大众传播反馈机制的现代转换

大众传播的显著特点之一是单向性强,反馈机制弱。这种特点使受众不能及时表达意见,也使传播者无法随之调整自己的传播行为,影响了传播效果的发挥。但随着现代科技的不断发展和传播者自身的积极实践,大众传播的反馈机制已经得到很大改善,正在完成从传统向现代的转换。传媒机构积极应对这种转换,为其提供相应的物质、组织保障,必将优化传受双方的关系,极大提升传播效果。

Modern Transition of Public Communication Feedback Mechanism

One of the obvious characteristics of public communication is strong unidirectivity and weak feedback mechanism.This peculiarity makes accepters not timely express their ideas,as well as spreaders not respondently adjust their own spreading behavior,and leads to affect the exertion of the spreading effect.But with modern technology continual development and active practice of spreaders themselves,the feedback mechanism of public communication has been greatly improved.It is completing the transition from traditional to modern.Media organizations actively respond to this transition,provide respondent material,organization guarantees.and will necessarily optimize relationship between the spreader and the accepter,and greatly boost the spreading effect.