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1982年以来,受众调查在中国大陆新闻传播学界逐步推开,渐成风气,有力推动了理论研究和实际工作。中国受众的面目,从一片模糊变得清晰起来。但至今,对这些调查成果进行综合研究,以求从总体上认识、把握中国受众的工作,还是一个空缺。 本文试以15年来主要的受众调查为依据,对中国受众通过大众传媒获取新闻的主渠道和对传媒总体评价的变迁作一番考察,力求比较准确、客观地勾勒出受众的真实面貌,为新闻工作在市场经济下的高效运转提供参考。
Since 1982, audience surveys have been gradually unveiled in the field of journalism and communication in mainland China, and have become a trend that has promoted theoretical research and practical work. The face of the Chinese audience has become clearer from a vague point of view. However, up to now, it is still a vacancy to carry out a comprehensive study on these survey results in order to understand and grasp the work of the Chinese audience as a whole. Based on the major surveys conducted over the past 15 years, this essay examines the main channels by which Chinese audiences get news through the mass media and the changes in the overall evaluation of the media. It tries to outline the true appearance of the audience more accurately and objectively. The work under the market economy to provide efficient reference.