An Analysis On Mass Media Power

Nowadays the mass media exists not only as an information communication institution but also a reconstructive power. It has formed a strong dominating force, which is changing people's view of the world; deeply influence people's modes of conduct and the ideology of the whole society.It's the abuse of media power and the media alienation phenomena that prompt us to think about the problem of media power deeply. The article makes a specific analysis of the media processing's main procedures and reveals that, in fact, the media power exists as an adherent power. The scope and depth that the information collection can get are limited by kinds of social institutions and cultures. The text's construction depends on the media technologies and communication signs, and is affected by the audience's expectation. As to the audience, they are not completely controlled by the media power passively. In the course of selecting and consuming the media products and interpreting the media text, the audience show their own power. Because of this, the audience should be taken as the key factor to balance the media power. According to these analyses, we can draw a conclusion that the phenomena of media power are the combinations of the power's media and the media's power. It's on this term that the article tries to point out some effective ways to standardize the media power in our country rationally.