自媒体视阈下的受众意识研究

Research on Audience Awareness from the Perspective of We-Media

在以受众为中心的自媒体时代,信息的呈现更加多样化,受众对信息的选择也更自由。传播模式的转变既增强了受众对媒体的依赖程度,更改变了受众信息接受的行为习惯。个体意识和群体意识是自媒体环境中影响受众信息选择的重要因素,而个体意识既有感官意识的影响,又有心理意识的反映。因此,在信息传播的过程中传播者应对受众意识进行积极引导,真正实现信息传播的目的和效果。

In the media-centered era,the presentation of information is more diverse and the audience′s choice of information is freer.The change of communication mode not only enhances the audience′s dependence on the media,but also changes the behavior of the audience′s information acceptance.Individual consciousness and group consciousness are important factors that affect the audience′s information selection in the media environment,and individual consciousness has both the influence of sensory consciousness and the reflection of psychological consciousness.Therefore,in the process of information dissemination,the communicator should actively guide the audience consciousness and truly realize the purpose and effect of information dissemination.