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本文探讨了实用主义与西方大众传播效果研究的密切关系及影响。实用主义者把大众媒介看作是改造社会的有力工具。实用主义的代表人物直接而实际地参与办报，并将其思想渗入到大众传播学研究中，导出了美国大众媒介效果研究的思想轨迹。作者认为效果研究在两个方面与实用主义精神相吻合：一是应用了实用主义方法。实用主义者认为，实用主义方法可以包容世界的联系与变化，解释事物存在的意义，消除各种理论产生的矛盾与差别。二是接纳了实用主义关于真理的实用性观点。实用主义的实用性表现在真理必须具有实际的效果，且能够在社会生活中发挥作用，满足社会的需要。效果研究是大众传播学研究者在学术价值观上的一种实用主义选择。
This article explores the close relationship and influence of pragmatism and western mass communication research. Pragmatists view the mass media as a powerful tool for social transformation. The representative of pragmatism directly and practically participated in the newspaper making and infiltrated his thoughts into the mass media studies, and derived the thought track of the mass media research in the United States. The author believes that the study of effectiveness is consistent with the spirit of pragmatism in two aspects: First, the method of pragmatism is applied. Pragmatists believe that pragmatism can contain the world’s connections and changes, explain the meaning of things, and eliminate the contradictions and differences arising from various theories. Second, it accepts pragmatism’s practical view of the truth. The practicality of pragmatism is manifested in that truth must have practical effects and be able to play its role in social life and meet the needs of society. The study of effect is a pragmatist choice of scholars in the field of academic values.