受众对媒体的偏见是一种普遍存在的现象,偏见来自于媒体的报道偏向,也源自受众对媒体的主观认知偏差,即所谓的“敌意媒体效应”。敌意媒体效应研究近些年在西方学界不断深化拓展,但在国内研究领域却鲜有提及。对此,本文将对敌意效应理论加以简要介绍,并进行本土化解读:一方面用案例说明这一理论在国内传媒研究的适用性;另一方面探析其在媒介效果研究的理论拓展问题。 Prejudices on the part of the audience are a common phenomenon. Prejudices come from the bias of the media and from the audience’s subjective cognitive bias towards the media, the so-called hostile media effect. In recent years, the research on hostile media effects has been constantly deepened in western academic circles, but few have been mentioned in the field of domestic research. In this regard, this article will give a brief introduction to hostile effects theory and carry out a localized interpretation: on the one hand, it illustrates the applicability of this theory in the domestic media research; on the other, it analyzes its theoretical expansion in media effects research.