再论大众传媒时代的传媒消费取向

Rethinking on Media Consumer Tendency inMass Communication Period

作为一种社会化的消费,大众传媒的本质决定其大众化的基本取向。分众相对大众而言,应该是一个具有一定规模数量的群体,而不是无度的过于细分,大众媒介的分众化同样应以大众化的取向为基本前提,或者说,分众化只是大众传媒实现大众化的一种重要策略和途径。专业化是建立在类型基础之上的与分众化相联系的一个概念。我国报业市场受众的选择性消费仍以综合类报纸为主,对栏目专业化的支持也相对较低。电视媒介的传播形态决定了它频道专业化的发展之路,然而错位的盈利模式造成了目前我国专业化频道不专业的现象。广告的诱惑使专业频道由分众向大众游移。

As a kind of socialized consumption form, mass media are fundamentally popularization-oriented. Compared with mass population, the disseminated group is a group which should have certain scale with certain number of people,not an excessively disseminated group. Disseminalization of mass media should also be fundamentally popularization-oriented, i. e. disseminalization is only one of the important strategies and ways to help realize popularization. Specialization is a concept related to disseminalization based on category. Comprehensive newspaper is the main selective consumption in China's newspaper market so newspaper's colonization in China doesn't have basic environment. Channel specialization is an evitable way determined by TV's feature. However, the current profit-making model has caused non-specialization in China's channelized TV and the temptation of advertisement has made the specialized channel transformed from the disseminated group to the mass population.