现代科学技术的发展改变了传媒形态和传播格局,改变了受众接触和接受信息的途径和方法,从而也改变了信息传播环境; 尤其是现代信息社会传播渠道的多样化、信息的纷繁和庞杂,如何准确、有效地将信息传递给目标受众,减少信息在传播途径中由于“无的放失”而造成的损失,是当今提升信息传播有效性的 The development of modern science and technology has changed the form and pattern of media, changed the ways and methods of audience access and acceptance of information, and thus changed the environment for information dissemination. In particular, the diversification of information channels, the numerous and complex information, How to accurately and effectively deliver information to target audiences and reduce the loss caused by “no loss” in the route of information transmission is the key to enhance the effectiveness of information dissemination today