摘要：The pre-Qin scholars contributed very abundant disseminating theories.On the basis of their understandings of disseminating activity,they introduced the disseminating view of ＂being careful before speaking＂ and ＂three principles of being immortal＂,thinking as long as a person got established either in moral conduct or in accomplishment or in speech,he could just make himself sustainable and immortal.For public opinions,Luan Wuzi put forward the view of ＂becoming popularized by well convincing the public＂ while Lord of Shao introduced a series of ideal disseminating order and system,both of which were remarkable disseminating ideas.In those days even non-linguistic dissemination was well noticed.Lord of Shanxiang was a good example,who believed that accurate information could be obtained about a person by observing a combination of his behaviour,speech,view and hearings.Moreover,the pre-Qin scholars already brought forward the view of ＂taking notice of the open without neglecting the private and paying attention to the clearly expressed without neglecting the indirectly implied＂,which showed they had already noticed the matter of audience.%前諸子時代的傳播思想非常豐富。對傳播活動的認識上,人們認為傳播活動能夠傳達各種信息,語言能夠揭示傳播者內心的感受,以及他對各種事物的認識、看法和評價;通過語言傳播,可以對民眾進行教化,對子弟進行教育,或者向其他國家推行本國的文化;一個人的言語還可以表露一個人的品質。他們提出了＂慎言＂和＂三不朽＂的傳播思想,認為只要在德行、事功、言語之任何一方面有所建樹,都可以使自己雖死猶生,雖久不廢,達到不朽。而言語又是反映德行的重要途徑,是建立事功的重要工具和能力。關于輿論,欒武子提出的＂善鈞為眾＂,邵公提出的一套理想化的傳播秩序和傳播體系,都是值得注意的傳播思想。非語言傳播也受到人們的注意,有人還形成了一套理論,如單襄公認為把一個人的＂步言視聽＂結合起來考查,就能夠得到比較準確的信息。此外,前諸子時代的人們已經注意到了受眾問題,如＂直不輔曲,明不規闇＂的思想等等。
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