掌握精神生产和精神交往与物质生产和物质交往的辩证关系。

  二、人类传播的历史与发展

  ( 一) 人类传播的发展进程 1.知识范围

  劳动创造了人类语言;人类语言的能动性和创造性;口语传播时代;文字传播时代;印刷传 播时代; 电子传播时代

  2.考核要求

  (1) 了解劳动是语言产生的根本动力;

  (2) 理解人类语言在人类传播发展进程中的地位和作用;人类传播四大发展进程;人类传 播各发展时代的发展背景、发展动机和发展前景;

  (3) 掌握电子传播时代电子媒介为人类传播带来的变革。

  (二) 信息社会与信息传播 1.知识范围

  信息社会的概念;传播媒介的进化与社会发展;信息爆炸与信息社会;

  2.考核要求

  (1) 了解何为信息社会、哈特传播媒介系统;

  (2) 理解传播媒介的进化对社会发展的重要意义、信息社会的基本特点;

  三、人类传播的符号和意义

  ( 一) 符号在人类传播中的作用

  1.知识范围

  符号的定义;信号与象征符;语言符号与非语言符号;符号的基本功能

  2.考核要求

  (1) 了解符号的定义、何为象征符、信号的特点。

  (2) 理解象征符号的基本特点、语言符号与非语言符号、非语言符号的类型。

  (3) 掌握符号的基本功能。

  (二) 人类传播中的意义交流 1.知识范围

  何为意义;符号意义的分类;符号意义的暧昧性;传播过程中的意义

  2.考核要求

  (1) 了解什么是意义、符号意义的分类;

  (2) 理解何为符号意义的暧昧性;

  (3) 掌握在传播过程中如何动态把握意义的传达。

  (三) 象征性社会互动 1.知识范围

  人类的象征行为;象征性社会互动;象征性文化与现代社会

  2.考核要求

  (1) 了解象征性互动理论相关知识点;

  (2) 理解何为文化、何为共通的意义空间、米德“主我与客我”理论;

  (3) 掌握现代文化的象征性,象征性社会互动与社会文化传承和积累之间的关系。

  四、人类传播的过程与系统结构

  ( 一) 传播的基本过程 1.知识范围

  传播过程的构成要素;几种主要的传播过程模式;传播过程的特点

  2.考核要求

  (1) 了解传播过程的构成要素;

  (2) 理解几种主要的传播过程模式、传播过程的特点;

  (3) 掌握拉斯韦尔的“五 W”模式、香农和韦弗的“数学模式”、奥斯古德和施拉姆的循 环模式。

  (二) 社会传播的系统结构 1.知识范围

  系统模式下的社会传播结构;社会传播的总过程理论

  2.考核要求

  (1) 了解系统模式下的社会传播结构;

  (2) 理解赖利夫妇的传播系统模式;

  (3) 掌握唯物史观下,如何把握社会传播的总过程。

  五、人内传播与人际传播

  ( 一) 人内传播 1.知识范围

  人内传播的定义;作为能动的意识和思维活动的人内传播;作为社会心理过程的人内传播; 基模理论

  2.考核要求

  (1) 了解何为人内传播的定义、人内传播的主要环节和要素、对人内传播的理解;

  (2) 理解米德的“主我与客我”理论、布鲁默的“自我互动”理论、基模理论;

  (3) 掌握基模的特点,并能够正确认识阿克塞尔罗德基于基模理论的信息处理过程模式。

  (二) 人际传播 1.知识范围

  人际传播;人际传播的动机;人际传播的特点和社会功能;人际传播与自我表达 2.考核要求

  (1) 了解何为人际传播、人际传播的动机、人际传播的特点和社会功能、自我表达的定义;

  (2) 理解库利的“镜中我”理论;

  (3) 掌握通过自我表达活动如何增强人际传播的效果。

  六、群体传播、组织传播

  ( 一) 群体传播 1.知识范围

  群体概念及其类型;群体的社会功能;群体规范在群体传播中的作用;群体压力与趋同心理 2.考核要求

  (1) 了解群体的概念及其类型、群体的社会功能;

  (2) 理解群体规范的功能、群体成立的基本条件、何为群体压力与趋同心理;

  (3) 掌握群体规范、群体压力给广告传播带来的启示。

  (二) 组织传播 1.知识范围

  组织与组织传播;组织内传播的过程与机制;组织外传播及其形态

  2.考核要求

  (1) 了解组织的概念、组织传播的概念、组织传播的功能;

  (2) 理解组织内传播的正式渠道、下行传播和上行传播的概念、横向传播的概念、组织内 传播的非正式渠道、组织内传播的媒体形式;

  (3) 掌握组织的信息输出活动主要有哪些类型及其各自的作用。

  七、大众传播

  ( 一) 大众传播的定义、特点与社会功能 1.知识范围

  大众传播的定义与特点;大众传播的社会功能

  2.考核要求

  (1) 了解大众传播的定义、大众传播的特点;

  (2) 理解大众传播的基本社会功能;

  (3) 掌握拉斯韦尔的“三功能说”、赖特“四功能说”、何为大众传播的“地位赋予功能”、 “社会规范强制功能”以及负面功能的“麻醉作用”。

  (二) 大众传播的产生与发展过程 1.知识范围

  互联网与大众传播的新革命

  2.考核要求

  掌握互联网与大众传播的新革命、互联网传播的特点。

  (三) 大众传播的社会影响

  1.知识范围

  关于大众传播社会影响的两种观点;大众传播;信息环境和人的行为

  2.考核要求

  (1) 了解关于大众传播社会影响的两种观点;

  (2) 理解何为“拟态环境”;

  (3) 掌握大众传播、信息环境和人的行为三者之间的互动关系。

  八、媒介技术与媒介组织

  ( 一) 媒介技术与社会发展 1.知识范围

  媒介的含义;麦克卢汉的媒介理论;当代新媒介技术发展趋势及社会意义 2.考核要求

  (1) 了解媒介的含义、麦克卢汉的媒介理论;

  (2) 理解“媒介即人的延伸”、“媒介即讯息”、“热媒介与冷媒介”、“媒介依存症”;

  (3) 掌握当代新媒介技术发展趋势及社会意义。

  (二) 媒介组织的性质和社会作用 1.知识范围

  传播者与大众传媒;大众传媒的公共性和公益性;“把关人”理论

  2.考核要求

  (1) 了解大众传媒的公共性和公益性、何为“把关人”理论;

  (2) 理解怀特的“把关”过程模式;

  (3) 掌握为何大众传媒在未来信息社会中依然会是影响力最大的传播者。

  九、社会转型与受众变迁

  ( 一) 大众与分众理论 1.知识范围

  “大众”的概念;“分众”的概念;分众观的核心内容;作为社会群体成员的受众;作为“市 场”的受众;作为权利主体的受众

  2.考核要求

  (1) 了解何为大众、大众的主要特点、“IPP 指数”、何为分众、分众观的核心内容;

  (2) 理解作为社会群体成员的受众、作为“市场”的受众、作为权利主体的受众基本权利;

  (3) 掌握媒介发展的 (专业化) 分众化趋势的三个阶段。

  (二) “使用与满足”——一种受众行为理论 1.知识范围

  受众的传媒接触动机和使用形态;传媒接触的社会条件因素;对“使用与满足”研究的评价 2.考核要求

  (1) 了解什么是“使用与满足”、早期研究中关于受众对广播、印刷和电视媒介的传媒接触 动机和使用形态;

  (2) 掌握如何正确评价“使用与满足”理论。

  十、传播效果研究

  ( 一) 传播效果研究 1.知识范围

  传播效果的概念;传播效果的三个层面;传播效果研究的历史与发展

  2.考核要求

  (1) 了解何为传播效果、传播效果的三个层面;

  (2) 理解传播效果研究的发展过程和效果观的变化、“传播流”研究的主要代表学者和相关 代表性成果;《人民的选择》;《创新与普及》

  (二) 传播技巧与传播效果 1.知识范围

  传播技巧包括的策略方法;“一面提示”与“两面提示”;“明示结论”与“寓观点于材料之 中”;“诉诸理性”与“诉诸感情”;警钟效果 (恐惧诉求)

  2.考核要求

  (1) 了解传播技巧主要包括的策略方法;“一面提示”与“两面提示”的基本内容;

  (2) 理解“明示结论”与“寓观点于材料之中”、“诉诸理性”与“诉诸感情”、警钟效果 (恐

  惧诉求) 基本内容;

  (3) 思考传播技巧的这几种主要策略方法对广告传播的启示。

  (三) 传播对象与传播效果 1.知识范围

  传播对象的属性;意见领袖的作用和特征

  2.考核要求

  (1) 了解传播对象的属性通常包括哪几个方面;

  (2) 理解意见领袖的作用、意见领袖的基本特征;

  (3) 思考意见领袖对广告传播的启示。 十一、几种主要的大众传播效果理论

  ( 一) 大众传播与环境认知——“议程设置功能”理论 1.知识范围

  “议程设置功能”理论概要及特点;对该理论的研究;该理论的意义、问题和挑战 2.考核要求

  (1) 了解“议程设置功能”理论概要及其特点;

  (2) 理解“议程设置功能”研究趋于明确化的表现;

  (3) 掌握如何正确评价“议程设置功能”理论、网络传播对该理论形成怎样的挑战。

  (二) 大众传播、社会心理与舆论——“沉默的螺旋”理论 1.知识范围

  “沉默的螺旋”理论概要及特点,该理论的研究与评价

  2.考核要求

  (1) 了解“沉默的螺旋”理论的三个基本命题、该理论的特点;

  (2) 理解“舆论——我们的社会皮肤”;

  (3) 掌握如何正确评价“沉默的螺旋”理论。

  (三) 大众传播的潜移默化效果——“培养”理论 1.知识范围

  “培养”理论概要;该理论关于社会与传播的基本观点

  2.考核要求

  (1) 了解“培养”理论基本内容;

  (2) 理解电视媒介在形成“社会共识”方面所起到的作用;

  (3) 掌握“讯息系统分析”和“培养分析”的核心观点。

  (四) 大众传播与现实“建构”——新闻框架与框架效果 1.知识范围

  框架;新闻框架;元传播

  2.考核要求

  (1) 了解何为框架、何为新闻框架、何为元传播;

  (2) 理解新闻框架建构的主要机制、新闻框架呈现的主要要素;

  (3) 掌握新闻框架的具体功能。

  (五) 大众传播与信息社会中的阶层分化——“知沟”到“数字鸿沟” 1.知识范围

  “知沟”理论概要;该理论的应用研究及其意义

  2.考核要求

  (1) 了解“知沟”理论的主要观点、“信息沟”的理论要点;

  (2) 理解何为“数字鸿沟”、何为“上限效果”假说及其论据;

  (3) 掌握“知沟”理论的应用研究领域、“媒介素养”的基本内容。

  (六) “第三人效果”——对大众传播影响力的一种认知倾向 1.知识范围

  “第三人效果”理论概要;该理论的应用研究及其意义

  2.考核要求

  (1) 了解何为“第三人效果”、“第三人效果”产生的心理学依据;

  (2) 理解“第三人效果”产生的制约因素;

  (3) 掌握“第三人效果”研究的价值和意义。

  十二、传播学其他知识点

  ( 一) 从国际传播到全球传播

  1.知识范围

  国际传播与;全球信息化;“新世界信息秩序”

  2.考核要求

  (1) 了解何为国际传播、何为全球传播;

  (2) 理解全球信息化的冲击和影响;

  (3) 掌握“新世界信息秩序”论证的过程及其实质。

  (二) 传播学研究史和主要学派 1.知识范围

  传播学的起源、形成、发展;传播学的奠基者和学科开创者

  2.考核要求

  (1) 了解传播学的起源和诞生的推动因素;

  (2) 理解传播学早期学术思想的主要代表人物及其贡献;


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File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
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Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
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Function: newsInfo

File: /www/wwwroot/hlszsb.com/index.php
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Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 190
Function: newsInfo

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Function: require_once

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File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
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Function: newsInfo

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Function: require_once

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File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
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Function: newsInfo

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Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
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Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
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Function: newsInfo

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Function: require_once

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File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 190
Function: newsInfo

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Function: require_once

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File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
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Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
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Function: newsInfo

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File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
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Function: newsInfo

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File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 190
Function: newsInfo

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Function: require_once

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File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 190
Function: newsInfo

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Function: require_once

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Backtrace:

File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
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Function: newsInfo

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Line: 294
Function: require_once

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