对教育报刊缺失受众反馈现象的思考.pdfVIP

对教育报刊缺失受众反馈现象的思考 摘要 随着大众传媒的迅速发展，受众不再是单纯的信息接受者了，他们已成为新 闻媒介的积极参与者。受众与传者构成了社会传播过程的两极，传者在传播过程 中，主要是根据受众的需要来确定传播目的、步骤以及传播内容和方法的，并据 此作为评价传播得失的标准，这便是传播学意义上的受众反馈。 反馈是信息科学中的一个重要概念，作为传播过程的组成要素，其可以帮助 传者修正当前和未来的传播行为，具有积极意义。 长期以来，教育报刊作为一种以“服务教育、服务青少年健康成长”为主要 使命的专业性传媒，以自身独特的优势将各类教育资讯传递给受众。但同时，由 于习惯了有红头文件的保驾护航，教育报刊在传播过程中出现了只关心信息的单 项传递，不注重传播效果评价和受众反馈的现象，从而制约了自身的进一步发展。 本论文将通过内容分析法、问卷调查法、实证调查法、案例分析法等，系统 分析受众反馈的意义，教育报刊的功能、现状以及受众特点，进而对教育报刊缺 失受众反馈的原因进行分析，并对建立和完善教育报刊受众反馈机制给出了建 议。 关键词：受众 反馈 教育报刊 4 对教育报刊缺失受众反馈现象的思考 abstract With the development of mass media, audience are no longer just information receivers, but have become active participants in media. Audience and disseminators are the two ends of dissemination. During this process, disseminators decide their aims, procedures, contents and methods of dissemination in the light of the demand of audience, and evaluate their work accordingly, which is the audience feedback in mass media. Feedback is an important concept in information science. As an element in dissemination, it can help the disseminator adjust his current and future dissemination actions, which is of great significance. Aiming to “serving education and benefiting adolescents’ healthy growth”, education newspapers and periodicals have been long since passing various education information to audience with its distinct advantages. However, having been used to the protection of “read title documents”, education newspapers and periodicals only concern the dissemination of information while neglecting effectiveness evaluation and audience feedback. This phenomenon hinders their further development. This thesis will analyze the importance of audience feedback, the function and current situa