Medium: One Yuan National Will Vs. Plural Society Demands

Since the Reform and Opening up, China is experiencing the changes from integral social structure to differential social structure by system reform. Specifically, this includes the differentiation of social resources, social classes and social values. Furthermore, the three aspects above have brought urgent and brand-new time mission to Chinese mass media directly since then.In view of the dual attributes of mass media, that is the ideological attribute and product attribute, the Chinese media under social transition is facing two important tasks:to implement the unified national will and to satisfy the diverse social needs. Among these, the ideological attribute requests the media must provide unified social value and action target to the nation and society while the product attribute requests the media must provide adaptive information services to the differential social needs. Then, an obvious question is that what kind of the Chinese media expression ever showing when the unified national will and the diverse social needs must be realized at the same time?Based on the above, this article attempts to get a realistic reflection on media expression of multiple interest subjects under transitional China from the fact judgment and the value judgment. Specifically, on the one hand, to distinguish the external media expression space while on the other hand, to analyze the inner media expression rule. Thus, this article bases on the case study and critical research as the main research methods, takes the real estate report of People’s Daily as the research object and research sample, selects the period from1998to2008which represents the climax period of Chinese real estate industry development as the research time span, in order to answer the questions above.Through a systematical analysis of media expression of real estate report, among which the government will, capital will and social will is the representative of multiple interest subjects, this article gets a conclusion that the imbalance between the powerful interest groups and the disadvantaged interest group in real society also reflects in the mass media which is showing a multiple media expression form by strong will of strong expression, strong will of weak expression, weak will of strong expression, and weak will of weak expression.This article argues that during the eleven years from1998to2008, the People’s Daily as the representative of multiple interests" expression of media has been experiencing an external and inner discourse transformation from the unified interest expression as the main body to the reality that the unified interest expression is dominant but the multiple interests is the main.Therefore, this article put forward several points of "abstract rules" as reference for the multiple interests’ expression of media in the end, namely the dialectic relationship between "pluralistic interests" and "political integration", the "degree" of media expression and the justice as a medium for media expression, in order to make a reasonable value judgment and practice guidance to the present subject, mechanism and purpose of the multiple interests’ expression of media.