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【正文】 受眾因素：社會需要、受眾結(jié)構(gòu)。 or abridging the freedom of speech, or of the press, or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.,第二十二頁，共二十三頁。,Theories of the Press,Social Responsibility Theory contends the press has a right to criticize government, but also has a responsibility to preserve democracy by properly informing the public and by responding to society’s needs and interests. The Communist Theory says the media are owned by the people and operated through the state, the purpose being to support the Marxist system and the Communist party. The Developmental Theory holds government can mobilize the media to serve national goals in times of economic and social development needs, such as raising literacy levels, political integration, economic selfsufficiency, and the eradication of disease.,第十九頁，共二十三頁。,1996 TELECOMMUNICATIONS ACT,First major overhaul of communication laws in 60 years, and it affected every industry regulated by the FCC. Key provisions: no limit on the number of stations that can be owned by one company, except that they couldn’t own more than eight stations within one market no limit on number of TV stations that can be owned as long as they don’t reach more than 35% of nation’s TV homes extended the term of broadcast licenses to
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