The Research Of The Behaviors And The Essence Of The Mass Media In China From The View Of Cultural Factor

Culture comes with languages, different times have different culture, and the social culture at the special period of time has formed its corresponding system of social discourse. When people, who have been affected by the culture of the time, use the discourse, also accept the rules of social orders and cultural patterns. The actions of system of social discourse on social subsist and development, and the rules of social orders and cultural patterns, all depend on the mass media. The mass media plays an important role in promulgating and accelerating people to accept times' discourse.The mass media and the audiences are part of wide culture and political background, culture and political background can accelerate or baffle the impact of the mass media. Social culture grows up with development of time, so the content and pattern of the mass communication must change with times' discourse formed by times' culture. Effect on productions of the mass media comes from many parts, such as political factor, economic factor, professional factor, and so on. This paper emphases that, the behavior and essence of the mass media affected by cultural factor.This paper sees over the impact of the mass media, which was coursed by the system of social discourse formed by mass culture in the present age in China; and also discusses the own phenomena of the mass media in the time of mass culture in China.This paper includes five chapters. The first chapter summarizes the phenomena of the public communication, which made by man in the traditional culture times; parse the impact of the elite culture affected on mass culture. In the time of traditional culture the elite culture held the dominion in the field of mass communication.Impact of culture on the mass communication behaves indirectly through the effect to man and society. Culture affects the mass media, and the mass media must reflect culture, to be the voice of a certain culture. As an important cultural view in modern times, mass culture is a pattern of culture, which comes from industrialization and growing of the mass media. So, mass cultures, modern times, and the mass media tie together tightly.In the first part of Chapter two, analyses the impact of the mass media in present age on social culture. In one hand, the development of science and technology in the field of the mass media construct a solid information space, which affects people's thought and behavior greatly, and accelerates and forms corresponding and own social culture. In other hand, civilization creates given cultures and environments of communications for the mass media. The word of mass communication, which grows in the special culture and environments of communications, makes for development of the mass media. The mass media, as the carrier of the mass culture, renew the life and energy in promulgating of mass culture.In Chapter three, dissertates the need of the mass media, which diffuses the mass culture. Part one explains, that part of China has already entered into mass society. Part two investigates the background, why mass culture born; and the history, how it develops. Then illuminates, globalization current of mass culture is a tide of the world culture in the present age. In Chapter four, forms the sight of humanism, writer sees about the communication of mass culture, which was promulgated by the mass media; and the comprehension, which people think must include a certain character of the age. So, it can explain the content and the pattern of the mass media, and the infection of time based on the cultural age. Chapter fivedissertates the mass media's character in mass culture; animadverts on that; decomposes and rebuilds the diffusion, which diffused by the mass media in mass society.