【作者】 王耀民；

【导师】 田中阳；

【作者基本信息】 湖南师范大学 ， 新闻学， 2006， 硕士

【摘要】 受众是大众传播学中的一个重要概念。在当代一个不短的时期内,我国的新闻媒介成为阶级斗争和宣传教化的工具,受众处于从属地位。进入新时期以后,随着时代的变迁和媒介的发展,受众在新闻传播活动中的地位和作用日益显著和明晰。从漠视受众,任由媒介摆布和控制,到承认受众的主观能动性,再到尊奉受众为“上帝”,大众传媒传播观念出现了由“传播者本位”到“受众本位”的根本转变。同时,面对市场经济商业化大潮、消费主义的冲击,庸俗文化的泛滥,媒介竞争的加剧,我国大众传媒传播观念在以传者本位向受者本位转变过程中也出现了一些偏颇。 本文主要是通过媒介发展的脉络及一些重要历史事件来厘清大众传媒受众观念在新时期的嬗变过程。全文共分五个部分展开论述: 论文第一部分是引言。介绍了国内外关于受众及受众主体地位研究的概况,学者们对该研究的论述情况,以及笔者的探讨目的。 第二部分以史实描述的手法将新时期我国新闻媒介受众观念的转变过程划分为两个阶段,即传者本位阶段与受者本位阶段。并分别阐释了这两个历史阶段媒介受众观念的具体表现及特征。 第三部分则分析了造成我国传媒传播观念嬗变的各种因素。总的来说,传媒观念的转变是与我国的现代化进程相一致的。 第四部分探讨了市场经济条件下传媒受众观念转化过程中尚存在的问题,并提出了防止大众传媒陷入受众认识误区的几条建议。 在论文的最后一章,笔者提出了协调传受关系,弥合传受主体差异,加强二者积极持续互动的新型传媒理念——以人为本。更多还原

【Abstract】 Audience is an important concept in mass media. In a quite few years of the contemporary era, the news media had been the tool of the agitprop and class struggle. Audience was always in the subordinate position. With the change of time and the development of media, the status and effect of audience becomes more and more important in the activities of medium communication since the new period. After experiencing the transformation from the disregarding object at mercy of the media to the subjectivity been admitted and to be regarded as God, the concept of mass media communication has a great change which is from the trend of transmitter-oriented to the trend of receiver-oriented. At the same time, with the establishment of market economy system and the enhancement of news industry competition, the concept of mass media communication appears some deviations during the transformation mentioned above.This paper will try to find and show the change process of mass media concept in the new period from the evolution course of media and some important history affairs. The paper includes five parts:The first part is preface, which introduces the current survey for the audience and the audience’s position research of home and abroad, the scholars’ discourse about them and the purpose of this thesis.Part II divides the transformation of audience concept of new period into two phases by means of describing the history affairs, namely transmitter-oriented phase and receiver-oriented phase. Meanwhile it interprets the representation and characters of the two phases respectively.Part III analyzes the reasons which lead to the changes of audience view in mass media. Altogether, the transformation of mass media concept is in accord with the modernization course of our country.Part IV discusses the existent problems under the market economysystem, and presents several suggestions in order to prevent mass media concept from going astray.Lastly the author brings forward a new development view of mass media namely human-based, which aims to harmonize the relationship between media and audience, to close up the distance of the two main bodies, to strengthen the sustaining intercourse of them.更多还原