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There are choices for target audience in the process of accepting mass media since every of them is an active decision maker. Affacted by various factors, they make critical choices, give definations and determine wether to aborb or to abandon in terms of their own demands of media dissemination and content. It is the necessary "task" for every disseminator and the survival and development of media to seriously study the demands and psychology of the "God"--customers. Only "use the right medicine",in other words,in the right way can a dissemination win his or her position in the competition, guarantee the audience to choose him or her according to their own will in order to acquire the ideal effects of communication.

The mass audience in the receiving process is the selection, each audience is an active decision-makers. In a variety of factors, they will be required in accordance with their own media content and dissemination of near-critical sele