Media Taste Research

Nowadays media communication is transforming from information communication to taste communication. It is time for information communication and taste communication to accrete, coexist and interact with each other. In media communication, information communication refers to its directness, determinacy, purposiveness and functionality, while taste transmission refers to indirectness, implicity, procedural and non-utilitarian. Media taste is the product and token of the taste communication.Media taste, defined in this paper, is a spiritual interest with three features: collectivity, universality and stylization, which is generated by the communicators, appreciated by the audience and affected by the media form. Media taste is the product of interactions among the information senders, media and the audience, hence the dynamic construction of media taste is inter-subjectivity, which is involved in the perspectives of alternative affiliation, independency equality and communicable comprehension. Empathy, signalization and sensitization constitute inner creative mechanism which mainly relates with the process of producing, displaying and accepting of media taste.There are complex relations between media taste and those, changes of media vehicles, special structures of time and space and status of social stratification. Transformations of media forms bring media taste some flowing changes, from concentration to separation, then to sense bias and multi-interaction. The presentation of mediated-time and expansion of timed-media not only show complex relationships between media and time in the modern society, but also constitute the generation of the media taste based on time structure. The media taste is imaginative and fictitious in the space of media geography, which is characterized by integration and stratification. As the reflection and result of social stratification, media taste has the function of segment in social status.The media taste, which has significant meaning to the innovation development of contemporary media, contains special economic, cultural and social value. Media taste, as one of the core resources and competitiveness of media management strategy is an important measure of the position of media, and a vital element to create, spread and extend the media brand. Under the background of experience economy, the experience of the media taste, community effect and generative mechanism of audience interaction, constitute the dynamic resources of media thinking innovation.Homeostasis is the radical principle for the harmony of the ecology in media taste. The communication of media taste in modern society is very remarkable, because the elements of media taste inter-subjectivity have their subjective bias. Media spectacles, the Mcdonaldization of the media, morbid fashion, and the netizens' noise are showing the unhealthy phenomena of media taste dissimilation in different form of taste subjective bias.Reinforcing the conscious of media responsibility and orientation will do benefit to improve the media taste. The mass media, as specialized communication organization for information production and communication, not only substantially manufacture, copy and communicate information, but also intensively reflect, produce and express media taste. Mass media should be the gatekeeper of the taste information, the designer of the taste agenda, and the constructor of taste environment.