The Imbalance Of Media Ecology And Adaptation

The basic structure of this paper includes proposing, analyzing and settling problems. It focuses on discussing the unbalance phenomenon of media ecology, causes for that unbalance and corresponding adjustments.The first part puts forward the phenomenon of the unbalance of media ecology. The following aspects are discussed in this part: media ecology is in disorder, and ferocious competition is intensifying; news-stirring has media be of bad taste; media ad consumerism are in a symbiotic relationship, and construct consume Utopia together; deceptive ads are flooding, and payoffs-aimed journalism is spreading; media supervising is lack of force, and is seriously absent, etc.The second part mainly analyzes causes for the unbalance of media ecology, and studies on the operation of attention economy, double-attributes of media, social responsibility theory and social marketing. Media economy being attention economy is the core topic in this part. Media is part of superstructure as well as information industry, and is of enterprise attribute and industry attribute. The two sides form a contradictory relationship. Confronting the awkward between attention economy operation and media's double attributes, media have to properly settle the relationship between social benefits and economic benefits, and carry on its social responsibility. Social marketing means that enterprise brings business operation into public fields, and applies social public benefits to push business service, so as to fulfill the harmonious and sustainable development among enterprise profits, consumers' benefits and social benefits. Social marketing provides a resolution for the adjustment of media ecology. A favorable mutual relationship among government, public service organizations, enterprises and media is nessary for social marketing to get a favorableecological system with forcefully support from governments, active participation from enterprises, regulation from public service organizations and integration and promotion from media.The third part is to discuss the adjustments of media ecology, including the program building of media social marketing and the variance of media ecology, etc. This part proposes the idea that media should pay special attention to the relationship with infector, consumer, competitor and interior staffs. Media should start to plan sustainable development of culture communication, and set agenda with pertinence, so as to carry out social marketing with all communication channels. The variance of media ecology refers to developing green communication, and seeking the co-existence of competition and cooperation; improving the information quality and constructing a new model for knowledge management; advocating professionalism and fighting against incitement and commercial lures; uniting enterprises to carry out the communication of PS ads; vigorously developing public opinion supervising and maintaining the harmony of social ecology, etc.