泛媒体时代的受众生态环境-新闻学专业论文.docx

摘 要 泛媒体时代的到来，新旧媒体共存，传播手段多样，传受互动便捷，受众正 身处一个新的生态环境。媒介、受众、社会面对史无前例的大信息量、高时效性、 高度的互动性，在这个发展变化的过程中，社会、媒介、受众为了彼此适应，都 发生了探索性的变化。研究受众生态环境，也是在研究媒介生态系统，其理论成 果可归为媒介生态学理论的分支。按照已有的媒介生态学相关理论，受众生态环 境是由媒介与个人之间的互动构成的，它是媒介生态系统的重要组成部分。从受 众的视角研究媒介生态，从生态的视角研究受众，把参与传播活动的受众作为环 境研究，将受众生态环境界定为受众在参与传播活动以及自身生存发展所涉及到 的环境条件。受众生态环境呈现为以受众圈为中心的“圈状结构”，包括媒体圈、 受众圈、非受众圈和社会圈。在受众圈与其他圈子的互动特别是与媒体圈的互动 中，便营造了受众生态环境，当互动良性进行时，受众生态环境就会平衡为绿色， 当互动恶性进行时，受众生态环境就会遭污染失衡。中国社会已经进入了一个急 剧转型的重要阶段，随之出现了大量民众“心理震荡”现象，而许多大众传媒不 但没有加以正面引导反而加剧了不健康民众心理问题的形成。从媒介生态学的角 度分析，受众生态环境已经遭到污染。大众传媒应该自觉地进行反思并警醒，立 即采取行动，净化受众生态环境，使媒介生态平衡、健康地可持续发展。在泛媒 体时代，确立正确的受众生态环境观念为当今中国媒介迎接市场经济的考验，与 西方媒介巨人展开全方位的竞争，化解受众生态危机，正确而科学地管理媒介， 建立可持续发展的媒介生态，都具有重要的意义和作用。 关键词：受众；生态环境；泛媒体时代；互动 Abstract The arrival of the pan-media times,the old and new media coexistence, the communication method is diverse,the interaction of communicates and accepts is to beconvenient, the audience is placing a new ecological environment.The media,audience, community in the face of an unprecedented large amount of information,the high effectiveness, high interactive,in the process of the development and changes,social, media and the audience have all occurred the exploring change in order to adapt to each other.Research audience ecological environment,also is in the research medium ecosystem,its theory achievement may converge the branch of the medium ecology theory. According to the existing media ecology theory,the audience ecological environment is constituted by the interaction of media and individual,it is the important components of the media ecological system.From the audiences perspective research media ecology,from the ecological perspective research the audience,and study the the audience who participates in communication activities as environment,the audience ecological environment will be defined as the environment and condition for the audience to participate in communication activities and in their own survival and development.The audience ecological environment is prese