Audience Needs Investigation For TV And Internet Media

Along with the development of our country ‘s economy and science and technology, the new media represented by Internet media is more and more important in modern people's life, but the traditional TV media is gradually facing greater challenges. Although television media is under the huge impact of the Internet media, it still has its irreplaceable advantage. The network media and TV media are in different ways to meet people's different psychological needs. Compared with TV media audience, the network media audience have different habits of receiving information and ways of processing information. At the same time, the coming of information age, makes audience to be the key factor of media's success. So, under the different forms of media, the audience will be directly related to the effect of the media's spreading, and will affect the media's business strategy, even involved in every detail processing of communication field.Through consulting a large number of literature, our study finds that there is few research to study the audience psychological structure of TV media and network media in our country and abroad, and there is no comparative study of both. On the basis of theoretical analysis and semi-structured interview, we compiled the preliminary survey questionnaire of media audience psychology, including two parts: the television audience psychology and the network media audience psychology. After investigating 340 media audience and recycling effective questionnaire 314 copies, we carry out the exploratory factor analysis on the preliminary survey result. Then we revise the questionnaire and get the formal questionnaire. The formal questionnaire use online and offline forms to survey 551 media audience, and recycle effective questionnaire 524 copies. We carry out confirmatory factor analysis to analysis the result of the survey questionnaire's reliability and validity, and we also make a research on the influence of the factors such as gender, education, place of residence on the media audience psychology.The results show that the television media and network media audience psychological needs have different structures. On the one hand, compared with the television media, Network media can more broadly meet the needs of the audience. On the other hand, TV media also has some unique psychological needs which network media is lack of. And the confirmatory factor analysis indicates that the establishment of the media audience psychological need questionnaire has good reliability and validity indicators.In addition, our study found that factors such as gender and education have a certain influence on the media audience psychological need. On the seeking knowledge psychology dimension of network media audience psychological needs, the audience who have bachelor degree or above(including master, etc.) were significantly higher than junior middle school and below, at the same time, the audience who have master degree or above were significantly higher than college degree. For the further study on the media audience psychological needs, our research has important theoretical significance. Furthermore, our results also have important guidance value for the future reform direction of the two kinds of media.