While the traditional media is still wondering what the audience likes.

When the traditional media is still pondering what the audience likes, it is as follows:

1, free.

The audience is not an imaginary thing, not a theoretical assumption, but a very concrete, flesh-and-blood, thoughtful and emotional objective reality, and an independent entity. This determines that everyone in the information recipients has their own appearance, personality, interests and positions, and they all belong to different social types.

2. autonomy.

The audience is not the "waiter" of mass communicators, but the "master" in a sense; He is no match for mass communicators, but a collaborator in this huge mass communication project. The audience, like mass communicators, has strong autonomy, creativity, self-esteem and independent choice for information works.

Understanding and judgment are not easily controlled or dominated by communicators. Although they are at the end of mass communication and are the recipients of information, their acceptance activities are never mandatory, passive and negative, but voluntary and active; Not blind, but independent.

3. Self-report.

The audience's perception and understanding of the content of the information work is not given by the sender. In the face of all kinds of information, each receiver will make his own understanding and elaboration, and then re-spread it accordingly. The cartoon dissemination of the famous western case "Mr. Bigot" can fully show that the audience has strong self-explanation characteristics. Therefore, if communication is the freedom of the communicator, then "self-report" is the privilege of the audience.

4. attribution.

Although the audience does not exist as a fixed group, it is a spontaneous and unorganized group, but this does not mean that they have no class to return to and no heart. On the contrary, they always consciously or unconsciously put themselves in a certain receiving group.