On The Changes Of Mass Media In The New Period Of Our Country

Audience is an important concept in mass media. In a quite few years of the contemporary era, the news media had been the tool of the agitprop and class struggle. Audience was always in the subordinate position. With the change of time and the development of media, the status and effect of audience becomes more and more important in the activities of medium communication since the new period. After experiencing the transformation from the disregarding object at mercy of the media to the subjectivity been admitted and to be regarded as God, the concept of mass media communication has a great change which is from the trend of transmitter-oriented to the trend of receiver-oriented. At the same time, with the establishment of market economy system and the enhancement of news industry competition, the concept of mass media communication appears some deviations during the transformation mentioned above.This paper will try to find and show the change process of mass media concept in the new period from the evolution course of media and some important history affairs. The paper includes five parts:The first part is preface, which introduces the current survey for the audience and the audience's position research of home and abroad, the scholars' discourse about them and the purpose of this thesis.Part II divides the transformation of audience concept of new period into two phases by means of describing the history affairs, namely transmitter-oriented phase and receiver-oriented phase. Meanwhile it interprets the representation and characters of the two phases respectively.Part III analyzes the reasons which lead to the changes of audience view in mass media. Altogether, the transformation of mass media concept is in accord with the modernization course of our country.Part IV discusses the existent problems under the market economysystem, and presents several suggestions in order to prevent mass media concept from going astray.Lastly the author brings forward a new development view of mass media namely human-based, which aims to harmonize the relationship between media and audience, to close up the distance of the two main bodies, to strengthen the sustaining intercourse of them.