The Concept And Application Of Interpersonal Communication Effect Chain Theory

In recent years, the media industry is developing rapidly, and the general media audience is now has more diverse demands for culture life, the survival environment of the mass media is very bad. On the one hand, the emergence of the Internet has promoted the appearance of the We Media, the audience has got the unprecedented release of personality. Audience is no longer in the traditional sense who has no right to choose and judge, now they can choose by themselves and gradually play a more and more important role. On the other hand, the gradually mature market has also led to the spread of mass media channel evolution towards diversification, the mass media is facing a difficult choice. How to make different contents, choose what kind of communication channels, how to configure audience's attention resources scientifically can become the key of the mass media industry to stand out from the fierce market competition.Through using Lazarsfeld's secondary transmission theory and Rogers' information diffusion theory, the author has realized the importance of interpersonal communication in terms of communication effect. Not only that, through to the combination of interpersonal communication and mass communication, the author also try to find some methods to assist the communication effect of the mass media, that is how the interpersonal communication effect chain theory put forward. This article is based on the Qingdao SimulRadio as investigation object, after understanding its successful operation of specific measures, the author summarizes the success rules of the Qingdao Simul Radio, and named it, the interpersonal communication effect chain theory. And then promote the theory to society. This paper mainly includes the following aspects:(1) Through the communication theory in the study of mass communication and interpersonal communication, respectively, summarizes the advantages and disadvantages of mass communication and interpersonal communication, and puts forward the design of combination of mass communication and interpersonal communication.(2) The paper puts forward the concept of interpersonal communication effect chain, and through the establishment of interpersonal communication effect chain's process diagrammatic sketch, to introduce the mechanism of interpersonal communication effect chain in detail.(3)Through to large numbers of observations of Qingdao Smulradio, the author try to classify the concrete practice of the Qingdao SimulRadio in radio advertising and market management, and then to analyze the key behavior of Qingdao SimulRadio, and conclude the interpersonal communication effect chain's role model of Qingdao SimulRadio at last.(4) Divide the running mechanism of interpersonal communication effect chain to four process, include catalysis, generate, produce, feedback, and from individual to general, to sum up the operation disciplinarian of interpersonal communication effect chain, hoping to provide certain reference for the media operators.