Media Image System Theory

Like a Chinese saying goes,"Competent being recognized, therefore competent, even really uncompetitive; Uncompetitive being recognized, therefore uncompetitive, even really competent."The meaning behind it is that people make decisions not by the real existence but by the information they get about it. In other words, the image of things is much more important than the original things.Media image which was a less-known conception years ago is accepted widely now by the academic circle, this is not only the effort of scholars, but also the need of practice.Nowadays, media image is extremely important for the mass media organization. The key to win in the competition not only by what you did before or what you doing now, but also by the thing people expect you will do. The media image is a kind of power in extending history; bearing the present and predicting the future.Today, media image is extraordinary important for the people or the things reproduced by the mass media organization. Not only"people who cannot catch people's eyes are doomed to fail"but also"how can catch people's eyes"and"catch people's eyes what"will equally decide the success or failure.Undoubtedly, media image not only influence the main body of the development of the media image, but also of the whole society.The"media image system"is first assumed in this thesis. The connotation of the media image system and its cognition is analyzed."The image of media"and"the image on the media"are connected therefore. Thus, mass media research is expanded. The study on the image of mass media organizations not the image of people or things that represented by the media was stressed in the past.The connotation of media image system. The"media image system"is the sum of people's cognition information for the mass media organization themselves and the representations by the media. The media image system can be seen as an OCGS(open complex giant system). At last, the cognition feature of the media image system is analyzed.The structure and functions of media image system. The media image system can be divided into"media image system of communicator"and"media image system of communicated". The external and internal structure, the relationships between media image system and nation image system are analyzed. Also, the modal of the relationship between them is constructed. The function of media image system is researched and the conclusion is that the image is a key factor in the media competitions.Media image system of communicator. This system is consisted of people's image factors, objects'image factors, process image factors, relationships image factors, spirituality image factors and secondary organization image factors. The three factors that influence media image system of communicator are the mass media organizations, environment and the crowd. The problems of media image construction in the present are given on the basis of the study in the past.Media image system of communicated. This system can be divided into initiative image, partly initiative image and passively image. The concept of"media non-thophoria"is given and the influence and media upward view effect, media competitively thophoria effect and media overhead view effect are analyzed.