| Every one forms her/his own mind-set due to different factors, i.e. Individual desire; political beliefs and sense of worth; sentiment and mood; personality, interest and self-cultivation. For instance, people feel happy when being praised. Foreigners tend to express this feeling by politely saying 'thank you ' while Chinese would say 'not at all'. That effect is because of the differnces in national mind-sets. Therefore, people select information according to their own mind-sets, accepting the one which is constent with his mind-set and ignoring the one which is not. For instance, when the Iraq War broke out, the majorites of china's TV stations gave a large amount of reports, especially the CCTV and PHTV. They not only reported the latest news 24-hour a day, but also invited military experts for disccusions of some specific events, to improve audience rating and to satisfy the needs of audience attention on this issue. Because of different mind-sets, some people would like to watch PHTV. They thought PHTV reported faster, deeper and with a more unique angle of view compared to CCTV. In addition, they heared differnet voice in the issue of Iraq War. However, those who chose CCTV thought the authority of CCTV was beyond comparison and the voice of CCTV was the one of Chinese people.The formation of mind-set is complicated and of long duration. Due to different ages, culture, customs, interests and professions of different people, various contents and forms of conversations could generate differen effect towards people. In one case, audiences get information and improve cognition from the programs, which is called consequent effect; In another, people have no interest or even get revolted, which is called reverse effect. It is surveyed that the majorities of programs generate neutral effects between the above two extremes. As a worker of radio and TV programs, it is hoped that programs have more consequent effects, less neutral effects and aviod converse effect. |
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