“使用与满足”这一研究视角是20世纪40年代卡茨在《个人对大众传播的使用》一书中首先提出的,后经过贝雷尔森、帕克等人的深入研究,于20世纪70年代形成了具有一定影响力且体系较为完备的传播理论。这一理论把受众作为研究的出发点,着重探求“人们通过媒介做了什么,而不是媒介对人们做了什么”1。该理论认为,受众都是有特定需求、能动的个体,由于他们自身的兴趣、心理、性格等个体因素不同,社会背景、风俗民情、价值观念、历 “Use and Satisfaction ” This research perspective was first proposed by Katz in “The Use of Individuals for Mass Communication” in the 1940s. After a thorough study by Berrellsen, Parker and others, In the 1970s, a certain influential and well-established communication theory was formed. This theory uses the audience as a starting point for research, focusing on “what people do through the media rather than what the media does to people”. The theory holds that all the audiences are individuals with special needs and motivation. Because of their different personal factors, such as their own interests, psychology, and personality, social backgrounds, customs, values,