“新闻受众”地位提高之原因

On the Cause of Improvement of News Audience's Status

从三个方面阐述了近年来"新闻受众"地位提高的原因:其一,"新闻产品"是一种特殊的商品,受众最终决定了"新闻产品"市场"价值"的实现;其二,在新媒体时代,受众对媒体的选择呈主动性,形成了"新闻消费自觉"的特殊心理;其三,关注受众心理选择,是新闻传播由"纯意识形态行为"转入"市场行为"的必然。

The paper expounds the reasons of improvement news audience's status from three aspects. First, news is a kind of particular product and it is the audience who decides the realization of the market value of the news product. Second, In the time of new media, the andience's active selection of media leads to a special statc of mind--conscious consumption of news. Third, to pay attention to the audience's mental selection is the result of news media's being transformed from pure ideological behavior to market behavior.