新传播格局下受众理论的重思与重建

Reintroduce the Audience: Reflection on the Reconstruction of Audience Theory under New Communication Pattern

传统新闻传播学中的受众理论是新的传播环境下受到挑战冲击最为明显最为突出的理论之一。作为新闻传播学的核心理论之一,它深陷困境,对它进行创新性重构,引导其实现时代性转变符合历史变迁、社会进步、技术发展、理论演进的逻辑。对传统受众理论的重思重建,必须以正确认识受众身份特征和社会作用新变化为逻辑起点,这是建构新的受众理论的基础性工作。为了彰显新的受众理论的中国特色,为当下中国新闻传播实践提供理论支持,应当将接受心理和接受行为的把握、传受关系的重探、传播效果的规训等作为优先考虑的核心问题。如何培养受众也是不可忽视的研究面向。

Audience theory in the field of traditional journalism and communication is one of the most challenged theories in the new communication environment. As one of the core theories in journalism and communication, it is in a dilemma that calls for creative reconstruction to facilitate its transformation in line with the logic of historical change, social progress, technological development and theoretical evolution. Rethinking and reconstruction of traditional audience theory should be based on a logical starting point that emphasizes a correct understanding of audience in its identity characteristics and changes in social roles, which is the basic work of constructing a new audience theory. In order to highlight the Chinese characteristics of the new audience theory and provide theoretical support for the current practice of China’s journalism and communication, we should give priority to some core issues, such as the grasp of reception psychology and behavior,the re-exploration of the relationship between transmission and reception, and the discipline of communication effect. Audience cultivation is also a research direction that cannot be ignored.