传播受众心理浅析

A Tentative Study of the Receptor's Psychology

受众心理直接关系到传播的效果。要取得良好的传播效果,就必须认真剖析受众认知心理、需求心理,并有针对性地采取传播策略,避免产生逆反效应。

The psychology of the receptor plays an important role in the transmitting process and has a bearing on theeffect of that process. If the media wants to achieve good effects and results, it should conscientiously analyze the cognitiveand demanding psychology of the receptor. In order not to produce counter reactions, the media should, furthermore, cor-respondingly employ some transmitting strategies.