试论确立受众中心的两个层面

由传者中心向受众中心转移，是目前为止西方大众传播事业发展的基本趋势。８０年代以来，我国大众传播事业亦出现一定程度上的受众中心之萌芽，然迄今为止，真正的受众中心远未确立。本文试图从大众传播社会控制系统层面和大众传播媒介个体运作系统层面，即宏观层面和微观层面，探讨我国大众传播确立受众中心的环节和途径

On the two Aspects of Establishing Audience Center

The transformation of Communicant Center to Audience Center is a basic trend of development of the mass communication in the West up to now. Since the beginning of 1980s, the seeds of Audience Center have appeared to some extent in mass communication in China; however, a complete Audience Center has not been found so far. This paper has explored the links and ways of establishing Audience Center in mass communication of China from the aspect of social control system of the mass communication and the aspect of individual operation system of the mass communication medium ,i.e. macro and micro aspect.