论受众身份与传媒策略调整的关系

On Relations Between Audience's Identity and Strategy of Media

受众调查反映的仅仅是受众的意见。即使我们对受众的代表性和议题的科学性确信无疑,也不能忽视“非受众”对传媒发展的影响。研究非受众不仅可以反观受众,还能促使非受众向受众转化。为了更科学地了解受众意见,除了“受众调查”这一渠道外,还应引入“受众身份考察”的渠道,从整个社会大环境的变化中,从政治层面、经济层面,文化层面、个体层面与群体层面,主体层面与客体层面这三个维度,来分析受众身份,了解受众意见,并从受众身份中折射出受众意见,作为传媒策略调整的重要依据。

Spot check of audience is unscientific because of absence of non-audience. Besides it, we should adopt analysis of audience＇s identity in order to grasp at view of audience well and truly. The analysis is based on the analyzing of the constitution of society and through political lay, economic lay, culture lay, the subject lay and the object lay, the collective lay and the individual lay. View of audience from the analysis is important frame of reference to adjust strategy of media.