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受众研究是上世纪80年代以来我国传播学研究中逐渐兴起的。尽管人们目前对受众本位的提法还有争论,但大多数理论和实际工作者最终还是认为,从功能的单一到功能的多样化;从传播者本位到受众本位;从宣传本位到新闻本位;从仅仅把新闻事业视为上层建筑意识形态到承认新闻事业的产业性并将市场机制引入传播领域,这是我国大众传播业发展的历史轨迹和趋势。电视业要想获得大的发展,就必须加强受众研究。
Audience research is the gradual rise of China’s communication studies since the 1980s. Although there are still controversies about the audience’s current formulation, most of the theoreticians and practitioners still think that from the sole function to the diversification of functions, from the communicator-based to the audience-based, from the propaganda-based to the news-oriented; From the mere thought of journalism as the superstructure ideology to the recognition of the industrialization of journalism and the introduction of market mechanism into the field of communication, this is the historical track and trend of the development of mass media in our country. If the television industry wants to achieve great development, it must strengthen its audience research.