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为探讨公共危机中传媒对受众的心理引导,本文以汶川大地震为个案,对灾区受众媒介接触及对媒介的心理反应两方面进行了调查分析。结果表明:从受众接触媒介的情况看,传统媒体与新媒体在危机传播中各有优势,互补互动;从受众对媒介的心理反应看,受众的需要、情绪、认知、评价等心理特征和媒介影响息息相关。
In order to explore the media’s psychological guidance to the audience during the public crisis, this article takes the Wenchuan earthquake as an example, investigates and analyzes the audience’s media contact in the disaster area and the media’s psychological reaction. The results show that: from the perspective of audience’s access to media, traditional media and new media have their own advantages and complement each other in crisis communication; from the audience’s psychological reaction to the media, psychological characteristics such as audience’s needs, emotions, cognition and evaluation and Media influence is closely related.