Study Of Older Media Reports And The Elderly Audience

China is stepping into the aged society quickly now. The old people is becoming an unneglectable social force and a comsumption group in this society nowadays. This paper wants to find out how the old people get the useful information to enrich their lives through the media when the old people was surrounded by the Mass Communication Media. And the media should attach importance and dig up the resources that the old people possesses. Also it should build the harmonious relationship with the old people.In order the acquaint with the complexion of how the old people get contact with and use the media, the penman made a face to face interview with 150 old people in Jinan Shandong Province and Jinhua Zhejiang Province on May 27.28.29 ,2005. The opportunity and the frequency of the old people get in touch with the media is much higher than the young people. And the process also represents four characteristics. The old people cost more time and are more faithful to the meida. They also pay more attention to the news and they are more compatible.The reporter analyzes and illustrates some outstanding reports about the old people and the contents which are related to the old people in the traditional and the new media, such as the old people newspaper, the party newspaper, the metropolis newspaper, the broadcasts, the television and the internet. The penman found out that the rate of reports that are related to the old people is much lower than the percentage of old peole in whole society. And the content of the report is deviated from the interest of the old people. We can study from the forign Mass Communication Media when reporting on the old people.The penman considers that this phenomenon may has something to do with the negative attitude of the media when facing the aging crisis. The old people and the media are in the same media ecosystem. They have mutual acting force and driving force. In order to build a harmonious relationship with the old people, the media should manage the relationship between the two sides through changing their conception, understanding and programing. It should also innavate and consummate its production through broadcast channel and other aspects.