受众需要是传媒影响力发展的动力源

影响力是传媒发展的最终决定力量,这是传媒实践的一个最基本的结论。作为影响力首要因素的受众,其自然属性和社会属性同时兼备,自然需要和社会需要须臾不可缺,那么,受众需要与传媒影响力的发展势必存在一种内在的必然联系。探索和揭示二者之间的关系,把受众需要视作唯物辩证地理解传媒影响力发展过程和发展机制的一个不可忽视的因素,不仅可以把传媒影响力发展的规律性和受众的自觉的能动活动密切地结合起来,以揭示受众主体在传媒发展过程中的能动作用,还可把握和树立满足受众需要是传媒各种行为的内在动因,促进受众需要的满足与传媒影响力发展之间的良性循环。

Audience's Demand Is the Motive Source of the Media Impact

As the most basic conclusion, impact is the final decisive power when the media develop. Audience, as the initial factor, possesses natural quality and social quality at the same time. So, there is an inevitable contact between audience's demand and media impact. Seeing audience's demand as an unconditional factor in media impact developing process and developing mechanism, we can not only combine the regulation of the media impact development with the audience's self-conscious activity closely to open out audience's initiative effect in media developing process, but also promote the well-ordered circulation between audience's demand and media impact.