新疆主流媒体对外传播目标受众研究

A Study of External Communication Target Audience of Mainstream Media in Xinjiang

由于传播资源的有限性和受众之间存在的客观差异,有效传播往往是建立在对对象分析了解的基础上。按照程曼丽教授的"国际传播受众分类"理论,可对新疆主流媒体对外传播的受众进行不同层次的划分。在新疆主流媒体的传播实践中,应影响重点受众、次重点受众并在世界范围内产生影响力从而间接影响一般受众;影响顺意受众,关注中立受众,促使逆意受众的转变;固化行动受众的积极心理定势,促使知晓受众形成积极态度,正面影响潜在受众的态度及其行为。这样才能真正提升对外传播的效果。

Because of objective differences between limited communication resources and audience, effective dissemination is often based of an analysis of target audience. According to Professor Cheng Manli＇ s the International Audience Classification Theory, different levels of external communication audiences of mainstream media can be divided in Xinjiang. In the practice of mainstream media dissemination in Xinjiang, suggestions such as first affecting audiences of most importance, then of secondary importance, and then produce influence in the world and thus indirectly affect the general audience and other proposals are put forward to really enhance the effect of external communication.