Truyn thng l g?

Truyn thng (communication) l qu trnh chia s thng tin.

Truyn thng l mt kiu tng tc x hi trong t nht c hai tc
nhn tng tc ln nhau, chia s cc qui tc v tn hiu chung.
dng n gin, thng tin c truyn t ngi gi ti ngi nhn.
dng phc tp hn, cc thng tin trao i lin kt ngi gi v ngi
nhn. Pht trin truyn thng l pht trin cc qu trnh to kh nng
mt ngi hiu nhng gi ngi khc ni (ra hiu, hay vit), nm

bt ngha ca cc thanh m v biu tng, v hc c c php

ca ngn ng.
Truyn thng thng gm ba phn chnh: ni dung, hnh thc,
v mc tiu. Ni dung truyn thng bao gm cc hnh ng trnh by
kinh nghim, hiu bit, a ra li khuyn hay mnh lnh, hoc cu
hi. Cc hnh ng ny c th hin qua nhiu hnh thc nh ng
tc, bi pht biu, bi vit, hay bn tin truyn hnh. Mc tiu c th l
c nhn khc hay t chc khc, thm ch l chnh ngi/t chc gi
i thng tin.
C nhiu cch nh ngha lnh vc truyn thng, trong
truyn thng khng bng li, truyn thng bng li v truyn thng
biu tng. Truyn thng khng li thc hin thng qua biu hin
trn nt mt v iu b. Khong 93% ngha biu cm m chng ta
cm nhn c t ngi khc l qua nt mt v tng ging. 7% cn
li l t nhng li ni m chng ta nghe c. Truyn thng bng li
c thc hin khi chng ta truyn t thng ip bng ngn t ti
ngi khc. Truyn thng biu tng l nhng th chng ta nh
sn mt ngha v th hin mt tng nht nh v d nh quc
huy ca mt quc gia.
Hi thoi gia cc c nhn thng xut hin theo cp hoc
tng nhm vi qui m khc nhau. Qui m ca nhm tham gia thng
tc ng ti bn cht ca cuc hi thoi. Truyn thng trong nhm
nh thng din ra gia ba n mi hai c nhn v khc bit vi
trao i qua li gia cc nhm ln hn nh cng ty hay cng ng.
Hnh thc truyn thng ny c hnh thnh t mt cp hay nhiu

hn, thng thng c cp ti nh mt m hnh tm l hc

trong thng ip c truyn t ngi gi n ngi nhn qua
mt knh thng tin. cp ln nht, truyn thng i chng
chuyn cc thng ip ti mt lng rt ln cc c nhn thng qua
cc phng tin thng tin i chng.
Qu trnh truyn thng din ra lin tc. Khi bn ngi yn lng
trong gc phng, mc cho mi ngi xung quanh ni hay lm g th
cng ang gi nhng tn hiu truyn thng khng bng li cho
nhng ngi xung quanh (cho d v tnh hay c ).
Bi truyn thng l qu trnh gi v nhn thng tin, cc mc
pht trin truyn thng thng gn lin vi tin b cng ngh. Tm
lc bi vit Truyn thng cc nhn tip bc truyn thng i
chng trn Vnexpress.net di y ng gp mt s thng tin th v
v bc tin ca truyn thng vi cng ngh mi.
Nm 1448, th kim hon Gutenberg sng ti Mainz (c)
pht minh ra h thng movable type (ti tm dch: h thng sp ch
ng?) (d ngi Trung Quc tuyn b h mi l ngi u tin
ngh ra cng ngh ny). Ngi ta nhp (type) cc ch ci vo thit b
v sau in cc trang vn bn ra giy (move). Phng php ny ph
v kiu phn phi thng tin ch o thi : cc nh truyn gio
chp tay cc thng tin hoc khc ln g ri in ra giy. Nm 1455,
Gutenberg kinh doanh cng ngh cng ngi ng hng giu c
Johannes Fust. Tuy nhin, chi ph duy tr vt ra khi tm kim
sot v Gutenberg sm b v n.

Johannes

Gutenberg

(1398-1468)

D vy, ch sau vi thp k, movable type lan khp chu

u, gp phn khng nh vo cuc cch mng thng tin, cn gi l
thi k Phc Hng v trong nhng th k tip theo, sch, bo, tp
ch bt u c pht hnh rng ri.
Nm 2001, tc 5,5 th k sau, "movable type" li hi sinh. ng
b Ben v Mena Trott (sng ti San Francisco, M) chu cnh tht
nghip trong giai on khng hong dotcom. Mena bt u lp web
c nhn (blog) Dollarshort "k v nhng chuyt vt vnh thi th
u". Trang Dollarshort dn tr nn ni ting v v chng Trotts quyt
nh xy dng mt cng c h tr ng blog hiu qu hn. Phn
mm mang tn Movable Type ny hin l s la chn s mt ca
nhiu blogger danh ting v nm trong 10 cng c to web c nhn
hng u do tp ch Forbes bnh chn.
Movable type u tin nh du s xut hin ca khi nim
truyn thng i chng, cn Movable Type ln hai li bo hiu giai
on "truyn thng c nhn" . Hin tng vn ha mi m ny c
bit ph bin trong gii tr, nht l nhng nc pht trin.