北京和浙江新闻界两次民意测验,有理有据地指点了一条提高新闻传播效益的途径。这就是说,必须重视反馈。反馈是传播学中的一个重要概念。我们中国新闻界习惯于“反应”一词,比如说,一条新闻发表以后,“反应热烈”或者“反应冷淡”。仔细想想,反应和反馈,不完全是一回事。据《辞海》,反应是“泛指有机体对刺激的回答”。至于有机体是不是反过来对刺激的来源发生作用,却不一定。读者读了一条新闻,对它所报道的信息和所反映的观点或赞成,或反对,或无动于衷,都是反应,但对新闻本身并不施加影响。至于编辑部根据读者的反应来改进自己的工作,那是另一个范畴的问题。如下表: Two public opinion polls conducted by the press in Beijing and in Zhejiang have given them a well-defined avenue to improve the efficiency of news media. This means that emphasis must be placed on feedback. Feedback is an important concept in communication science. We, the Chinese press, have become accustomed to the term “reaction,” for example, after a news release, it has “reacted enthusiastically” or “reacted coldly.” Think carefully, reaction and feedback, is not exactly the same thing. According to “Ci Hai”, the response is “generally refers to the organism to stimulate the answer.” The organism does not, in turn, have an effect on the source of the stimulus, but not necessarily. Readers read a piece of news, which responded to the information it reported, the opinions it expressed, its approval or its objection, or its indifference, but did not influence the news itself. As for the editorial department to improve their work based on the reaction of the readers, that is another category of problems. The following table: