"双赢"期待下的受众主体意识重构

大众传播媒介 2 0多年来市场化改革最直接、最显著的结果就是受众观发生了质的变化 ,受众已经成为多重视角观照下的“复合型”角色。该角色既承载了受众的主体意识 ,同时又是市场经济条件下资本意志的体现。为了实现其自身与资本意志的“双赢” ,受众至少应当具备诸如“质疑信源权威”、“崇尚法律”等六方面的主体意识 ,从而适应大众传播活动的市场化变革。

The Reforming of the Qualities of Audiences in the Hope of Win-win

The most direct and dramatic results of market inclinated reform in mass media in the last twenty odd years are the qualitative variation of the conception of audiences, who have become a "compound pattern" role in a multi perspective.Not only does this role bears the subject consciousness of the audiences,but also is the embodiment of capital will under market economy conditions. In order to realize the "win win" effect between the capital will and themselves ,the audiences ought to posses subject consciousness of at least six aspects such as "Doubt the authorativity of information sources", "Worship law"etc. so that they would adapt to the market inclinated reform of mass media activities.