相对常数理论的困境和发展趋向

The Dilemma and Development Trend of Principle of Relative Constancy

相对常数理论认为媒介消费与宏观经济之间存在着相对固定的比例关系,但实证研究并未能证实这一理论。文章认为未来的研究应从相对常数向媒介消费行为方向发展,运用微观经济学中的需求理论和消费者行为理论考察受众的媒介消费行为。

The Principle of Relative Constancy holds that there is a relatively fixed proportion between the media consumption and the macro economy, but the empirical research has not confirmed the theory. The future research should focus on the development from the Principle of Relative Constancy to the media consumption behavior, use micro economics and consumer behavior theory to examine the audience's media consumption behavior.