摘要
网络传播由于交互性、广容性、实时性、全球化、易检性、多信道性等特性,及其对人际传播、群体传播、组织传播、大众传播等多种传播模式的广泛覆盖和传播形式的丰富,一定程度上拓展了受众对媒体的心理期许,使受众认知结构产生了微妙的变化。为达到与受众认知结构的同构,满足受众在网络传播背景下更为丰富、更具挑战性的心理期许,网络传播的编辑人员必须着手3方面工作,即盘活网络资源、畅通信息供求渠道;构筑虚拟社区、形成受众情感依赖;提升传播质量、巩固受众信息依赖。上述各点是网络传播为保证受众接受的稳定心理倾向的必然选择。
Online - communication has its own character, and people who enjoy the online infonnation have their own cognitive structure. How to construct the fitted online communication? Based on the research of the first two points, the thesis suggests that we should perform our onh'ne edition' s function as follows: 1) . take great advantage of all the online resources so as to provide the information for all the people who need them;2) .construct a virtual community to arise people's enthusiasm;3) .improve the quality of communication so as to consolidate people s reliance our information.
出处
《湘潭工学院学报（社会科学版）》
2002年第2期63-66,共4页
Social Science Journal of Xiangtan Polytechnic University
