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这份调查报告是作者对一家小型日报的316名读者进行详细调查研究的结果。作者认为,影响这家小型日报的读者对该报各类各内容的阅读率的因素包括:人口统计因素,读者的社会联系状况,以及读者对媒介的使用情况。这三种因素对不同内容的阅读率所起的作用也是不同的。作者经对调查资料进行科学分析后得出的一些结果也是值得注意的,例如,性别差异是区分广告的固定读者与非固定读者的一个重要标准。又如报纸的娱乐功能不如报纸的其它功能重要等。作者的这些观点和结论对于我们深入研究特定类型的报纸内容来说,是有所启发的。但并不能充分适用。实际上,影响读者去阅读报纸(或看电视、听广播)的因素是多样而复杂的,并不限于作者所列的几种,更为根本的是,读者本身的一种需求与动机,读者对报纸本身的兴趣、情感和信任等。而需求、动机、兴趣和情感等,又是由读者所处的政治、经济和文化地位所决定的。译者译出本文,仅是认为它可以为我们提供一种研究方法,以及一些可参考的观点。
The survey is the result of a detailed survey of 316 readers of a small daily newspaper. According to the author, the factors influencing the reader’s reading rate on various aspects of the newspaper include the demographic factors, the reader’s social connections, and the reader’s use of the media. The effect of these three factors on the readability of different content is also different. It is also worth noting some of the results of the authors’ scientific analysis of survey data, for example, gender differences, are an important criterion for distinguishing between fixed readers and non-stationary readers. Another example is the newspaper’s entertainment function as important as the newspaper’s other functions. The authors’ views and conclusions are instructive for our in-depth study of specific types of newspaper content. But not fully applicable. In fact, the factors that influence the reader to read the newspaper (or watch TV, listen to the radio) are diverse and complex, and are not limited to the ones listed by the author. More fundamentally, the reader’s own needs and motives, readers Interest in the newspaper itself, emotion and trust. And demand, motivation, interest and emotion, but also by the readers in the political, economic and cultural status of the decision. Translator translated this article, just think it can provide us with a research method, as well as some of the views can be referenced.