选择性接触.docVIP

济南大学毕业论文 PAGE  -  PAGE 17 - 摘 要 受众不是传播活动的被动接受者，受众以自己的方式参与着传播活动，影响着传播活动的进行，影响着传播效果的实现。从子弹论把受众看作完全的无能为力的接受者，到适度效果理论认识到受众的参与性。本文对受众的选择性接触机制作以系统介绍，从选择性接触的理论来源、选择性接触的内涵、影响受众选择性接触的因素、媒介对选择性接触的应用以及选择性接触的局限以及发展方向展开。在大众传播信息急剧增加的今天，缺少的已不是信息，缺少的是注意力。媒介如何引导受众将更多的注意力投向那些闲置的信息，成为了一门热门的注意力经济学科。媒介要提升自身的竞争力，可以从受众选择机制的三个方面入手，加强传媒引导和疏通，使传播效果最大化。 关键词：选择性接触; 传播效果; 媒介引导 ABSTRACT In this paper Audiences are not passive recipients of communication activities, audience participation in their own way the dissemination activities, the dissemination of activities affecting the conduct of, affecting the realization of the spreading effect. From the bullet of the audience as the recipient of a complete inability to effect theoretical knowledge appropriate to audience participation. This selective access to machines on the audience making the system description, the source from the theory of selective exposure, selective access to the content of the factors that influence the audiences selective exposure, media exposure on the application of selective and selective contact with the theoretical challenges Expand. Rapid increase in the mass dissemination of information today is not lack of information, lack of the attention. How to guide the audience will be more media attention toward those idle information, become a popular focus of economic subjects. Media to enhance their competitiveness, the selection mechanism from the audience three aspects, strengthening the media guide and clear, to maximize the dissemination of results. Key words：Selective exposure; Communication effects; Media guide 目 录 摘要………………………………………………..…….….…………………………….. . = 1 \* ROMAN I ABSTRACT…………….……………………..……………………………...…...………. = 2 \* ROMAN II 一 前言……..….………………………….…..….………………………1 二 选择性接触理论………………………………………………………………………..2 (一) 选择性接触理论的产生与发展………………………………………………….2 (二) 选择性接触的内涵………………….……………...……………………………..2 (三) 影响受众选择性接触机制的因素……..……………….……………3 三、选择性接触心理的实践运用……………………………….…...………………….….5 (一) 注意的选择与传媒引导………………………………………