春晚受众心理与传播效果：江西个案

随着市场经济发展和传播媒介不断变革，受众对春晚的心理认同已发生变化。对江西省安福县老百姓的问卷调查发现：受众心理中文化认同情结和集体无意识纠结在一起；小品等语言类节目受到广泛欢迎：春晚的问题主要在于偏地域性和节目模式化等；受众心目中理想春晚的节目应该做到贴近生活；春晚的魅力和创新在于贯彻落实“三贴近”；春晚传播应该进一步契合顺应新的传播环境。

The Psychology of the Audience and Disseminating Effect of the Spring Festival Evening Party:Case of Jiangxi

As the reform of market economic development and the media,the psychological recognition of the audience to the Spring Festival Evening Party has changed.The survey on the common people in Anfu County,Jiangxi Province shows that:the psychological recognition of the audience has mixed with the collective unconsciousness;the comic sketch and other language programs have been widely welcomed;the main problems are regional bias and program modeling;the ideal programs should be close to life;the charm and innovation of the Spring Festival Evening Party are in implementing the"Three Approaches";the dissemination of the Spring Festival Evening Party should adapt to the new changed disseminating environment.