受众中心论与中国新闻改革的走向

自 1 992年“社会主义市场经济”的目标模式提出之后 ,中国新闻媒介的受众观念不断增强。有人认为从“以传者为中心”向“以受众为中心”的转变是中国新闻改革的方向。笔者则认为 ,从大众传播的技术特征和传播的社会控制考虑 ,受众中心论只能是一个乌托邦 :无论是传统的“宣传型”观念还是新兴的“市场型”观念 ,都不是以受众为中心 ;即使是第四媒体———计算机网络 ,也不可能带来“受众中心”。中国新闻改革的走向 ,不是“以受众为中心” ,而是一个“去中心化”的过程。媒介既要满足受众的需要 ,又要积极引导受众 ,促进社会的稳定和发展

Audience-centered Communication and Chinese Journalism Reform

Since 1992, especially after the socialist market economy system was set up as a target model, Chinese news media has paid more and more attention to audience. Thus, some scholars argue that Chinese media is evolving from a communicator centered model to an audience centered one. However, considering the technical features and social controls of mass communication, this paper emphasizes that neither the traditional propaganda concept nor the new market concept can bring about any audience centered communication. Even the fourth media, Internet, can not,either. It is only a communicative utopia for Chinese media to create so called "audience centered communication". Instead, Chinese jounalism reform is a de centering course. On one hand, media should meet the needs of audience.On the other hand,media must guide audience actively in order to keep the steadiness and development of the society.