传播理论学认为,凡有目的的传播活动都希望取得预期的传播效果,但效果的产生却不以传播者的意志为转移,有时甚至会出现与传播者意图相反的效果,这是因为,传播效果的产生是一个十分复杂的社会过程,从发出信息到受众接受信息,中间存在很多环节和因素,每个环节和因素都会对效果的? Propagation theory holds that all purposeful communication activities are expected to achieve the desired effect of communication, but the effect is not based on the will of the communicator, and may even be counterproductive to the communicator’s intention. This is because communication The effect is produced by a very complicated social process. There are many links and factors in the message from the sending of information to the audience, and each link and factor will have an effect on it.