The Recognition Of The Receivers And The Image-building Of The Host

In the study of Masses' dissemination, the receivers are the people who receive information and they are also the terminal end of the dissemination of information. The hosts, as the spokesman of mass medium, represent the personification of the medium and play the role of disseminating information, which indicates the countless tied relationship between the image-building of the hosts and the recognition of the receivers. As the endless changing of the theory of dissemination from " the spread-oriented theory" to "the receiver-oriented theory", the role of the receivers are more and more important, and their subject consciousness has been enforced better and better, thus the recognition of the receivers is especially important. And the essence of this kind of recognition is the affirmation of the effectiveness of dissemination. The image-building of the hosts is really valuable only when recognized by the receivers. In this sense, to gain the recognition of the receivers is the final purpose of the image-building of hosts.The recognition is the state that one's orientations and values are in consistent with those of others. The image-building of the hosts is recognized by the receivers, which means the orientations and values of the hosts and the receivers are in consistent with one another. Therefore the key of the recognition of the receivers lies in finding and founding the consistence of the orientations and values between the hosts and the receivers. And in order to achieve this consistence, the basis and the deciding path is to know the spreading-receiving relationship and to inquire into the receivers and grasp the receivers, which is also the deciding condition how the image-building of the hosts gains the recognition of the receivers. The centered position of the receivers is decided by the image-building which regards the recognition of the receivers as its main purpose. However, the receivers are always changing. That's why the image-building of the hosts can't be once and for all. The recognition of the receivers to the image-building of the hosts is endless and always in the dynamic process of reaching unanimity.In 21st century, China medium is facing a blazing new world. In the process of globalization, and in the pursuit of both the recognition and the surmounting, the image of nowadays hosts must presents blazing radiance and send out glamour.