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Since the emergence of the media to subvert the traditional top-down mass media indoctrination - to accept the \communicator. Individuals in the process of production and dissemination of social information into the passive position, unprecedented the dominant position in the production and exchange of social information, digestion of the primary and secondary of the other points up and down, creating a new mode of transmission. From the media three distinctive features: a main from the media, the general public rather than professional media organizations; Second, digital technology and network technology for technical support; Third, to achieve the platform to third-party professional website. With the rapid development of information technology and digital media, since its forms and manifestations of the media channels are increasingly rich, blog, microblogging, Digg, wikis, podcasts, shoot-off, personal home page, BBS, E-mail, as well as to QQ , MSN instant messaging tools are all representatives from the media areas. Firstly, what is the answer from the media, from the media and related definitions, interpretation and comparative approach highlights since the characteristics of the media is different from traditional mass media. As McLuhan: \lifestyle have a groundbreaking significance. 2002 marks the birth of the Chinese blog network blog bud in China, the paper of this historic event as the first step in the development in China since the media After less than a decade, since the media made in China remarkable development, blog, podcasts, microblogging and other kinds of self-media users are showing explosive growth, its influence gradually in all areas of political, economic and cultural penetration. In this paper, since the media in the course of development of China as the study sample favor through a series of in-depth analysis of the Self-media phenomenon, first affirmed the positive impact on Chinese society since the media, stressed that since the media to promote the development of the democratic process in our country; maintenance of social fairness and justice; promote the reform of the traditional media, optimized media environment; promote economic development to some extent; and has had a positive impact on a wide audience. However, due to China's national conditions, cultural traditions, media management system are very different from the United States, political blog in the United States play a huge social function, the \China is popular, and promote self-media popularity. Volkswagen big carnival in the release of the right to speak, to form a unique grassroots culture since the media, kitsch was rampant, and others, and information increasingly fragmented cultural issues has brought a lot of negative impact to the community. Challenge social integrity, the impact of the moral bottom line, frequently caused by the violations, bad information to mislead the audience ... these breeding since the media can not be ignored. Finally, attributed the reasons that lead to all kinds of cultural issues from the media, and few practical countermeasures expectations through the coercive power of the government, of effective self-regulation of the media industry, community supervision force with celebrities influence effective combination together to resolve from adverse media development, promote the healthy development, since the media to create greater value for our life.
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