The Interaction Between Audience And Media

Schramm. Father of Communication proposes that there is an interactive relationship between the audiences and media. The development process of TV in China also proves the existence of the relationship. With the development of the civil news, a kind of reciprocally utilizing relationship between the audiences and media appears.Civil news coverage, the third revolution in the development of the TV media in China, is currently hot on television all round the country. Particularly in Nanjing, this kind of program changes the situation that the TV serial is the top in the audience ratings. For example. No Distance to Nanjing, a program of the city channel of Jiangsu TV Station, has ranked as the top over TV serials many times. with the highest record in audience ratings exceeding 10%. Besides, the Live Broadcast of Nanjing and Ruling by Law on the Spot produced by Nanjing TV Station are models that other local TV Stations follow the lead of. Because of lots of such similar programs appearing in the same city, the fierce competition rises for news sources and audience as well as in ways of producing programs and creating high audience ratings. In such a situation that compete with each other, how to seize for news sources and report exclusive news and how to make fantastic programs as well as how to build up unique media image to draw on audiences' long-term attention come as the main concerns of those media when making civil news program. As a result, many media start to cater for audiences' certain needs. Meanwhile, the audiences also begin to contact media fluently and even take advantage of them to solve their problems.This thesis expresses my viewpoint that there is a kind of reciprocally utilizing relationship between the audiences and the media by analyzing the establishing of interactive relationship between them resulting from the audiences' usage and satisfaction towards the media as well as the media's agenda setting of the content towards the audiences.It analyzes the practical root combining the reality. I hope and appeal to the theoretical field, by putting forward this problem, to conduct a deeper research on it so as to improve the special interactive relationship in the development of the media.