“受众”一词,是大众传播学的专用术语,是广播、电视和报纸的传播对象——听众、观众和读者的统称。这绝不仅仅是为了称谓和使用的简便,而是有其深刻的内在涵义的。美国政治学家哈罗德·拉斯韦尔在1948年提出了大众传播必须包含五个要素的基本模式——“谁?说了什么?通过什么渠道?对谁?取得了什么效果?”而在传统的新闻学中,关于新闻报道的五个要素是这样的:“什么时间?什么地方?什么人?什么事?什么原故?”同样是五个“W”,两相对照,即可发现传统新闻学很注重传播的内容和客 The term “audience” is a term specific to mass media that is the object of broadcasting, television and newspapers - audiences, audiences and readers. This is not only for the sake of appellation and ease of use, but rather it has its profound intrinsic meaning. Harold Laswell, an American political scientist, proposed in 1948 that the mass communication must include the basic pattern of the five elements - “Who? What did it say? And who did it?” In traditional journalism, the five elements of news coverage are like this: “When? Where? What? What? What?” The same five “W”, the two can be found Traditional journalism focuses on the content and guest of communication