所谓传播效果,是指受众的心理在传播前后发生的变化。它通常有双重含义。狭义上是指传播者带有说服动机的传播行为在受众身上所引起的心理、态度和行为上的变化。广义上是指传播活动尤其是报刊、广播、电视等大众媒介的活动对受众和社会所产生的一切影响和作用,包括直接的、间 The so-called dissemination of results, refers to the psychological changes in the audience before and after the spread. It usually has a double meaning. Narrow sense refers to the communicator with a persuasive communication behavior in the audience caused by psychological, attitudinal and behavioral changes. In a broad sense, it refers to all the influence and function of the mass media activities, especially newspapers, radio and television, on the audience and the society, including direct,