The Phenomenon Of Media' Intent-watch In Media's Pseudo-Event

With the rapid development of the mass media such as newspaper, magazine, broadcasting, television, network etc., media becomes stronger and stronger, permeating into various living field, and has a great influence on political environment, economic development, living mode, thinking method, value ideas, cultural structure and spiritual life and so on. The mass media becomes a kind of power that controls social will. It orientates public opinion, trend of social thoughts, and becomes a generalized form of power. The west looks upon media as"the fourth power"equivalent to administration, legislation and justice. It implicates the controlling powder on individual or society.A characteristic of the modern society is gradually vague between public and private spheres. In Habermas'public sphere theory, public sphere is a space between government and society, which may alleviate social contradiction and provide interactive platform. The mass media is a leading power constructing public space. Publization of private sphere is a core content in this study, which implies departure state between public and private spheres, and represents a private interest that the public pay close attention to the public problems in the social life, for example,《Chinese Business Morning View》leads to the rich's private sphere at which the public opinions threw their views. However, the private living quality is inevitably influenced because the private life is revealed in the public life. In a consequence, the public attention shifts correspondingly.The excessive publization of the private sphere is shown in media as that the people desalt the public role of the public figure, and are very interested in their privacy. Because the invasion degree and extent of the highly-developed media on private life become deep and extensive, it is very difficult that the private life escapes from the public attention. Not only does the developed media have a great influence on the people's view on the public problems, but also the marketization and large-scale developments make media increasingly show a direct interfering and influence on the private living, such as interest, hobby, aesthetics, even as everyday life. It may be thought that media dominates the private sphere.The information of the dissemination media organization in 80's quickened the step of commercialization of Chinese dissemination media. The mass media puts great emphasis on economic benefit. Media's intent-watch becomes a general phenomenon. Brewing"Media's pseudo-event"is an innovation in news report and a valid way that the news media leads public opinion, participates in social life and portrays media. However, the result is not ideal and shows a downside effect. The function and power of dissemination media are out of tune, which deviates from the trust of the public on the dissemination media. It is very important and significant that the excessive expansion and abusing of the media power is worrying the society. Thus, the analysis and discussion on news ethics must seriously balance all kinds of interest and value, and reasonably use the public media power. With the development of market economy, our society has widened the gap between the rich and the poor which in the media have been increasingly voluminous staggered. Talking about the life of the rich and wealthy, as some media reports as the focus, the paper taking a peasant of Jilin experience for example to show that media information could not only provide an open platform for publicizing the incident of private nature, but also played a role of watching the individuals intently and infringing the social private sphere. Based on the dual perspectives of sociology and communications, this paper provides an analysis on the typical Media's pseudo-event. We can make the question more clear by taking sociological theories to explain the phenomenon and promoting the concept of Communication to the analysis of Sociological Theory. The media's pseudo-event have been produced for a long time .Its positive significance is expected to be meet the needs of the community interest, it is no need to have a deeper study also. Firstly, the paper makes an analysis on the core concept then defines its contents. Secondly, reviewing the literature which involving phenomenon of being watched intently by media and media's pseudo-event and media power and private sphere and the recreative trend of news. Sociological Theory and Communication Theory are closely linked to each other, we can expansion of the theoretical background by mix them together as an organism.We live in the era with the mass media highly developed, the media likes a pair of eyes which with power in it watches our life. The mass media Is not only a resource of power, a power words booster, a main form to shape our social life, but also a key way of gaining popularity and significant influence in our life. Some people who work in the media regard the media as god who can put the authority into the private sphere to expose the private sphere to the public. It is a prominent defect that leading by the alienation of media power and the dysfunction of media.The forms of Modern political and economic life have more influence on private sphere. The convergence of popular culture and consumer culture are eroding the foundation of the cultural life of the individual."Public opinion"which is driven by commercial interests concern for private life increasingly makes the secrecy of private life becomes lost. This will greatly affect the quality of private life and distort the people's attention when the publicization of private spheres, make the life of private exposed to the public increasingly. The reason which to make the phenomenon of media'intent-watch is the excessive pursuit of commercial interests by the media which lead to the news become recreative. With the view of The function of news dissemination, entertainment news is the alienation of traditional entertainment function that provide by the media: It reinforces the whole entertainment media in the news, enhanced the value of human kindness, fun factor. So it has distorted the news and entertainment functions in the first place.But the media is not the plague raging in various fields, but a sharp double-edged sword. The mass media played a role of intermediary field which promote theinteraction between civil society and the country, it is conducive to social stability.The real crux of the problem lies in China's modernization between the state and society did not form a healthy development of modern structures, society has been unable to form an independent, autonomous public sphere. With the establishment of a market economy, an independent civil society in the field of economic grow and gradually improve, but to develop a mature and effective public sphere and become an interactive intermediary between countries and social still needs a long way to go. We must seek to establish a public sphere between the state and individuals, and in the process of building new public character, media provides a public sphere just like what Habermas said. In this sphere, cultural heritage and development of modern democracy are promoted. Individual citizens contributed to the building of modern political values and political personality of the mold. The media has impact on the maintenance and changes of political system. Thus in a period of social transition, with the process the building of public character, the media is an indispensable strength. To some extent, the media fills the vacancy of the public character. So, ways to guide and treat the Chinese media correctly, to establish a supervising the self- supervising monitoring mechanism can help media seek advantages and avoid disadvantages. This paper presents four dimensions that the media themselves, the government, law, the audience to find effective ways to nurture a democratic, free, open and compatible media.