网络时代媒体影响力:媒体效果研究视角

Media Influence in the Internet Age from the Perspective of Media Effects Studies

媒体影响力指的是大众媒介通过信息传播带来的社会、文化与心理影响。媒体影响力体现为媒体发布的新闻使受众有所触动、感染,产生共鸣,并由此产生思想、观念与行为变化的能力。网络时代让一个社会有成千上万个可以自由发声的信息传播渠道,当重大突发公共卫生事件要求有资质、有权威的媒体成为社会信息主导之时,深入阐释、恰当评估和有效提升网络时代媒体影响力就成为新闻传播学界和业界面临的一项十分紧迫的任务。本文从媒体效果研究视角解析对媒体影响力有重要决定作用的社会、媒体与受众因素;考察网络时代作为媒体影响力本源的信息传播要素、媒体影响力特性;并阐释传播效果理论和媒体效果研究对于深刻理解、有效提升网络时代媒体影响力的重要作用与意义。

Media influence refers to social,cultural and psychological impact brought by messages from the mass media,and is reflected through the changes of perception,attitude and behavior of audience as a result of the exposure to media messages,which generates affection,appeal and resonance of audience.From the perspective of media effects studies,this article discusses media ecology,the features of media and audience as the foundation of media influence,the elements of media communication as the origin of media effects,and the features of media influence as a result of media access.It also delineates the importance of media effect theory and the findings of media effect research in understanding,testing and generating scientific knowledge of media influence in the Internet age.