文档介绍：华中科技大学
硕士学位论文
从三次新闻改革看我国报纸受众观的流变
姓名:陈奕奕
申请学位级别:硕士
专业:传播学
指导教师:申凡
20060510
华中科技大学硕士学位论文
摘要
受众观是指媒介对受众在传播过程中所处角色和地位的认识,其实质是媒介如何
看待受众、对待受众的问题,集中反映了传播者与受众的关系。在中国现当代新闻
事业发展史上,“受众观”历经了巨大的变革,尽管其中有所反复,但总体上是一
个受者地位不断提高的过程。这种观念的变化与现当代中国新闻媒介,尤其是报纸
媒体的几次改革如影随形。改革开放以来,“受众观”的变化更是在社会转轨、经
济转型的大背景下格外剧烈。
媒介受众观的衍变伴随着媒介发展和变革的过程,两者相互作用,又互为因果。
因此可以说,当代新闻媒介变革的每一步在一定意义上都取决于媒介受众观的革新
变化。而受众观的每一步变化又反过来影响着新闻媒介变革的脚步。本文通过对我
国三次新闻改革中以报纸为代表的大众媒介的受众观的分析,对我国新闻传播活动
中传者和受者的关系进行一次回顾和梳理。作者分析了 1942 年新闻改革、1956 年新
闻改革和改革开放以来第三次新闻改革中报纸媒体所体现的不同的受众观,以及其
中变化和发展的脉络;论述了当前改革深化时期在宣传工作规律、市场规律和新闻
传播规律这三重规律控制下的报纸“受众观”的分流;并对当前“以人为本”受众
观的提出阐述了自己的看法,揭示了该观点的进步性和遭遇的现实困境。作者最后
指出,唯有在新闻体制改革的进程中转变报纸受众观,同时在革新的受众观的推动
下加快新闻改革的步伐,传播“以人为本”方能得以实现,受众才能在传播过程中
真正获得“主体”的地位。
关键词: 新闻改革受众受众观报纸
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华中科技大学硕士学位论文
Abstract
Audience value is defined as the media’s conception about the role and position of the
audience. Actually it is an issue about how the media look on and treat the audience; it
reflects the relationship between the media and the audience. In the present age of Chinese
journalistic history, audience value has been experiencing great change. As a whole, the
process manifests the elevation of the position of audience, though there is some transitory
retrogress during it. This change has been closely following the journalistic reforms of
Chinese media, especially the media of newspaper. Since the reform and opening-up, the
change of audience value has been extremely dramatic on the background of the
transformation of society and economy.
The change of audience value goes with the development and reform of media, and
they interact on each other and affect with each other. Therefore, to some extent, it is can
be said that each step of the journalistic transform rest with the development of the
audience value; meanwhile, each step of the change of audience value affected the process
of journalistic transform. This paper makes a retrospection of the relationship b