论文部分内容阅读
任何一种传播媒介要想取得理想的传播效果,其基本前提就是了解受众接受传播信息的基本行为反应,并据此调整和改进传播内容和传播方式。从我国广播电视实践来看,受众反馈主要是指受众调查以及由专门的调查公司进行的收听率、收视率调查。由于媒体间竞争的加剧,目前许多传播机构和广播电视媒体调查公司都在不断地健全和完善自身的反馈体系,力求使受众调研为媒体提供更加务实的服务。本文根据受众传播理论,分析受众反馈系统理论的发展、受众反馈的原则、受众反馈资源的开发和利用以及受众反馈发展的方向。
The basic premise for any media to achieve the desired communication effect is to understand the audience’s basic behavioral responses to the dissemination of information and to adjust and improve the content and methods of communication accordingly. From the practice of radio and television in our country, the audience feedback mainly refers to the audience survey as well as by a special investigation of the company’s listening rate, ratings survey. Due to the intensified competition among the media, many media outlets and radio and television media companies are continuously improving and perfecting their own feedback systems so that audience research can provide a more pragmatic service to the media. Based on the theory of audience communication, this article analyzes the development of audience feedback system theory, the principle of audience feedback, the development and utilization of audience feedback resources and the direction of audience feedback development.