On Lnteraction Between Communication Media Lead And Audience Participation

Based on research to the communication reality during the society style- transforming period, the thesis sorts out the influences exerted by the changes of communication environment on the ideas, patterns, audiences and public opinion .and analyzes the role & function of the communication media and the demand of audience. The most attention is paid to the necessity ,possibility and reality of the interaction between the communication media and audience ,pointing out that the effective lead of public opinion is characterized by the vivid interaction between leading side (communication media) and participation side (audience) .The lead will enhance not only the activity of communication subjective ,authoritative and guidance. but also media-dependence,initiative and participation of the audience .Thereby ,the thesis put forward four approaches to the effective interaction ,which may benefit the practice of the mass communication in theory.