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Page 1: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

- ~ a 7 ~ 7 u ~ u ~

Ker l inger 1h

n 7 ( l u i u u ~ a l u ~ ~ i u 4 i t t d ~ i ?

8 ~ h u ~ s w d i i f i a u ~ ~

2. n q d t4un~tdnaiu#~%%iiu?usaudi~fia~~11~ ( I I U ~ ~ R ) uas t do

Page 2: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

.- - \ . -

% 1~8401 (Siebert ) fl t ~ l d 8 ~ (Peterson) ttnantt~ud (Schramm) '14 I%JuM~~!o

t d~Hbu8~141 Four Theories of the Press ~ ~ o n ~ ~ n i . r l ) o n i . r ~ ? ~ n u d u ~ n ~ ~ u

nr . t nwu M#Ad J.~ltiu.r.ruiu ~ u ~ u u t%unqtt&+Iouum?iulklu t%uuirqji

n1.r tdou t du? bni' l ' lh~~ni~fi~u~u~ouannu1url.rr tnflIIiu 7 4d.rg~uni.r t f l ~ u t t ~ r

1~~~9 t tnn I I i u f i u u"11'1i41 1 h d i q l l o tbtt.rf ihiuiuhtl t h~ in i sdon isu~~ru

qoum1: tnm~douer Aoudunu7n~~1idrniu t 4mniqni.r tflou11~1: t ~ . r~ f !wou~n r tnd

6udoyp4iu 7 fi#o dou~nnuo~'lu~~r 1 nff'lRflkdhU 1 jua iuu~?~? iufl~nqY&f%

n.routtfiuwnnnd~AAn.niuRIuy~~url~8: in& 7 dunisfioimnrniuttu 3 diu

'1A(ln~ir5quJisadu tflunq~~ni.rl)odi~u~nnw~& i flu 4 nq~a ilo

1. nq~$j8miniduu (Libertarianism) uQonqv4 t #QUU

(Liberal ism) /

2. n~~~"ns'%fkIlJ (Authoritarianism)

3. nqYal!fhld%fiulJ (Totalitarianism) U ~ O nq~&~t%R

noub?Qnd '(soviet communist )

4. nqMafl?llJ?lJhlOWll~kn~ (social Responsibi 1 i ty Theory)

nq~#qndi? hudiufl o~ .nd i?d~~~unr t du~'lumffiu t du odiu'Imhia

1fi~~~rnn~~owiif iu4ik.r '3 diufo Q tuofm d t~o+ilu ttnartt~ud tuy~hsg'lfi

fir)i f in i~@ trnirnq~~dous~diouuuiu8~ ' ~i i f in i *Au~iou~n~h~pdn"ut td~i i

41 t nmto t ~ ~ o ~ u n ~ o ~ i n ~ n i . r i & o t l i ~ I I u ~ ~ ~ f i o ~ d i o ~ I i ~ p l ~ c t ~ ~ i ~ q ~ ~ r l m i n ~ n i s t ~ n i

odiund.r~uodiuu~uout~u nq~*iu vwin@nd4i t#umq tfludu~uo~uurffuadn-

t#uHbu qu~~.r~Q~~?uliu t Y i 6 d1KU 180 ouf l i u%onq~&1iu3nuifli~d ~I~IH~I-T

'~liiun~iuJoufio~dlo~wouf 2 w ~ o u ? ~ ~ r ~ ' l ~ n ~ i d ~ l u f l u ~ ( i l u ? ~ d i . r d tdnnIi twdib

~flu#u u l d ~ u ? n ~ r i k i s ~ n n a i ~ ~ ~ i u ' t l o u f i ~ 4 i n q ~ ~ ' l ~ 8 ~ 2 naiumiuii.rIIo'nrlh

Page 3: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat
Page 4: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

44 idu~I~dniu (~orms) ~ o J u ~ ~ U T ~ I nfl tu~#ouhqndid iruQd idhima

(Ifhflo Mass Comnrnicat ion Theory) (19 I h'tnl~unqfi I ~ 1 1iff~inq~dniu

(Normat ive Theories ) 8qflqB~~h7dou#7~~rdfinm I duvlq~inndi fiqi nqul]

~u3aillurrumd ~~TC~PUIIJ Theory Y%JIWIU ~ t ~ ' ~ r n f i l l ~ i i U d ~

o c ) ~ u ~ ~ i u b i ( k i r t u ~ ~ ~ u ~ c ISURUA~ ~ 7 0 ~ i ~ # ~ m i u 1 1 ~ ~ s ~ ~ ~ ~ 7 t l u ~ t I A~dcns~

fiu "

1 d u A u a u ? u f i u ~ u ~ r u d 7 . ~ ~ n ~ ~ 1 ~ # ~ f i ~ 1 ~ a f d i n-ry llonddo

r r n ~ ~ r o . ~ m u ~ ~ ~ u A b ~ a i u ~ f i d ~ u (A set of interre lated proposi t ians

or theoretical statements) (8 Zetterberg, 1963; Galtung, 1967

UNU~~W,UH~&J, UlJnU, ~I~WO%YIU ( l d ~ Path diagram) do Hypothesis

lflU?fi#

Page 5: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

'h mim~oin~u~uli.tblu(iw t 61.11 Theory ~'zeno~63uou(hnmnou

hgiwftEq 4 msn?r (lo 1 ) Concept d o construct (uu~a?iuRa) k t f h

Rqu~snarwu ~ropos i t ion d o irspothes is %n~ndu 2) Proposition d o

Hypothesis I80 Theoretical statement (E~ILI~SIU) 3) Definitions of a:

the concept ( b 7 ~ ) nu Conceptual Theoretical UQr Operational t

U R I 4) Linka~es of the proposition ( ( 1 7 1 ~ t h ~ ) Conceptual d o

Theoret ical URe Operat ional '!~?Jk?'l~~ll?b~/iyjl 61 h e m y ' I @ ~ ~ O O ~ ? U

ouliusmmrkuAhub~uffu'~di~u~~nu~au~~~

d h l n n i ' z v i d i u ( w e , 1972) t ~ o ~ i o u l h l ~ s n o ~ t h ~ ~ u d n 2

1J~ani1 10 n~'zQm~%u (Ordering) .concepts tefu~rsa IMI Primitive UAs

Derived terms ttQrnl~~ftB%U (Ordering) Hypotheses 1 f i ~ Premises U m /

muat ions o u ( ( l l l e n o d ~ ~ u d t h V ~ ~ u a e ~ 3 i u ~ t f i Theory O~IUUI~ h f i l ' z

t o t ~ u u ~ w 1 v r r u s u i ~ ~ o ~ n i ~ ~ 4 1 u ~ ~ ~ ~ e ; e \ ~ ~ i u t t ~ t ~ u ~ n toiouhenoud t 4173

i is~uml&~ndimU~h3u 7 ull?0ua~nnenou(i~uobh'zt:noun"u~~~1~~'zeni'z

6unAiqQiu#u

n i r 1 ~ ~ o u h ~ k n m s o i l l l ~ ~ 3 d u ' 1 ~ d i o t n r r i n i f r l 4 1 3 n ~ ~ t bu t b u

~uu inun rc rE i~ou o u l h n s n o ~ u d a s d 3 u d ~ i ~ ~ ~ n u ~ s ( 3 3 i u ~ o b i 3 n q ~

r@odiuuin ~i'z~~bEoin~iriuilirrlir

Page 6: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

1. ~ ~ U U W I ? W ~ (Concept nsnes )

, 2. s~uufigiu (Hypothesis)

3. f&IlU (ConceptUal and operational

Y ~ T U ~ U U H ~ U U ~ U T ~ L ~ ~

(Descr ipt ion and

classification)

3 1 ~ 7 8 4 (Analysis)

~ ~ i m i u u n e n i ~ 5 ~ 1

def ini t ions) (Meaning and measure-

+37iubdolJ (Conceptual and

operational linkages)

~ I T ~ R ~ % ~ ~ M U ~ R ~ ~ U ! ~ I (Ordering

into primitive and derived

terms )

n7~~@H%lt#UUflgiu (Order ins

ment )

ruqwnumnimm#au

(Plausibility and

testability)

n % ~ f i a i d M ~ u .

(Elimination of

tautolot y)

n ~ 4 ~ n a w ? j ~ u d (El imi-

into premises and equations) nation of inconsis-

t encp)

I uonom"Id7 Theory UE/I 8ufladbu8n 2 RP h ~ u I U ~ U U U ~ ~ ~ O J ' icblo l o Model URI: Paradigm o ? ~ u o % u # ~ ~ ~ I I ~ u ~ ~ R ~ ~ u M I ~ u R A ~ u R ~ ~ ~ ' w I ~ ~

Page 7: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

rrhr finn8fl~mridiri ~ s y c ~ l y s j s o i q h w e 1 ~OS~~~LOJIQW(II#U Freud's

Psychomalyt ic theory d 7 ~ paradigm Q U ~ J L ~ Q ) I U ~ ~ ~ ~ U U Y U H Q ~ ~ ~ O ~ U U

~ g g s communication paradigm ' 1 ~ 0 ~ 1 ( 0 1 4 ~ h l ( n ~ i n ~ i ~ 7 1 ~ 7 d u LIU W c i e

logy d o ~sy~hology f l iohlk tna4mmp#jdiu 7 ~ ~ u u i n n i ~ ~ i l l d e c l i r u ~ ~ ~ ~ b l

~ k u i n ~ ~ u ~ n ~ i ~ i ~ n n i ~ ~ i d u k u L rm t a n e d 7 u B ~ ~ o c i ~ l w PSYC~O-

logy (Social psychology), Political Science, Linguistics,

Eccmomics , Anthropolot y , UW Mathemat ics

&iaumn%isdot l~~m iu (8rplmat ion and predict ion) l ~ n ? r ( m u

k m (8 Urlinger, 1973, p. 9) t l ( ~ ~ # u k o * d ~ ~ i u ~ # ~ m d i u u ~ n

I. d i k u a i q h t l : ( b ~ m m d i M n ~ d o o h q u d u - ~ u d t 479s

t I Q n 7 7 6 w J O ~ ~ r & l u 7 dibdUquir~& ~ft690d741fi m a "reinforce mnt tt 1 mod7 w n ~ m n ~ u o d i ~ ~ n s ~ t ~ ~ # ~ r f r ~ ~ q (i7rn~n47@Muichleuf

ROY ( response) A o n ~ r m L : n ~ u ~ & r ~ ~ ~ ? u n ~ u ~ u ~ (reinforce) d o l l h i u f

B I W U ~ ~ ~ oillunq& i i n ~ ~ i m m s d v m l m n r \ u i n 9 n i r ~ i ~ 8 8 7 u ~ ~ n t h b

n n 1 ma ~1wtwilBIo ~ n n t n i ~ m t n ~ u ~ l i h n ~ u ~ ~ ~ ~ m u n u n ~ ~ ~ u i ' ~ ~ ~ ~ ~ u

~ u n i szsw'uqu

2. d i h u n i ~ d o m m ty : wiu6unirtlinm iumiulhrkud~#

~ r w k u ~ m ) n i ~ d o d i u ~ u d o ~ 8 t l ~ u ~ o 2 tm)rnrdt ~ r h u c ~ i u n i d u R J ~ U

Page 8: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat
Page 9: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat
Page 10: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

- humun7r30'u

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i i q u n k m t u 7 4 1178 inn (lo

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Page 11: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

3. h u u r unm &I f ? u u r b ~ m t ' h u n 3 l u 8 ~ ~ i o u f a u I l r 8 d ~ a u ~ t

R~uma7u tlu n7rAnm t l(u?hdn7?&nlr t 99qhf @Jn77Unwuu~m t aduuiaqtfl

ymdoun.)~~n7rUmiA a ~ ~ u ~ f t . ~ . w . ) i u a i 3 u ~ ~ n 7 ~ ~ n ~ 7 n ' u f 3u'it~n-i$il~r#u

tfi~htrnwnir@j~~~u?ut#o~ ti(ualhm7rgwnt(lm (lo @flnnllnw7gun.)7~r.

p n ~ t ( l m u ~ n n l ~ # f l n ~ ~ A ~ 1 ~ 0 9 ~ . ) 7 k#ubi3u1~ri thu~unrkt~?~onirhmhn~'cfl

ycnIh Mlo n7rpun~tQn P u ~ u d d ~ o ~ ~ t ~ u ~ ~ u ~

4. h u m n ~ Flo huur~n~~aum8~~t :un tB iaum~1~u . tx ld~~~u

Mufl iuhd99u 7 uia(13rqt8 udgniiaumn n a 3 10 d o tna~u@3umnauc13

a ? ~ u ~ d ~ t n ? ~ u k ? u I l r B d ~ t u d t 6 3 ~ ~ ~ ~ 1 ~ u d u ~ t th/u t lu \un7r(lm7n7~n"wu

u a r d h u i o u d a r k u k u ~ 1 ~ 1 d 3 n ' u n ~ ~ ~ ~ h ~ n ~ ~ u ~ ~ ~ t . t r h w ? ~ f ~ u r h n i ~ n ' N ~ u u o n

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u 7 1 l h d h ~ h & a u d u 2 ( ~ o n ~ ~ n ~ ~ ~ w n d ~ u h n ~ ~ ~ a n n i u l a ~ ~ u M & u

hhm mmiouu~uhudo . )~ t duk~u~rncl t h41u nr9iiund7?llmnfln~7gflnw

? ~ u ~ o u ~ ~ u c ~ n ~ u t d ~ ~ ~ u ~ ~ 7 .tu L n o r ~ ~ n w i u u o d ~ u ~ ~ d ~ ~ m a t r m i ~ u

u7u n ~ u t l m w m tdukuu~7 t ~ m d 7 d ~ t h m d t i ~ o l u u o r tlnuluaru t an7do

~ r ~ d u l i u u ~ u u i 7 .tu ~~h~onu~~i?um8~rtn"uRaum~1~~ o7rst:.tY

a~w#d iudk uh7nnaufl3umurr:t trmiouulu Tnsn7mn%fuaiou t i a i a w u

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Page 12: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

rJw dim nlou8fiucgnnwfo~ t duhrm~woupnrmu~?u~t?Jdlo~Onn~do~%n

4or~iu8ufltkcrrlBo4l t bumu@s~ubndo?u

Y - q r a - = 4 d 7 u

Page 13: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

I . tfU3&ld t b h (Deduct ion) L ~ Q I I # I U ~ tfiRh1(11

nirrnnniqhou~fiim.fiusinni~q~uqo.j#3~u rclclal&*n t- m i d

m.mid wanlr(l~uAibnnou Hoiindi-n A t i h r ~ ~ ~ i u A P ~ ~ i u u i s i n

fid

n i r kp-figiuu iuodiud 1 I K ~ M (&duct ire Reaso-

ning) d u d d n a t k (Ariatot

ou117u ,

1.2 40 r9iee9ureu r du U I ~ U ~ ~ ~ I U U ~ ~

1.3 IO~U L W ~ ~ # U U I U U M I-M&

n i r u ~ ~ u r n c l ~ i u f u r r rnn(I s ~ r ~ ~ o ~ o ~ l 4 o r fluo8udn rflu&q

i i u f u 6 1 ~ 4 o rffes9unRn n i ~ ~ ~ ~ i ~ ( i ~ u ~ ~ j l o t ' ~ ~ ~ i u i t n t fimkl dofiidlio 11s

Page 14: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

n l r 8 q m w u d r fluqupl~cw~~?.~i~ r q ~ ( ~ u c t ire ~easoning)

@ u w u ~ ~ n ~ r u r n ~ r n c n ~ ~ u ~ ~ ~ # b niu4f i r u m (Francis aacon) nll?a(lt~

t i l u l ~ # m a ~ ~ ~ m n ~ r ~ 1 r n @ m ~ o ~ 4 o ~ a 1 1 ~ m l a u (mi t ) uax~ 7 mlwua8

qusqnn?rdrmd hodw LC sqnnlrk r n ~ n ~ r d . t n i o r o . ~ Q ~ r ~ ~ d u h ~ ~ ~

m ~ h f ln~rd~muAku&~unt rqu1~40u ~ ~ ~ ~ u Q u ~ ~ ~ I ~ B I ~ ~ Q M ~ ~ ~ ~ ~ u ~ R J ~ ~ u

Ciu&ufia r Quufou r &rh

~aqflhklnnwpuuwB saflmawr$o(lorBI cio r do dSusawfhkin

n ~ r q w ~ w d ~ ~ a y y 6 (Perfect Induct ion) h s ~ l b u rffun?$JhnnpMau'~o~

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~ ~ r l r ~ r ~ r n & o r n a u u ~ n liu~u'lun~ru~~mma~uf#au~~quplPc~wd~.td~u~a

d?u?&u ea ~ f f u ~ i f M M f l ? 7 ~ l l d " l r ~ ~ b i ( I ruper f ect Induct ion) dqma?ufd

r ~#UOL: t hmawfh ddqptlu'n ( # ~ # ~ ~ l h r s ~ a u ~ o ~ s ~ a u m l a u d ( 1 1 1 ~ t mnddau

d~rdw?.ra i f f u ~ a u n u n ~ ~ ~ n ~ r n k ~ ~ ~ r b l ~ ~ o ~ f i )

and Hardgrave)

Page 15: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

rm6d U ~ ~ F I r n a ~ uavdr ?u (Danis McQuail and Sven

Windahl) nA12d1 "Ullll5I%8U 88 ~~~o%~~uuwJIu q 'M1p!munl~ L%JUIIJ

f i ~ ~ o ~ u w Q b l o rtfos~~d41oun7vo%uiu~ ~ w o ' ~ o u ( I o ~ u r n ~ o u 4 ( ~ ~ ~ n a u ~ q rou r

~ f i r a d ~ i u w ~ 8 n ~ s u a u n i s d i ~ aap i 1 ~ ~ ~ n a i u 8 ~ ,~ .

I

Kundia

Page 16: Ker l inger 1h n7(luiuu~alu~~iu4ittd~i?old-book.ru.ac.th/e-book/m/MC111(50)/MC111-2.pdf · 44 idu~I~dniu (~orms) ~oJu~~UT~ I nfl tu~#ouhqndid iruQd idhima (Ifhflo Mass Comnrnicat

r1uz-18 I ~ R U ~ ~ : ~ I I + I U ~ H i l ~ u ~ o u s O u u d o i ~ o ~ t 8w7n r %u t duudnura:yl~

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