| TV civic news is, doubtlessly, one of the hottest topics concerned by both the mass communication field and the theoretical field in recent years. However, it is so obvious when taken a comprehensive view on, that current various researches are generally all concentrated on the communicators. Furthermore, much more attentions in those researches are paid to summarizing or extracting the phenomenon of TV civic news. While analyses of the communication effect and social impact from the angle of the audience are rarely seen.Commencing from the concept of social cognition in social psychology, this paper emphasizes to inquire into impact of TV civic news on social cognition of the audience. It also gives an elaborate analysis on cognition interaction and cognition bias, which are caused by TV civic news, between the communicator and the audience in this process. And then it tries to inference some typical new features of social impact taken by TV civic news.This paper demonstrates that the two sides of the communicator and the audience encode or decode the news content using their own social cognition structure. So the audience's mental reality differs from both object reality and television reality, despite that the communicators of TV civic news all try their best to reflect people's livelihoods objectively and really, and TV civic news distinctly comes to be the most impacting type of TV news. Accordingly it is difficult for TV civic news to surmount the audience's social cognition, which is the basic aspect of the effect of mass communication. Moreover, some TV civic news excessively report negative sides of the society when facing media competitions, such is likely to lead to various social cognition bias. Therefore, the social responsibility of the television media still needs reinforcement.This paper provides a totally new research view and theoretical reference for TV civic news. It also provides practical reference for television media to promote their social impact. |
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