第十一章大众传播的受众分析4教学讲义.pptVIP

第十一章 大众传播的受众分析;受众的角色特征;;在报纸投递工人罢工的两周里，多数读者被迫寻找其他的新闻来源。 新闻是他们最怀念的内容。 读报是被社会接受的行为。 报纸是知天下事不可或缺的东西。 看报纸是逃避现实、放松自己、娱乐休闲和提高社会声望。 对公共事物有所了解可以增加与人交谈的内容。 想要从报上得到关于时尚、食谱、天气预报及其它有用信息作为日常生活的指导。 2.what do people do with media? ;Compared with classical effects studies,the uses and gratifications approach takes the media consumer rather than the media message as its starting point,and explores his communication behavior in terms of his direct experience with the media.It views the members of the audience as actively utilizing media contents,rather than being passively acted upon by the media.Thus,it does not assume a direct relationship between messages and effects,but postulates instead that members of the audience put messages to use,and that such usage act as intervening variables in the process of effect.;;使用与满足的定义;使用与满足理论的特征;使用与满足理论的局限性 ;使用与满足理论的最新发展;小结：;应用考察：; 选择性定律;看两个短片，说说同时看到以下两个，你会选择哪个？;;一、选择性接触;一种信息要想到达受众的认知领域，首先就得突破选择性接触这道防线。换句话说就是首先要设法引起受众的注意，使他对此发生兴趣。只有当信息被受众接收后，才谈得上被他理解，进而才有可能达到传播者所预期的效果。;二、选择性理解;;;三、选择性记忆;选择性定律的意义