When did the movie audience start to be taken seriously?

In short, it refers to the recipients of information dissemination, including readers of newspapers and books, radio listeners, movie and television viewers, the rise of the fourth media network has made the audience more and more extensive. Since mass communication has become a science, who is

The center of the audience news dissemination activities, has been one of the focus of many scholars to study and discuss. Early communication scholars from the point of view of propaganda, has put forward the "bullet theory", "strong effect theory" and other theories, in essence, the audience as a passive receiver of information, it is clear that in these theories, the passer is at the center of the position. With the development of research, communication scholars have found that the audience is not a simple, passive receiver, nor is it homogeneous, different audiences will have different reactions to the same communication information, and the role of the audience in the communication process has begun to be emphasized. The characteristics of the audience really realized the transformation from transmitter-centrism to audience-centrism in the 1960s. Audience-centered researchers believe that the audience is the active agent of communication and the medium is the passive agent. The audience does not passively "receive" the message, but actively seeks the message for its own use. This is also known as audience-centered awareness. Schramm once explained that audience participation in communication is like eating in a cafeteria, and the role of the media in this communication environment is only to serve the audience and provide meals (information) that satisfy the audience as much as possible. As to what and how much the audience eats, and whether they eat or don't eat, it all lies in the audience's own will and preference, and the media can do nothing about it. In other words: "This theory assumes that the center is the audience. It asserts that the behavior of the recipients is largely determined by individual needs and interests, and that people use the medium to satisfy their personal needs and desires." In addition, the German scholar Elisabeth Newman put forward the "spiral of silence" audience model and theory, thus establishing the central position of the audience in the process of news dissemination in the world of journalism theory. In practice, the Western press has also experienced a shift from ignoring the audience to valuing the audience, and even once played the audience-centered theory to the extreme, such as the proliferation of yellow journalism. The western press has successively put forward the theories of industry self-regulation and social responsibility to restrict and eliminate all kinds of shortcomings in the process of news dissemination. Undoubtedly, the central position of the audience in news dissemination activities has been firmly established. The communication concept of Western news has influenced our journalism in every way.

[edit]Evolution of the concept

In the 1990s, after the gradual establishment of the market economic system, audience-centeredness was formally put forward by the journalism theory, and caused controversy, however, audience-centeredness is still recognized by most scholars and guided by each other with the mass media in the market. In 1982, the Journalism Research Institute of the Chinese Academy of Social Sciences and the Survey Group of the Capital Press Society*** initiated the survey of readers, viewers and listeners in Beijing, which was the first large-scale audience survey conducted in China. The survey is large-scale, standardized statistics, strong authority, the results of the survey was published at home and abroad caused great repercussions, so that the audience concepts, theories can be established and strengthened, audience research organizations have come out. More importantly, the concept of "audience" has since been accepted by the majority of news media practitioners, and the concepts related to audience are advertising market, circulation size, high or low ratings, and potential readers' market, etc. The establishment of the Institute of Public Opinion at Renmin University of China in 1986 marked the beginning of a specialization in audience research in China. For more than 20 years, many newspapers, radio stations and TV stations have carried out audience surveys of different scales, and after 1995, there were more and more survey companies in the society, and there was a breakthrough in the depth and breadth of audience surveys. According to the feedback from the audience, the media constantly seek new ways and means of reporting to meet the needs of the audience at various levels. With the establishment of the socialist market economic system, the media competition has intensified, how to make the audience market this piece of cake has become a topic of concern for everyone **** the same. Audience-centeredness has penetrated into every media from the national to the regional level.

[edit]Reasons for the evolution of the concept of audience

1, follow the basic laws of news dissemination

① from the composition of the news dissemination factors. The transmitter and the recipient are two important factors in the dissemination of news, the audience through the news media to obtain information, so as to recognize the world, adapt to the world. The news media, because it can meet the needs of the audience to obtain information, because it can be beneficial to society and the public, because it can be trusted by the audience, support and get life and source, to survive and develop. Transmission and acceptance of this flow of the whole, should be said to be the basis and premise of the completion of news dissemination.

Audience news dissemination is a form of interpersonal communication through the news media in the whole social life, and it is an extremely important channel of interpersonal communication, for this reason, the news dissemination should also follow the general law of interpersonal communication, attach great importance to the relationship between the communicator and the audience in the field of communication, and study the relationship between the news report and the audience, and then improve the news report to attract and strive for the audience. ② From the point of view of the circulation process of news dissemination. News dissemination is a two-way flow of information. The completion of a communication process, when the news from the source of information through the disseminator to reach the recipient of the pass as a sign; pass and do not pass is ineffective communication. 1948, the American communication scholar Hadlu Laswell put forward the famous five W communication model, in which the first W is Who, refers to the disseminator and the "gatekeeper" in the dissemination of activities, the disseminator and the audience, the dissemination of the news. In the activity of communication, the communicator and the "gatekeeper" in the process of selecting, filtering and amplifying the content of communication certainly play a leading role, but the "transmission" to be effective, to be able to "pass", must also be successfully passed through the next three Ws. Must be successfully passed behind the three W, Whichchannel, Whom, What, Whateffect, that is, channel, audience and effect. ③From the point of view of the source and effect of news dissemination, the audience occupies an extremely important position. First of all, the public as the main body of public opinion is a kind of information source. Without the public, news dissemination becomes water without a source and wood without a foundation. The active participation of news audience provides rich news material for news dissemination. News comes from the practice of life, the people are the main body of social practice, without the active participation of the people. The news will become a source of water, no principal. And the masses are the potential recipients of news dissemination, which is a self-evident fact. Therefore, we must pay attention to the news audience in the news dissemination of the role of resources. Secondly, the audience is the home of the realization of news and information. Without the audience, communication can not be carried out, it loses the object and purpose. The reception of news information by the news audience determines the realization of news value and the actual effect of the realization process. Finally, the feedback of the news audience is the only way for news dissemination activities to go deeper. The purpose of news dissemination is to news audience to accept the content of news dissemination, and produce the desired effect. And modern news dissemination is two-way, the news audience to accept the information will inevitably produce a corresponding reaction to it: they are either in favor of, or against, or in favor of, or to resist ...... these feedback opinions on the news information re-export has an important significance.

2, the industrialization of the news media attributes

In the planned economic system, the news business as a political propaganda department has always been heavy transmission light management. Socialist market economy

After the establishment of the audience economic system, the news media began to face the market, independent management, participation in competition. The external pressure of market competition has prompted the news media to industrialization, the news media to produce the intrinsic impulse of the pursuit of profit. Audience is a potential consumer group of the media, it becomes an important object of news media research and investigation, the reason is self-evident.

[edit]Characteristics of the Audience

1) enormity of scale, exceeding most social groups in number; 2) dispersion, widely distributed in all social classes;

Audience 3) heterogeneity, i.e., with different social attributes. The audience is both the object of influence of mass communication media, and plays an important role in constraining the communication process. The needs of the audience, the audience's selective exposure to the content of the media information activities, etc., all play an important role in the effect of mass communication.

[Edit Paragraph]Types of Audience

1) According to the type of media contact: newspaper readers, radio listeners, television viewers, Internet users 2) According to the principle of demographics, within the audience group can be subdivided into different groups in accordance with gender, age, occupation, geographic location, level of education and so on. For example, male audience and female audience. 3) According to the frequency of contact with the media: stable audience and unstable audience 4) According to the audience's different information needs: general audience (wide audience) and special audience (narrow audience) 5) According to the certainty of contact with the news media: real audience and potential audience 6) According to the news media's clear object of dissemination: the core audience and the marginal audience

[Edit paragraph] The status of the audience

1 ) The audience is the interpreter; 2) The audience is the participant;

The audience 3) The audience is the dominant; 4) The audience is the active subject of information needs; 5) The audience is the real master of the cultural market.

[Editorial]Psychological Characteristics of the Audience

1, cognitive psychology 2, curiosity 3, herd mentality 4, performance psychology 5, empathy 6, aggression

[Editorial]How to Satisfy the Audience in Social News

Social news is a type of news that attracts the audience the most, and it is also a powerful weapon for the media to win the field and defeat the competitors. Social news is one of the most attractive types of news to the audience and a powerful weapon for the media to win the field and defeat the competitors, so social news has received unparalleled attention from various media. This is not only because social news can catch the audience's eyeballs, easy to get exclusive headlines, but more importantly, social news to meet certain psychological needs of the audience. 1) Social news can maximize the audience's curiosity

Audience social news can satisfy different kinds of curiosity of the audience more than other types of news, which is the reason why it is loved by the audience and the media today. However, curiosity is also divided into high and low, for the benefit of social development and human progress, full of curiosity will often create a generation of great people; but if only for some dark, dirty, useless things to express curiosity, it will cause a negative impact. Now some media in order to market, profit and cater to the low-level curiosity of some people, the newspaper is full of "star, sex, fishy" social news, greatly reducing the authority and credibility of the media, in the long run, this is not worth the loss. (2) Social news can satisfy the audience's desire for privacy Everyone will only present their own bright side in front of others, but everyone is very eager to see the secret side of others, which is a kind of desire for privacy, and this kind of desire for privacy can only be satisfied by social news. In recent years, social news on TV often takes the reporting method of hidden interview, although it is said that this kind of interview can get more real and objective news, but it has always been dubious in terms of morality and law, but the media has been using this method as a powerful weapon, which is because it is very much recognized by the public. It's hidden camera sense, disguised access, all give the audience a strong sense of voyeurism, the audience can even fantasize that they are in the presence of other people's lives, peeping into the secret side of other people. (3) social news to meet the audience's comparison of psychological General audience in recognizing something like to compare, which is a psychological phenomenon produced by people in the cognitive activities. Comparison will have to identify, a comparison will immediately see the high and low good and bad. Audience at this time is most likely to produce the two feelings are jealousy and sympathy - jealous of the strong, sympathy for the weak. Among them, sympathy is welcomed by the audience. There are many reports in the social news that can stimulate the public's sympathy, especially some reports about the sick, poor students, etc. Reporters often build the tone of the report on the basis of sympathy for the underdog, which also aims to satisfy the public's this mentality. This tone of the media to cater to the audience's sympathy for the underdog makes social news reports often lose their impartial and objective stance, especially in some social news reports involving legal cases, the media often unconsciously creates public opinion to appeal to the public's sympathy, so that the case develops in the direction desired by the public and puts pressure on the judicial personnel. In many cases, this media practice seriously interferes with the justice and independence of the judiciary, and has a negative impact on the reform of China's judicial system. (4) Social news can maximize the satisfaction of the audience's gain psychology People need to understand the changes of things around them in their life, study and work, and grasp a variety of information, especially for things related to their own interests and their information is more concerned. Nowadays, social news emphasizes more and more on bringing certain information to the audience, which means to satisfy the basic needs of the audience as much as possible. Compared with the economic and political news which is far away from the basic daily life of the audience, it is obvious that social news is generally loved by the audience. (5) Social news can satisfy the audience's entertainment psychology Game is the nature of human beings, there is a saying that art is generated from human games. In the fast-paced life of modern society, the game is a way for everyone to relieve pressure, but for various reasons, it is difficult to get a complete game, then the social news provides some interesting and funny news becomes the best choice for people to get entertainment.

[edit]Theory and Practice of Audience

The real shift from transmitter-centeredness to audience-centeredness was made in the 1960s. Audience-centered researchers believe that the audience is the active agent of communication and the medium is the passive agent. Rather than passively "accepting" the message, the audience actively seeks out the message for its own use. This is also known as audience-centered awareness. Schramm once explained that audience participation in communication is like eating in a cafeteria, and the role of the media in this communication environment is only to serve the audience and provide a meal (information) that satisfies the audience as much as possible. As for what the audience eats, how much to eat, to eat or not to eat, all lies in the audience's own will and preferences, the media is powerless. In other words: "This theory assumes that the center is the audience. It asserts that the behavior of the recipients is largely determined by the needs and interests of individuals, and that people use the medium to satisfy their personal needs and desires." In addition, the German scholar Elisabeth Newman put forward the "spiral of silence" audience model and theory, thus establishing the central position of the audience in the process of news dissemination in the world of journalism theory. In practice, the western press has also experienced a shift from ignoring the audience to valuing the audience, and even once played the audience-centered theory to the extreme, such as the proliferation of yellow journalism. The western press has successively put forward the theories of industry self-regulation and social responsibility to restrict and eliminate all kinds of shortcomings in the process of news dissemination. Undoubtedly, the central position of the audience in news dissemination activities has been firmly established. The communication concept of western news has influenced our journalism in every way.

[Edit Paragraph] The transmitter and the audience

The news dissemination process, in fact, the transmitter, the media, the audience, and some other mutual components are both contradictory and unity of the process of orderly movement, which the transmitter and the audience is a pair of major contradictions. From the point of view of Marxist material dialectics, the two are interdependent, interdependent, and mutual constraints. The dialectical relationship between the transmitter and the audience in the communication is in the context of the development of human society, constantly coordinating and changing, which can be confirmed by the process of people's understanding of the transmitter and the audience in the dissemination of news. For the current media in the transmission, the relationship between the two understanding of another bias, that is, the incompleteness of the communication process, it is generally believed that it is also due to the people of the audience in the contradiction of the dominant position of the main aspects of the contradiction has not been fully established and lead to. The embodiment of this incompleteness is to greatly neglect the role of the audience to receive feedback on the communication, can not use the audience's communication feedback to guide the next round of communication activities, so that the communication activities, to the audience to stop, thus affecting the communication of the ultimate purpose." Without production, there is no consumption; but, without consumption, there is no production, for if that were the case, production would be useless." This ancient quotation of Marx still has a profound practical guiding significance for the news communication in our country today. It should be recognized that there have been some changes in the feedback study of the audience, but such changes are still too far from the characteristics of timely, scientific and accurate as required by the objective laws of communication activities. In western countries, many media have relied on hourly and daily ratings and listening rates, as well as a certain page, a section of the attention to adjust the behavior of the transmitter in a timely manner; while most of the media in China can only be done to the year as a unit of time to measure the ratings, listening rates and circulation, resulting in audience feedback can not be passed on to the transmitter in a timely manner, and the current survey is still only generally stay in the number of viewers to watch what programs At present, the survey only generally stays at the low level of how many viewers watch what programs, and does not rise to the high level of further analysis to understand what people, why they watch what programs; media and professional audience survey companies around the audience feedback survey, there is no approved by the relevant administrative departments, authoritative, unified, standardized test system.

[edit]The Evolution of China's Audience Concept

In the 1990s, after the gradual establishment of the market economic system, audience-centeredness was formally put forward by the journalism theoretical community and caused controversy, however, audience-centeredness is still recognized by most scholars and guided by the mass media in the market. In 1982, the Chinese Academy of Social Sciences, Institute of Journalism and the Capital Press Institute survey group *** with the initiation of the Beijing readers,

Audience viewers, listeners survey, is China's first large-scale audience survey. The survey is large-scale, standardized statistics, strong authority, the results of the survey was published at home and abroad caused great repercussions, so that the audience concepts, theories can be established and strengthened, audience research organizations have come out. More importantly, the concept of "audience" has been accepted by the majority of news media practitioners since then, and the concept of audience is related to the advertising market, circulation size, high or low ratings, potential readers market and other concepts. In 1986, the Public Opinion Research Institute of Renmin University of China was established, marking a special organization for audience research in China. over the past 20 years, many newspapers and magazines, radio stations and TV stations have carried out audience surveys of different scales, and after 1995, there were more and more survey companies in the society, and the depth and breadth of audience surveys have made a breakthrough. According to the feedback from the audience, the media constantly seek new ways and means of reporting to meet the needs of the audience at various levels. With the establishment of the socialist market economic system, the media competition has intensified, how to make the audience market this piece of cake has become a topic of concern for everyone **** the same. Audience-centeredness has penetrated into every media from the national to the regional level.

[Edit paragraph] Audience on the news dissemination of the counterproductive

The audience is active information seekers, according to their own interests to seek a variety of information to meet their needs. The audience is selectively exposed to, understands and remembers foreign information. These characteristics of the audience, the process and effect of information dissemination has a constraining effect.