走进群体:消费时代大众媒介的心理策略

作为群体的受众,具有丰富多变的情感、崇尚个性、追求自由的意志、轻信盲从的从众心理.大众传媒殚精竭虑,主动理解受众心理,逐步形成了以个性为表以大众化为里的传播模式.一般来说,大众媒体对群体心理采取迎合策略,这也必然对群体心理产生广泛而深刻的影响:传媒既为受众群体提供了一个参照的生活空间,又为受众群体提供了一个"言语场".

Coming into the Crowd: the Mass Media's Psychological Tactics in the Society of Consumption

As a crowd,the audience have abundant changeable emotion,advocate individual character,pursue the will of freedom,and have the mind of conformity easily.The mass media try hard to understand audience's mind,have formed the model with individual character as surface but popularization in fact.Generally speaking,mass media abopt tactics adapt to the crowd's mind,which must have an extensive and deep impact on the crowd's mind.The media hasve not only offered the living space for reference but also offered a "speech fleld" for the audience.