The Social Differentiation Of Audience And Reconstruction Of Social Identity

In recent years, with China's rapid economic and social development, the differentiation of social structure is accelerating, social openness and the inherent vitality is speeding up, which, however, also led to the confusion and disagreement in value identity among social members, and even can adversely affect the harmonious social relationships and the promotion of social cohesion. This study will focus on the social identity of the rapidly differentiating social interest groups to explore how the television media play an important role in the reconstruction of social identity. In the empirical research, the author used a "mixed research design" pattern, which comprises the questionnaires, interviews and case study program. In the theoretical analysis, the author draws on the theoretical study of Western television audiences, analysis the "coding - decoding" interaction between television media and the audiences, proves that in the process of identity construction, the audiences are initiative and constructive in the interpretation process of the media information.The study found that different occupational groups are inconsistencies with their status in the dimensions of income, power and prestige, so their identities are lost; there are some differences in contact with the television: the watching habit , satisfaction, the evaluation and trust of television content. These differences eventually led to some of the difference values in the sense of social belonging, which shows in individual self-interest and public awareness of concepts. At the same time, facing the rapid differentiation of television audience, TV shows morphological has changed a lot, although there is a tendency of over-entertainment that causes the lost of values, program creators also sought through various means in the creation of fiction and reality programs to guide the audience's recognition and reconstruction of social identity.Based on the findings, and combine with the current media culture and the vacuum and chaotic reality in the field of value recognition, the authors further emphasized the role of TV media should play to re-identification the value of members in the new period. This role is mainly embodied that television, as a "cultural forum", should promote the social subject to negotiate and gradually form a consensus on the platform. It is in this sense, TV has played an important role in constructing the values of the audience .