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都市报等自办发行的报纸,都有相当 强烈的读者意识,因为它们要拉住读者, 拥有了读者,才能拥有广告客户,兹事体 大,关乎生存;党报、机关报宣传大政方 针,肩负引导舆论的重任,拥有读者、关注 读者方能达成报纸宣传的目的,同样事关 生存。读者意识的强弱,反映出以传者为 本位还是以受众为本位的办报理念。 读者意识,可理解为办报一方(传者) 对读者一方(受者)的关注。具体讲来,对读 者的关注,似可分为三个层次:读者是谁, 读者有何需求以及读者需求如何满足。
Metropolitan newspapers and other self-issued newspapers, have a very strong sense of the reader, because they have to pull the reader, have readers, to have advertisers, everything matters, related to survival; Party newspaper, organ newspaper propaganda policy, shoulder The important task of guiding public opinion, possessing readers and paying close attention to readers can reach the purpose of newspaper propaganda and the same thing is about survival. Readers’ awareness of strength, reflecting the transmission of people as the standard or audience-based business newspaper idea. Readers’ awareness can be understood as the concern of one party (recipient) on the part of the reporter (sender). Specifically, the reader’s attention can be divided into three levels: who is the reader, what the needs of readers and how to meet the needs of readers.