Factors Influencing Society's Media Construction

In the age of mass communication, the relationship between media andsocial reality has been a focus to the philosophers, social scientists andcommunication scholars. The paper argues that nowadays,the mass media growswell,and the process media construct social reality is affected by various factors,not determined by one factor alone as some scholars believe. The most importantfactors are media organizations, media technology and audience. They have impact onthe progress from different levels, in different degrees and ultimately determine thesocial "true image" that people perceive. This article will analyse the relationshipbetween these factors and the construction of social reality and how they affect theconstruction progress in details. So as to provide the basis of revealing the socialreality’s substance and a correct understanding of the role of the mass media incontemporary society.The paper explains the impact that media have on social reality from three aspects:the objective professional regulation of media organizations, social consensus andvalue judgments of media practitioners, media organizations who provide services forthe ruling power, and regulation of media industry rules, the role of mediapractitioners’ personal value judgments, and media institutions’ effect as ideologicalimplementation tools;Elaborate the role of the media technology development from a technical point ofview. Firstly, discuss how to understand the impact of technology on social realityconstruction as well as the whole dissemination activities. Technology should belinked with the other parts of the social cultural and the impact to understand shouldbe surrounded by practical activities and social relations."Technological determinsm" is opposed in this article. Also, analyse characteristics of the new media technologyas well as the effect made by information and the virtual reality on how the mediaconstruct social reality. So as to reveal characteristics of the new media technology,which is represented by IT technology in communication, and the change of people’sunderstanding of reality. All the above will provide foundation for the analysis of network media.As "active audience", people are likely to interpret the text of media for their ownneeds. They are not decided one-way. Hall’s "decoding mode" theory is referred toanalyze how the audience interpret the social reality.From two aspects——"true death" and "entertainment to death”,the article alsodiscusses characteristics of media’s construction and the problems it will lead to in theera of network Transmission. Finally, the article summarizes the inspiration andreflection which are brought by the above analysis. The analysis will help to shapeand nurture the "rational citizens", as well as regulate the mass communication mediathrough technology. Thus, harmonious, healthy communication environment willcome true.