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大众传播学的研究表明:传播来源的可信度同传播效果成正比,即传播来源的可信度越高,取得的传播效果就越大,反之,传播来源的可信度越低,取得的传播效果就越小。这里,笔者将传播者利用自身信誉争取良好传播效果的策略称之为信誉能动策略。信誉之所以可以被视为主持传播的一种能动策略,除因传播者信誉对传播效果具有巨大影响外,还在于信誉自身是可以通过传播者的不断努力而逐渐建立的。在我们看来,主持人的信誉策略主要体现在这样几个方面。专业
Mass media studies show that: the credibility of the source of transmission is proportional to the effect of transmission, that is, the higher the credibility of the source of transmission, the greater the effect of communication achieved; the lower the credibility of the source of transmission, The smaller the spread of the effect. Here, I will be communicators use their credibility to fight for a good communication effect of the strategy called the credibility of dynamic strategy. Credibility can be regarded as an active strategy to dominate communication. In addition to having a huge influence on the communicative effect due to the credibility of communicators, credibility itself can be gradually established through the continuous efforts of communicators. In our opinion, the presenter’s credibility strategy is mainly reflected in several aspects. profession