平民视角下的大众传播受众分析

Audience Analysis on Mass Communication under the Perspective of Civilian

平民受众作为大众传播受众的重要部分,具有其自身认知特点和受众心理。平民受众的认知结构、认识经验、受众心理等共同导致了大众传播对其传递信息的效果。从平民视角看,信息接受是受众对大众传播效果的初体验,信息理解是大众传播过程中受众进行信息判断并将其纳入自身认知结构中进行内化的过程。受众对于信息的反馈形成了大众传播过程中的传受互动,逆反是最为突出的互动表现。通过接受、理解和互动,平民受众完成了其在大众传播过程中的完整受众过程,进而将群体性的意志和追求汇聚为群体文化价值观,推动社会文化发展进程。

As a part of the mass communication audience ,civilian audiences has its own characteristics .The cognitive structure and cognitive experiences of civilian audiences ,and the civilian audiences＇psychology lead to the effect of convey information on mass communication .From the perspective of civilian audiences , the acception of information is the first experience of civilian audience about mass communication effect .After the judgement of civilian audience during mass communication , the understanding of information is the process that take the information into the cognitive structure and make it into internalization .The feedback of audience about information make the interaction on mass communication between transmitter and audience .And the rebelliousness is the most notable interactive performance .By acception,understanding and interaction,civilian as the audience completed its whole process on mass communication.Then the will and pursuit of group could gather together into a community cultural values ,and promote the development process of society and culture .