Volume 29, Issue 1
DOI: 10.24205/03276716.2020.102
PSYCHOLOGY AND MOTIVATION OF THE AUDIENCE UNDER THE INTERVENTION OF CONVERGENCE MEDIA
Abstract
The psychological of the audience is a key influencing factor of media communication. Based on the theory of communication and audience psychology, this paper investigates the psychology and motivation of the audience under the intervention of convergence media. The authors conducted a questionnaire survey on urban residents two universities and in Beijing, with a 7-point scale. Based on the survey results, the audience psychology under the intervention of convergence media was is divided into nine dimensions. The valid survey data were analyzed on SPSS18.0. The results show that, under the intervention of convergence media, the main motivation of the audience is to release pressure and acquire information; mass entertainment is the most favorite program on convergence media; under the intervention of convergence media, male audience had lower scores than female audience in many dimensions, especially in service enjoyment, entertainment relaxation and novelty seeking; the audience with different academic qualifications differed greatly in saving and convenience, enjoying service and seeking knowledge psychology. The research results promote the management strategy and communication effect of media.
Keywords
Convergence media, Audience Psychology, Psychological Motivation, Psychological Preference.