Study On Reverse Psychology Of Metro Media Audience

Metro media is a force of new media,which has a broad prospect as its booming development in domestic metropolises.It has a great number of audience,including the quantity of mass media as well as the quality of focus media.The potential value of metro media,however,has not been fully explored in our home market,and there are still vacancy and wastage of its resources.That can be attributed to the non-virtuous circle resulted in the failure of advertising effectiveness.Advertising effectiveness depends on the handling of the psychology of the audience. This paper attempts to proceed from the audience psychology,focusing on the reverse psychology of metro media audience and its reasons so as to promote the research on the psychology of the metro media audience.The study focuses on the metro passengers in Guangzhou.It is the first time that the communication result of news be included as part of metro media study.This paper studies the audience's reverse psychology of news and advertisements.With a combination of observation, questionnaire survey and interviews,it offers an analysis from the four aspects of the mode of communication,concerning communicators,the content of communication,the form of communication and the context of communication.Based on the theory of three levels of advertising effectiveness,it studies the three levels of performance of the audiences' reverse psychology,including cognitive reversal,emotional reversal and action reversal,and then analyzes the reasons and comes to the conclusion. Through surveys,it is known that reverse psychology exists among the metro media audience in the four areas of the mode of communication to some extent,and there are significant psychological differences becausse of the different ages,types and qualifications of the audience, which has become the dominant factor influencing advertising effectiveness.With a comparison of the status of the metro media in Hong Kong,and a combination with the interviews with the personage inside the industry and academics,this study puts forward some strategies and proposals,hoping to call for the full attention of the metro media information communicators,and to minimize the reverse psychology,in order to enhance the advertising effectiveness,and to maximize the realization of the economic value of the metro media.This article holds that,in the communication activities of metro media,news communication should put advertising communication effectiveness in the first place;target at the media characteristics;reduce the reverse psychology of the audience;extend the metro communication effectiveness by breaking through the space-time limitation;reasonably avoid the reverse psychology;and should break the routine,pursue creativity,making a rational use of the reverse psychology.