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传播效果研究作为传播学的核心课题,在研究思路、研究意识、研究内容和方法上和修辞学有着密切的历史渊源。纵观传播效果研究的历史和修辞传播的历史演进,我们可以看出两者发展的关联逻辑:(1)修辞意识:传播效果研究的一条暗线;(2)修辞技巧:传播效果研究的微观考察;(3)修辞语境:传播效果研究的宏观关照;(4)修辞话语分析:传播效果研究的重要方法;(5)修辞批评:传播效果研究的另一种视野。因此,修辞传播作为一种以谋求预期效果为目的的积极主动的传播活动,应成为传播效果研究明确而重要的课题。
As the core issue of communication science, the research of communication effect has close historical origins in rhetoric in terms of research thinking, research awareness, research contents and methods. Throughout the history of research on the effect of transmission and the historical evolution of rhetoric, we can see the related logic of the development of the two: (1) Rhetorical awareness: a dark line in the study of communication effects; (2) Rhetorical skills: ; (3) rhetorical context: macroscopic consideration of the research on the effect of communication; (4) rhetorical discourse analysis: an important method of research on the effect of communication; (5) rhetorical criticism: another perspective of the study on the effect of communication. Therefore, rhetorical communication, as a kind of active communication activity aimed at seeking the desired effect, should become a clear and important issue in the study of communication effects.