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Rendering consumption , media bill

Author: XuYuWen
Tutor: LiQingLin
School: Shaanxi Normal University
Course: Journalism
Keywords: Consumption Media Characterization
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 66
Quote: 0
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Abstract

Since the 1980s, the media market, liberalization, commercialization and deregulation reforms swept Europe and the United States, all of this means that European and American media management in the public interest by the general guiding ideology inclined to commercial interests. In the new historical circumstances, the media is understood as mere \Public interest has also been interpreted as \In a considerable sense, the mass media is the consumer society and consumerism promoter, builders and accomplices. As a mass communication tool, how the media face the impact of consumerism and respond, as well as macro-control of what adjustments should be made for other issues caused great controversy, that some scholars believe that \social and cultural development in the center of the process of media consumption as a prerequisite. \Media Industry in China by a single cause attribute to both the dual properties of industrial property has its profound social changes in background. Ways it is the transformation of China's own development needs of the media industry, on the other hand it is also the transformation of China's market economy inevitable result. This article discusses the phenomenon of consumerism of the media in the three characterization: The first layer is the consumption of content, and the second layer is the consumer, and the third layer is the consumer audience. Media market and mass consumption culture has to divine effect, it changed the media before the lofty otherworldly appearance, the audience closer to the beginning of the life, and the release of human desires, concerns worldly life, it makes life beautiful. Especially in the beginning of the new era, secular media and consumer culture in the objective will undoubtedly have resisted previous leftist ideology, critical progressive, with advancing political and cultural diversity, and promote positive historical significance of the democratization process . However, the mass consumer culture \This analysis of the media in line with the status quo. China's media market direction and management steps are government-led, which determines the Chinese media is not taking full sense of the market-oriented path, the media has been in the government, the market and the public to maintain a balance between carefully. Media consumption tendencies so that the audience in a state of unconscious consumption of both media, but also \It is the poor material of the past, the spirit of the era of a progressive twist, but also in today's open and stable social environment and the relative abundance of material life reflected. Apparently, the Government manage the media and the mainstream ideology of absolute dominance, but in fact, the media is more strongly condescension and cater to the market. Today Chinese media is in a dilemma: on the one hand, forced the media to their own development needs and spread the pressures of globalization, the media can not take the market-oriented path; the other hand, as mentioned above: the media market, consumer culture and inevitably bring all sorts of negative effects to the media. In order to avoid the negative effects of the media market, rely solely on media self-regulation, public oversight power is very limited. Suitable government intervention are reasonable, but the key question is how the Government intervention, the intervention to what extent it can prevent the media \is not desirable. This is left to us to think about a problem.

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