大众传播学认为,“传播是信息传播者与传播对象彼此之间的一个相互交流、沟通、影响的双向过程。”如果离开作为传播过程中传播对象对信息作出反应这一环节,“传播者便难以了解传播对象对信息的要求、希望、评价等, 而且无法根据应有的反馈信息调节、改进信息的传播,使之更适应传播对象。离开这一环节,传 Mass Communication believes that “communication is a two-way process of mutual communication, communication and influence between the disseminator and the communicating object.” If left as a communication object in the communication process to respond to the message, "the communicator will Difficult to understand the communication object of the information requirements, hopes, evaluations, etc., and can not be based on the feedback of information should be adjusted to improve the dissemination of information to make it more suitable for the dissemination of objects.