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传播效果是指受传者在接受信息后.在情感、态度和行为等方面发生的变化。效果研究是大众传播学中开始最早、争议最大,也是最受重视,开拓最深的领域。效果研究涉及的范围最广.主要集中在:效果到底有多大,影响效果的因素,效果的构成和类型,效果对信息的依赖,效果与环境的关系,效果与受众的关系等。
The effect of communication is the change in emotion, attitude and behavior of the receiver after receiving the message. The study of effect is the earliest, most controversial, most important and most explored area in mass media. The research on effect is the most extensive, mainly focusing on: how big the effect is, the factors that affect the effect, the composition and type of the effect, the dependence of the effect on the information, the relationship between the effect and the environment, the relationship between the effect and the audience.