当前我国大众传媒对受众认识的误区及相应的建议

随着媒介竞争日趋加剧,我国大众传媒对受众认识陷入多个误区:一是对受众层次多样性的认识单一化,低估受众,导致新闻媒介定位低俗;二是缺乏对单个受众个体需求多样性的认识,只求娱乐功能的满足;三是一味消极、被动迎合受众需要而缺乏积极、主动引导。对此,我们必须采取相应的解决办法,使传媒获得最佳的社会效益和经济效益。

Mass Media's Misunderstandings and Relevant Advices on Audience in Current China

With the increasingly fierce competition between media, the mass media in China run into several error areas in understanding the audience: firstly, underestimating audiences who are actually multiple levels, which leads to the vulgar orientation of media; secondly, lacking in understanding the multiple demands of audiences, while simply pursuing entertainment function; finally, catering for the requirements of audiences blindly, negatively and passively instead of indicating them actively. Therefore, we should take measures accordingly to solve these problems, so that our media can achieve the best social and economic benefits.