Abstract:
The study of communication effect has always played a dominant role in communication research，therefore which communication effect paradigm should be adopted is the core of the study of communication effects. Researchers hold various opinions on the conceptions and apprehension of the paradigm. In this paper, by analyzing the idea of a communication effect paradigm, I will discuss the trichotomy and three stages of paradigm evolution from the perspectives of the causes of communication paradigm change and will summarize the rules of the changes. Meanwhile, this paper proposes a new path for paradigm fusion, and believes that Chinese communication studies should develop independently, the rules of journalism communication and propaganda should be separated to promote communication at a theoretical level.
