The Audiences’ Media Dependency In The New Media Environment

Media system dependency refers to the audience due to the irrational use of media in the new media environment a strong sense of continued demand and rely on a sense of psychological and behavioral symptoms.This dependence disrupt the new media environment, consisting of the audience, media,social media system. This dependence results in a series of questions, such as audiences addicted to the virtual world escaping from the reality, the digestion of the traditional culture of the community and malformations of new media.Starting from the Theory of Frankfurt School and North America Ecology School, this paper focuses on the media system dependency theory from the scientists Bauer Luoji Qi, and De Fule in the United States.First,the essay discusses the status of the development of new media and the audience dependency in the new media ecology. And then from several elements:communication mainpart, communication content, communication meia and communication target, the paper analyzes the reasons of the media decency of audiences in the new media ecology.Next the essay discuss that the audience dependency on new medias brings out the harm to three aspects:audience systems,media systems and societal systems. Finally, from four points of view:idea,society, media and audiences, some feasible intervention models and means are put forward to make the audience remain rational and calm when new medias are sweeping every corner of the living. Besides it leads the audience to make better use of new media technologies, to guide them to get rid of the new media dependence excessively and actively promote a healthy and efficient way of life.