受众的“接受”——关于新闻传播中接受问题的思考

Audience's Acceptance——Comment on the Audience's Acceptance in the Process of Journalistic Communication

新闻传播的目的是让受众接受传播者所传播的新闻信息。(新闻传播是以传播效果为中心的,而受众的接受又是传播效果得以实现的集中体现。)本文从受众接受的重要性入手,指出:在新闻传播的过程中,受众不单纯只是一个被动的接收器,也不是信息的主动的制造者,而是一个能够自由地面对信息的制约者与反馈者。因此,作为传播者的新闻工作者既不是受众思维的完全的控制者,也不是完全顺从于受众的谄媚者,而应该是一个能够控制信息的舆论引导者。由此我们得出,新闻传播应遵循的基本原则:立足受众,为受而传,以报道真实新闻事实为基本前提,以关注受众的需要和利益为基础,引导受众从单纯的对利益的关心和追求升华到理性认知的层面,从而实现健康、有效的传播效果。

Journalistic communication pursues the goal of letting the audience accept the information given by the communicator. (Journalistic communication focuses on the media effect, which is measured by the audience's acceptance.) Based on the importance of the audience's acceptance, the author observes that in the process of journalistic communication, the audience is not composed merely of passive receivers, nor active information-creators, but persons who can control and feed back the information freely. Therefore, as a communicator, the journalist should not completely control the audience's thought, nor wholly submit to the audience to flatter them. He should be a conductor of public opinion who can control the information. Thus, we can conclude, the basic principles of journalistic communication are to achieve a good media effect, to make it a precondition to report the truth and to meet and care for the audience's needs and interests. We should also try to lead the audience from caring for and pursuing mere interests into absorbing rational knowledge. Only in this way can we achieve a healthy and effective media effect.