Our Local Daily Audience Interactive Communication Behavior

Media technology is always changing communication models of news and information. Audience in network environments can get information they need by anyway, which has precisely changed the traditional means of getting news. As a traditional mass media, newspaper is now facing cut-throat competition and bottleneck of survival and development. n response to this situation, this dissertation which takes interactive communication as a point of penetration, will collect and analyze activities of interactive communication between local daily in China and audience.Firstly, this dissertation will make it clear that the definition of interactive communication and the relational theory. It will analyze the disadvantages of interactive communication of local daily relative to network media in the various dimensions of using media , communication patterns, newspaper reports and market competition.Then, this dissertation will continue by studying the type of audience interaction from the communication model of transmission and reception which has been analyzed by Denis McQuail. It will use sample data analysis, depth interviews and case Studies to analyze the activities of interactive communication of four major local dailies in news gathering and editing, management and distribution, planning activities and media evolution relying on a network. Further more, type and degree of interactive communication will be used as standards to inspect the effect of interactive communication in various aspects.At last, based on the communication model of expectation - value, this dissertation will construct a model of interactive communication at the dimension of using media which has completeness and applicability.