From The Receiver To The Select Ion: Study On The Change Of TV Audience Network Media Influence Empirical Research Based On TV Audience Nanchang Area

After entering the information age,the network media as a representative of therapid expansion of the stunning new media, traditional media including televisionmedia, are facing great challenges.But a great impact on the TV media in the networkmedia at the same time, its own characteristics and advantages of TV media has, butmay not be fully inclusive and replace the internet.Based on this premise, thetelevision media to foster strengths and circumvent weaknesses,can play to their ownadvantages,and effective and the Internet and other new media communication andintegration has become an irreversible trend.Therefore,the author defined “fromrecipient to use”--the network media under the influence of TV audience of" thesubject, aims to study the network media under the influence of change of TV mediaand audience to explore the television media to improve their own competitiveness inthe path of the grim situation.The network media is transmitted via the Internet voice and image, has theadvantages of convenient, personalized and interactive, occupies an importantposition in China’s media undisputed market. This paper studies the network mediainfluence viewing behavior of TV audience, based on previous studies,combined withthe characteristics of the network media and network media of informationdissemination process changes,the theory and method of the integrated use ofjournalism,communication psychology, sociology and digital technology and otherrelated disciplines,in order to Nanchang area television the audience was watching asan example, analysis of the audience, and then draw the path to realize the sustainabledevelopment of TV media.Opportunities and challenges coexist in the televisionmedia, the development situation of development strategy under the view of programproduction and broadcasting and media in the audience and, based on comprehensiveconsideration of audience behavior and psychological factors,this paper attempts tofuture TV media how to set up the right audience view and development view to makeforward-looking prediction.