受众在听广播看电视的过程中,很自然地产生了视听心理活动。这种视听心理,影响和制约着受众的视听行为。各种个人和社会的心理因素,包括受众的心理特点、心理状态和心理过程,都能影响到他们对节目的选择、喜好、接受,或者厌恶、逆反、拒绝。我们经常看到这样的情况:听众拿着广播收音机拨动频率指针选择自己所需的广播节目, Audiences in the process of listening to radio and television watching, it naturally arises audio-visual psychology activities. This audio-visual psychology, influence and restrict the audience’s audio-visual behavior. Various personal and social psychological factors, including the psychological characteristics of the audience, psychological status and psychological processes, can affect their choice of programs, preferences, accept, or dislike, reverse, refuse. We often see such a situation: the listener with a radio radio dial the frequency pointer to select their desired radio programs,