Research On "Media Event"

Such a phenomenon has existed in the practice of news and communication in all ages: media (itself or cooperating with others) produce "nonspontaneous events" by the ways like planning and arranging etc., or interfere in the happening objective event, in order to influence its original process and direction. This phenomenon has been conceptualized as "Media Event". In the field of practice, it is commonplace; while in the academic world, it's always "having the reality but no name" and lack of the systematic and in-depth study, which make explicit effect on the healthy development of news and communication theory and practice.Based on the above analysis, this study takes Media Event as the research object, centering around the issue "How Media Event realizes the remodification of traditional relationship of news production and communication", and makes a detailed exploration about how and why Media Event remodifies traditional relationship of news production and communication from "fact to media to reporting", guided by objective reporting ideas, to "media to fact to reporting", and its influences in numerous ways. To be specific, firstly from the ontology of Media Event and based on the prevenient research, this study clarifies and defines the concept, confining it within the double aspects of news reporting ideas and practice, and discusses "how" this new news production and communication relationship is presented. Secondly from the history of Media Event, in fact placing it in the history of news reporting, the paper answers the question "why" this news and communication phenomenon appears and brings about this news production and communication relationship. Thirdly, from the influences of Media Event, by reference to objective reporting ideas, this study analyzes in sequence these influences in terms of reporting practice, media management and control, and reporting ideas, to further explore how two aspects remodify themselves and coordinate to supplement, and perfect the system of news reporting ideas.Through a multiple-level study above, this study puts forward that: 1) As the present-and-absent,up-and-down phenomenon during the history of news reporting, Media Event has made the effect worthy of consideration, which is profoundly manifested in the ways of remodification of traditional relationship of news production and communication. 2) There are much limitations and shortages on objective reporting ideas along with the changing time and practice of news and communication, which to some extent also offers the opportunities for Media Event from a different angle. 3) Media Event should be dialectically analyzed and properly positioned. It has two sides: for one thing, its rational part should be clarified and absorbed, and "proper titles" should be given to it and make it known to people; for another thing, its irrational part should be severely criticized and abandoned, so as to promote the "sunlightized" and theorized Media Event in the news and communication practice. By this way, media can advance with the times and adapt to the need of practical development. 4) While developing the useful and discarding the useless of Media Event, objective reporting ideas should also be improved. Thus the two aspects complement each other for the purpose of structuring the new hierarchical and progressional system of news reporting ideas, therefore providing a feasible guideline to the development of news and communication practice in different eras.