受众认知偏差对传播效果的影响

The Influences on Propagation Effect Resulted from the Audiences' Cognitive Deviation

受众认知偏差是影响传播效果的重要因素之一。文章着重分析角色虚拟、心理期待导致的受众认知偏差对传播效果的影响。传播者应从加强自身的社会责任意识、把握好传播内容的“度”、对信息做背景性的解释三个方面,减少受众的认知偏差。

The audiences＇ cognitive deviation will exert a great influence on the result of propagating.This paper analyses emphatically that propagators＇ faults cause the audiences＇ cognition difference. There are two major points： one is the role fictitious, the other is the psychological expectation. The propagators should reduce the audiences＇cognltive deviation by strengthening their own social responsibility consciousness, get- ting hold of the ＂degree＂ and making background explanation to information.