做好传媒策划，扩大传播效果——上海科技馆发挥大众传媒作用之初探

科技馆理应成为公众喜欢的科普教育、休闲旅游的去处。本文从传播学角度分析科普的内涵与特点，并以上海科技馆为案例，总结了塑造新闻亮点、策划特色活动、与主流和新媒体强强合作、跨越科学人文界限、细分传播对象及注重传播互动等的做法，为科技馆如何更好地运用大众媒体，扩大科学传播效果做了探索。

Research on the Effects of the Mass Media on the Promotion of the National Fitness Campaign

This article is based on the functions and characteristics of mass media. It explores the related role of the mass media on the implementation of the national fitness program Combined with a specific case by the literature material law, expert interview law.On this basis, it puts forward the constructive path, so as to better promote the development of national fitness campaign.

Research on the Contextual and Functional Differences Between New and Old Journalism

Mass Communication media were widespread in 19th and 20th centuries. Those technologies created by humans have had a big impact on both daily and business lives. Newspapers, Radio, TV and Cinema are obvious examples of this impact. Dinting the last two decades of 20th century, spread of personal computers transformed the way people live0 work and think. Some people evaluated the situation as revolution and others as threat to humans. Intemet, in this respect, is considered as mass media. People connect the Internet without time and space limitations. However, communication on the Internet is not mass commtmication because it requires every individual or organization to have a unique Intemet Protocol address （IP） to commtmicate. Because of its peer to peer communication nature just as in the telephone communication, this feature distinguishes Intemet from other commtmication media. On the other hand, it resembles mass communication media because of its mobility, spread and functionality both for sender and receiver. In many sectors, including communication and information technology sectors, mobility, spread and functionality features lead the way to increase interactivity between parties in communication. Businesses benefited the ＂interactivity tool＂ for many purposes： to increase market share for a product or service, to increase customer satisfaction, or to increase amount of information about their customers, competitors or suppliers in order to make strategic decisions. For journalism and generally, for mass media, interactivity is an important aspect of the business. Media corporations must know the needs of their audience before they express and take precautionary steps to satisfy them. This forces the mass media sector to increase interactivity in customer communication. In this paper, we researched the intemctivity effect in journalism that we see especially in internet journalism applications. The research aims to cover opinions of newspapers, advertisers and audience on interactivity and future of mass media communication. For this purpose, fmdings of a survey have been evaluated.

Priority Directions of National Policy of Regulation of Mutual Relations Between Youth and Mass Media： The Theoretical and Empirical Researches

The study was concerned with the problem of the Russian youth, with a special emphasis on the history of the theoretical and empirical researches devoted to the youth issues. The research delineates the term thesaurus and its connection with the formation of youth＇s outlook. The central focus of the research is social and cultural value orientations of the young Russian. The study presents a detailed analysis of impact that mass media plays in socialization of youth, its generations, its influence on public opinion formation and priority directions of national policy of regulation of mutual relations between youth and mass media. It attempts to examine the presence of mass media in youth＇s everyday life. The research provides a detailed analysis of contemporary state of the youth＇s trust to the mass media and degree of dependence on it. The study also presents a detailed analysis of the traces of mass media＇s influence on young Russians. The completed research is fundamental for the sociological and the philosophical generalisations that underline comparative research on the youth problems in Russia, its social and cultural value orientations and the influence on public opinion formation and priority directions of national policy of regulation of mutual relations between youth and mass media.

A Cumulative Proportional Odds Model to Analyze the Influence of Mass Media on Teenagers in Messina

The media are constantly evolving at a breakneck pace and mainly young people, with their flexibility of mind and their continuous curiosity, can better understand the characteristics and potential of such advances. The aim of this paper is to analyze the relationship between teenagers and media, in order to try to better understand the habits and to conduct analysis on social interactions with young people. In order to evaluate the influence of mass media in the life of the young people, the Statisticians of Messina University decided to perform a statistical survey to evaluate the influence of the media in the life of Messina＇s teenagers. A questionnaire entitled ＂Perceptions of the influence exerted by mass media＂ was administered in some schools. From the methodological point of view, three statistical models were estimated in order to formalize the dependence of the mass media influence by the kind of TV programs, the time spent on TV viewing and computer use and the kind of most used social networks. Since the mass media influence is an ordinal variable expressed by four ordered categories （1 = nothing; 2 = low; 3 = average; 4 = high） we used the Cumulative Proportional Odds Model to formalize the dependence by the potential predictors.

Profit in Mass Media Industries： A Phenomenology of Contradiction Between Public Interest and Profit Orientation

In this paper, the resaerchers analyze phenomenology of competitiveness in media communication market which is being observed as a theoretical, cultural, communicative, and social process of relationship of mass media industries and profit-oriented economy. The impact of globalization, government regulation, and technology has put attention to the importance of media not only as information and entertainment resources but also as economic units. The objective of economic units is to maximize profit; production costs must be lower than income from sales. Also, media must cover their costs and create returns to be able to develop respectively invest in new sources like employees, technology, marketing, etc.. In the article we will focus on economic problems which are specific for mass media, media industry, and media market. We define factors that significantly influence the reasoning behind profit orientation of institutions in public interest.