Media Image-Shaping Research Against The Background Of Media Power And Interests

Media image is the quality for media to attract the audience's attention in the form of social interaction, and the audience's impressed collection of media organizations. Media image is the social characteristics of media symbol. They are three different concepts for media brands, media role and media image. From a macro point of view, the media image can be divided into internal and external image, which is within the main of the media staff image and the external image including media products image, the economic image and the social image. There are main five standards for construction media image: credibility standards, affinity standards, influence standards, the dissemination of standards and economic efficiency standards.The existence of the media power have been an indisputable fact in the media scholars, the writer quoted Schramm's view, analysis the media power from the angle of the media function and pointed out that in the modern context of the era of mass media, the power limits of the mass media use. However, the media power expansion led to the media hegemony, it has penetrated into the media production of information, dissemination of information and feedback of all aspects of the practice. Under the market economy conditions, the media market, industrialization, the trend has become increasingly obvious enterprises, the media pursuit economic efficiency excessive, rent-seeking news of the trend, consumer awareness and effective distribution, the emergence of these phenomena will lead to imbalances of economic efficiency and social efficiency, thus affecting the media image shape.Media power and interests will produce both positive and negative aspects effects for media image. If the media chasing the interests and using power rationally, that will have a positive impact on the media image. First of all, media power and interests can contribute to the continuous improvement of overall strength, including the availability of information resources increased, financial strength increased, the spread of technology and equipment update. Second, the media power and interests are beneficial to enhance the media's social influence and increase the issuance of newspapers, television ratings, and so on. Third, the media power and interests can contribute to the growing contingent of qualified personnel. Conversely, if the media abuse of power over and chase economic interests, will lead to convergence of media products and generalization, the press contingent moral loss, a sharp decline in media credibility, will have a negative impact on the media image. The focus of this paper is to explore how to balance the media power and interests to create a good media image, base on the former construction on the media image of the standard, the writer propose four strategy: To improve the quality of employees, balance the media power and interests; to follow the news law, and shape the media product image; to enhance awareness of brand management, and shape the media economy image; to strengthen the sense of social responsibility, and shape the media community image, also through Dalian Television《Emotion Impress Heart Impress》analysis its experience in the media image of community shaping.