观众心理特征对媒介管理的影响  

The Impact of the Audience’s Psychological Characteristics on the Media Management

作　　者：申燕[1] 

机构地区：[1]山东英才学院图书馆

出　　处：《山东英才学院学报》2011年第4期38-40,44,共4页Journal of Shandong Yingcai University

摘　　要：受众的心理特征对于受众在生活中的媒介选择、使用和反馈都有着无所不在的影响。从观众的性格、动机、需要、期待等方面,对受众性格结构进行分析,创建一个全面和深入的目标市场受众结构模型,能够更加有效地定位媒介节目,并最终将节目的编排不断优化。The psychological characteristics of the audience have a pervasive impact on the selection, application and feedback of the media in their life. From the aspects of audience’s character, motives, needs, expectations and so on, the analysis is being carried out on the personality structure of audience to form a comprehensive and in-depth structural model of the target market audience, so as to more effectively target media programs, and ultimately to optimize the program schedule.

关 键 词：观众 心理特征 媒介管理 

分 类 号：G206[文化科学—传播学]