Study On The Phenomenon Of "Media Colonization" For The Diffusion Of Values In The Mediatization Of Chinese Society

After thirty years of reforming and opening-up,the social structure in China has profoundly transformed from integrity to differentiation caused by the system changes. As an important representation of society transformation, the diversified social values in change and alternation are immediately shaping the current media reporting tactics in diffusing social values, discourse politics and media mirror, etc.Due to the dual driven attributes of media industry in China as well as the inherent tension in the mediatization society, the media, in the time of transformation, has the trend of penetration, infiltration and expanding,or even replacing or dominating the original rules and functions of the other social fields such as politics, economics, laws and culture.As a result, the phenomenon of "media colonization" appears.Confronting the increasing differentiation of social values, the media has the responsibility to provide a unified purpose of social value for the state and society, and to play a role in social integration so as to achieve the embedding of media in the society. On the other hand, it needs to adapt the differentiation and diverse social reality,to provide the information services for the appeal and conflict interpretation, in the meantime, to take the advantage of value subjectivity in shaping public opinion as systematic formation channels and construction of public sphere in modern society, which helps media "jump out" of society. Therefore, the key problem for us to concern is, what's the real appearance of "media colonization" phenomenon for the diffusion of social values in the mediated society when there's a realistic necessity in the social value integration and multiple public appeal?Based on the above question, this dissertation attempts to investigate the "media colonization" phenomenon in the transformation of China in the view of values diffusion in the mediatization society. Specifically, the study will present the external form of "media colonization", such as the text representation, industrial image and myth of audience on the one hand; On the other hand, the identification of the internal characters of "media colonization"phenomenon, such as invisible writing of colonial values, expression field and propagation behaviors. Thus, adopted case study and critical analysis as the analytical approach, the article, taking "media colonization" phenomenon as the research object as well as sampling the values of practice in the field of communication in China, focuses on the possibility and logic of multiple values spread in social discourse space, the different value systems of media colonization phenomenon, the struggle and the cooperation as well as the conflict and fusion between different value subject, and some other reality situation to do some exploration and analysis.Through case analysis on the reports of "old man who felled without helping", network news comments, TV man-on-the-street interviews activities, as the preliminary study of specific cases, this study found that the "media colonization" phenomenon definitely exists in the values diffusion practice for our national media, and intensified with time. Essencially,"media colonization" is the value dominated and colonize by media. In "media colonization" phenomenon, the media colonized values, which is an all-round and multi-level activity:from newspaper news text representation, network news postings industry mirror to TV street interviews; From invisibility written form, and the expression field of values to "visualization" landscape; From the "blackmail" and "be blackmail" story, netizen values expression of social stratification "god replies" in TV street interview, and so on. It is believed that "media colonization" phenomenon has become the transformation of social values and a media or society spectacle which under the multiple ecological landscape,on the one hand,"media colonization" has been doing well on the values of "social expression", anyhow, there are also some weaken interprets in value conflict, lacking of media publicity values and myth dissimilation phenomenon, which extremely need to avoid.Furthermore,"media colonization" is not only a kind of media power, but also a kind of social power, which inevitably influenced by the social and media dual transformation and its values reconstructed. Chinese media should transcend the colonization, jumping out from single perspective of state power, to achieve from the power of the media to media power according to the law and fulfill social responsibility to the exercise of power, and achieve the goal of realizing the power of the media to media rights.Finally, this dissertation focuses on the differentiation, integration and reconstruction of the value system in the process of public opinion support and value orientation, and provides some reference in current mediated Chinese society's value diffusion practice,by sticking to the "media colonization" phenomenon and by taking efforts to reflect construction under the premise of social values. First of all, facing to the increasing "media colonization" phenomenon, we should not ignore or simply demonizing it; Secondly, we should construct "our values" with the guide of social core values to control and regulate "media colonization" phenomenon. Thirdly, it is imperative to think over the existence of the myths of "media colonization" phenomenon and its negative effect, and try to find ways to establish a balance between "media colonization" and media publicity, and to overcome the short board of media publicity values.It's also necessary to reconstruct journalists' values in media field for realizing the media for the reconstruction of the social values diffusion strategy, and achieve the goal of "elegant survival" for China's media by integrating into the modernization society in further!...