城市与媒介环境——东莞媒介生态受众因素分析

首先提出了宏观、中观和微观视角的媒介生态观层级说,指出城市在微观层面是作为媒介的环境而存在的;并采用问卷调查法,对东莞大众媒介受众的结构特点、媒介接触情况和媒介期待等问题进行了实证研究,分析了新兴城市的受众特点及由此衍生的媒介环境的特点.

City and the Media Environment: An Analysis of Ecological Factors in Dongguan Media Audience

This paper proposes the macro-meso-and-micro level view of the media ecology,pointing out that city exists as the media environment at the micro level.And furthermore it analyzes the characteristics of the audience in emerging city and the resulting characteristics of derivative media environment on the basis of the empirical study of the structural characteristics of the audience of Dongguan,of their media contact situations and of their expectations of mass media.