图像传播语境下的媒体受众观与受众读图心理研究

Media Audience's View and the Psychological Study of the Audience in Image processing Under the Image Communication Context

现代媒体已经进入了图像传播时代,科学地认识受众、研究受众因而显得十分必要。新闻媒体的图像传播受众观,经历了从魔弹论、有限效果论再到使用与满足理论的沿革。现代受众的读图心理,可以分为求新、眼见为实、多元化、追求审美、负效应及易受媒介影响六种,图像传播主体要针对受众的诸种心理,采取相应的传播方法。同时也要注意加强对受众的引导,从而使媒体在图像传播这一宏观语境下更好地改进图像传播及新闻摄影报道。

Photo viewing spreads through the research history of the news media audience, which focuses on image processing and psychological analysis of the contemporary audience, and takes it as the basis for image transmission media to improve the macroeconomic context of photographic images and news reports. This paper recommends that a careful study of the audience＇s psychology involved in image processing should be made so as to better guide their viewing conduct and achieve the intended media effect.