Archives from the audience perspective of information dissemination behavior

Paper Keywords: Information dissemination audience archives
Abstract: This article attempts to analyze the first modes of Information dissemination in the Archives of audience, audience and then choose the file Information, the audience is divided into government, Researchers, students and the general audience of four levels, and analyze the The level of audience needs and characteristics of the Information, and finally focus on the audience for the characteristics of different levels of Information dissemination archives implemented strategies.

Archives is a period at an exhibition of regional culture, but also save the country's social memory institutions. As large civilization of mankind, as small as a family history of the rise and fall are gathered in this process. From this sense, Archives memory storage both social institutions, is an authoritative dissemination of information exchange center. From a historical point of view, was once the ruler of the archives area of strict control, does not allow widespread public use, so it is cast a veil of mystery. the information age makes people start to re-understand the functions of archives, archives, institutions only as a function of memory storage can no longer meet the needs of social development. the information needs of the current situation, archives dissemination of information act came into being.

A mode of information dissemination in the Archives audience
Introduced to the field of information dissemination is currently the most recognized and it was all the mode of transmission is Lasswell's "Five W" mode, that is, communicators (who), information (say what), media (in which channep, audience groups ( to whom) and effect (with what effect). According to the "five W" mode, archive the file information dissemination process of the basic elements of the staff for the archives, the file information, media and all the files in the four sites to receive file information the user, the file information, communication effects. But the model does not take into account the interference of a number of complex factors, in particular, it fixes the role of communicator and audience, ignored by the mass and effective communication and feedback between, resulting in archives File information dissemination can not be carried out smoothly. At present, the archives of the ideal mode of information dissemination should pay more attention to audience feedback.

2 groups of different audiences and Characteristics of the division of
Archives Archives audience is the recipient of information dissemination is the archives of work to serve. Audience groups as an integral part of the process of information dissemination Archives active factors, the effect can not be discounted. From this sense, audience effect of restricting the dissemination of important factors.

I believe that, according to information on the file archives audience the choice of audience can be broadly divided into government, Researchers, students, four levels of the general public.

2.1 Government
As the Government make more use of user-based decision-making based on the information needs of the file is made according to the specific work, and then put into implementation, the purpose is very clear. They are mostly in need of information about government, and more involved in political, economic, and cultural fields in order to make more informed decisions. and thus the accuracy of their profile information, timeliness, usefulness demanding.

2.2 Researchers
The Researchers are fixed Archives readers, because they need the original course of the study the Research material. Science can not tolerate any false, a part of errors, their results will certainly come to naught.

2.3 Students

Students in a predominantly young, are more active groups, and knowledgeable, innovative, high-quality archival information more vulnerable to their favor, making them more willing to accept the dissemination of information services, archives files. Once the file archives Information can be fully transmitted and received universal recognition of students, they will naturally shift from the potential audience is audience, communicators and audience relationship between the transmission of information which really established. Links to free papers Download Center http://www.hi138.com 2.4 spectrum through the public
General public information on file for the choice of most of the files as evidence is to master knowledge of history, collective memory, etc. The purpose of continuation of the basic starting point. The museum has a wide range of file information is known, whether the contents have the breadth of applicability, determined the use of this large group of public demand.

3 Strategies of information dissemination Archives
Due to the current media diversity, increasing the amount of information files. Especially the popularity of the Internet presence of large amounts of information disordered people into the "information fog" them. Archives (including the Archives Web site) as the information gathering and dissemination of source, the stored information is relatively concentrated, orderly, but the face of the different needs of the public, just do the file collection and processing of information is not enough. against the dissemination of archival information, archives to understand the different audiences population characteristics and needs, choose appropriate methods of information dissemination to the museum to the audience at different levels to achieve effective dissemination of information.

3.1 "Single reasoning" and "both sides of reasoning," a combination
In communication theory, there is a well-known argument that the "single-sided reasoning" and "double-sided reasoning." ��������� American psychologist and his assistant have been the end of World War II did a famous experiment, experiments show that higher levels of education and culture of the people, more effective double-sided reasoning; the contrary, the single-sided reasoning is more effective. archives in the process of information dissemination can learn from this strategy, for different audiences with different information from the file
3.2 "rational appeal" and "emotional appeal" a combination
"Rational appeal" means the focus on the use of the facts, the truth of the class file information to clarify issues, related to the position, so that the audience know the truth, and guide the audience in a rational cognitive thought.

"Emotional appeal" means the use of a focus on emotional, rendering of dissemination of archival information, so that audiences get the infection, which led to audience emotional resonance.

3.3 Dynamic Adjustment and the combination of content creation
The audience needs are constantly changing, so communicators should serve audience needs and feedback in a timely manner. So for archives to timely adjust the communication strategy, changes in demand for different audiences and make overall planning and design, develop appropriate communication strategy. archives stored with the original records of archival information, which is it different from the library, the museum lies.

In summary, the archives as institutions of social memory storage and information dissemination, should meet people's spiritual and material culture of the diverse needs, and take an important role in information dissemination. Archives of the role of communications can attract the public eye, enhance archives in the public mind the image. Therefore, to understand and analyze the characteristics of different levels of audience, develop appropriate information dissemination strategies to maximize the advantages of archives, dissemination of the best access to information and expand its community the impact and attract more audience, in order to achieve the fundamental purpose of the work of archives. reposted elsewhere in the Research Papers Download http://www.hi138.com