A Study On The Media Character From The Perspective Of Urban Culture

This thesis pays a special attention to the relationship between Urban Culture and Media Character.Before all, I define the conception of" Media Character":Media Character manifest itself in the form of the atitude to media enviorment and the relevant communication actions. It is stable and can be measured by observing communication actions; Then,on the theoretical basis of Media Ecology, Geography of Media, a hypotheses is raised that urban culture exert impact on the formation of media characters; In order to prove thus hypothese, I choose medias of Beijing, Shanghai and Guangzhou as samples to conduct quantitative study and content anylasis, especially compare the layout, local news, news types, headlines and homologous news of sample newspapers and TV shows of channels, thereby obtaining the primary result that the relationship beween media character and urban culture is corresponding and projectioning; Thirdly, I put media character in a longer time period and wider range, and conduct further qualitative studies. Fourthly, reasoning from particulars to generals, form the mould of how urban culture influnt media character, that is "Person-based Acculturation"; At last,some suggestions and advice to managers of media are presented.