受众是大众传播媒介生存的基础。受众研究是提升媒介生存质量和市场竞争力的重要途径。但是,传统媒介的受众研究基本上都是一种被动的、建立在对传播过程完成后受众的各种反应的测量和评估基础上的马后炮式研究,而对媒介传播之前的相关研究却付诸阙如。以电视媒介为 The audience is the basis for the survival of the mass media. Audience research is an important way to enhance the quality of media life and market competitiveness. However, the audience research of traditional media is basically a passive research based on the measurement and evaluation of the audience’s various responses after the communication process is completed. Relevant research prior to the media’s communication has been put into practice Que like. To television media for