“使用与满足”理论与互联网环境下的文献接受

The "Use-and-Satisfaction" Theory and Literature Reception in Network Environment

E·卡茨(Elihu Katz)提出的"使用与满足"理论是站在受众的立场上,通过分析受众对媒介的使用动机和获得需求满足,来考察大众传播给人类带来的心理和行为上的效用。文章综合有关研究,该理论认为受众通过对媒介的积极使用制约着媒介传播的过程,并指出使用媒介完全基于个人的需求和愿望。同传统的信息如何作用受众的思路不同,它强调受众的作用,突出受众的地位。文章认为,在互联网环境下的当代图书馆的知识服务具有大众传播媒介的重要特征,从而引入媒介传播的"使用与满足"理论,综合考察互联网环境下的社会阅读的文献接受情形,从读者地位反过来审视当代图书馆的管理和运作的文化价值。

The ＂Use - and Satisfaction＂ Theory put forward by Elihu Katz means that by taking the stand of the addressees and analyzing their motivation for using media and the satisfaction of their requirements, we can investigate the effects of mass media upon people＇ s psychology and behaviour. By encapsulating relevant researches, this theory maintains that the addressees restrain the process of media communication by means of active use of media and stresses that people＇ s use of media is entirely based on their personal requirements and aspirations. This theory emphasizes the functions of the audience and highlights their status. This paper argues that knowledge service by the library of the present era in the network environment share important features of mass media. Also, the paper makes a comprehensive investigation of the effects of the literature general readers have studied in the network environment. Moreover, by taking the readers＇ stand, the paper carefully examines the cultural value of the management and operation of contemporary libraries.