The article argues the effectiveness of five classical communication theories based on internet interactive communication. It points out their “out-of-date” status and applied “symptoms”, and makes clear the conditions for both “effectiveness” and “ineffectiveness”, which is an exceptional work with originality.
(I)The Originality of the Research Perspective.
Discuss the adaptability of classical communication theories from the perspective of mobile internet, which is to examine the effectiveness of the theories outside the environment in which theories form.
(II)The Originality of the Viewpoint
①The generalization of “Opinion Leaders” and the collapse of the theory of “Two-step Flow of Communication”;
②The weakening of public “Gatekeeping” and the establishment of “Self Gatekeeping”;
③The application of “Use and Gratifications Approach”: The form of the new media and the new interaction between “Communication and Audiences”;
④The continuity of “The Spiral Of Silence” and its “Pendulum Effect”;
(III)The Originality of the Interpretation
When communication technologies overthrow the communication process of the classical era, blur the boundary between the current communicator and audiences, and construct a two-way interactive communication mode, it is inevitable to make the annunciation that the condition determining the classical theories has changed, theories have lost effectiveness and functions gradually faded. The innovation of media technology and its empowerment are main reasons for the weakening and new changes of classical theories. The classical theories have changed: The “Gatekeeping” theory is weakening; The “Two-step Flow of Communication” has been thoroughly disintegrated; Whereas the “The Spiral Of Silence” is functioningconditionally; “Use and Gratifications Approach” has been fully displayed and delivered.
(IV) Confirmed by the world’s most distinguished communication scientist
Elihu Katz is the world’s famous communication scholar and professor of University of Pennsylvania, USA. In the 2017Yearbook of the International Communication Association, he put forward that“Opinion Leaders”,“Two-step Flow of Communication”“The Spiral of Silence” together with other three communication concepts shall “retire”.Katz’s opinion, which appears after this book, which was published in 2016, just verify the authoritativeness and originality of the research result of this book.
