The Analysis Of Audience Initiative In Network News Communication

Audience is not only the recipient of news information, but also an important participant in communication activities. Different perceptions on the audience affects the communication activities and the effects of communication directly. The situation that function of audience has been ignored since 1980's was not changed for years although China's media has realized the importance of the audience playing in the communication activities. The prevalence of internet to some extent provides the basis of audience–centered.Differently from the feedback of traditional media, internet provides many ways to strengthen and improve the two-way communications between the recipients and the communicator. Audience can select news, participate in online surveys, public news and build'network media field', which makes it clear that audience has behaved initiatively during the netnews communication activities.In my opinion, the level of audience's initiative derectly reflects the status of audience. This thesis adopts the questionnaire and literature study. The article tries to analyze the phenomenon of audience initiative during netnews communication, explore the reasons using psychological knowledge and communication and summarizes the general psychological effects of audience initiative. The author believes that the audience initiative is effected by the its selective psychology, self-fulfillment psychology, participating psychology and role-playing psychology in the process of netnews communication. Emergence and development of netnews will lay a solid foundation for audience-centered theory.