马诺：网络传播效应.docVIP

摘 要 网 络 传 播 效 应 ———网络传播对受众人格心理的影响 马诺，李芳 （沈阳体育学院人文科学系，辽宁 沈阳 110102） 科学技术的发展进步给人类的政治、经济、文化带来了深刻的变革。同样在大众传播媒介领域，做为继报纸、广播、电视之后“第四种传播媒介”的网络也随着科技的发展趁势而来，成为21世纪人们获取信息和交流信息的重要渠道。网络传播作为一种全新的现代化传播方式，有着与传统媒体截然不同的新特征。但随着网络发展和人们对网络的进一步依赖 ，使人类日益依赖于一个远离人类心灵的、中介化、形式化和数字化标准，真正的网络不再是一个纯粹的物理学概念，它改变了人们的心理状态，对传统的社会规则、价值标准和行为规范产生了巨大的影响并造成强烈的冲击，它逐渐演化成一个心理概念。本文从网络传播的特征及受众人格心理构建等方面，以文献资料法和逻辑分析为主要研究方法，分别对中国期刊网、传播研究网关于网络传播学以及受众心理分析的论文进行了阅读，分类、整理，提炼出一些建设性的观点，同时在此基础上形成自己的理论体系和观点。阐述网络传播对受众人格心理构建的影响，力求为网络传播特征相匹配的受众心理重构起到积极的作用。 关键词：网络传播；受众；人格心理 Abstract: The Effect of Network Communication ——The Influence of Audiences Personality Psychology by Network Communication Ma Nuo Li Fang (Shenyang Sport University Sports humanities sociology Department, LiaoNing ShenYang, 110102) The development and progress of Science and technology has brought the profound transformation in humanitys politics, the economy, and the culture. Similarly in the mass media domain, after the newspaper, the broadcast, the television “the fourth kind of medium” the network also makes use along with the coming of technical development, to become the important channel for people to gain and the exchange information in 21st century. The network communication takes one brand-new modernization propagation mode, has entirely different new characteristic compared with the traditional media. But along with the network development and the people to the network further dependence, which causes the humanity to rely on day by day is far away from the human mind, intermediary, the formalization and the digitized standard, the true network no longer is a pure physics concept, it changed peoples psychology, to the traditional social rule, the standard of value and the behavior standards has had the huge influence and has the intense impact, it evolves a psychological concept gradually. This article from the aspects of network communications characteristic and personality psychology construction, take the literature material law a