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新闻报道要研究受众的心理规律,其中很重要的内容是把握受众在接受新闻时的求同心理和求异心理。这样,新闻宣传才能取得良好的效应。 (一) 求同(seeking common ground)心理是指人们对于和自身具有某些方面的共同性的事物感兴趣,是因为这种共同性在认知主体和认知对象二者之间建立了一种联系,这种联系使得认知主体对认知对象产生熟悉感、亲切感,同时也容易使认知对象被认知主体纳入其已有的认知结构,认知主体容易以已有的、具有这类共同性的知识经验为基础,对新的认知对象理解、对比和分析。
News reports to study the psychological laws of the audience, one of the important content is to grasp the audience in the news to seek common ground and psychological differences. In this way, news propaganda can achieve good effect. (1) seeking common ground Psychology refers to people’s interest in things that have certain aspects in common with themselves because this commonality establishes a relationship between the cognitive subject and the cognitive object This connection makes the cognitive subject familiarity and intimacy to the cognitive object, at the same time, it is easy for the cognitive object to be included in the existing cognitive structure by the cognitive subject, and the cognitive subject is easy to use the existing, Based on this common knowledge experience, the new cognitive object is understood, compared and analyzed.