Potential Meaning In The Social Role Of The Public Obtain Of The Mass Media

On the one hand, the role represents public's status, identity, rights and obligations in the society, on the other hand, it is the behavioral foundations of social groups. Role's key elements such as norm and expectation of the society ,etc., are not merely influencing the member individual's role behavior directly, it also has important meanings in the social development of member's colony.Since the end of last century, our country is in the transition period of social development, especially with social energetical promotion of reform in recent years, the impact of multiculturalism and the social division of labor changes make social role that the public bear more and more complicated and changeable. The birth of the new role needs brand-new role's knowledge, the disappearance of the old role needs individuals to change one's own role's cognition, to appear role knowledge and role playing ability in individual put forward high requirement alternately multiple role. So, the public faces more role conflicts , vast and hazy and puzzled in social communication.According to the " cultivation analysis " theory of interpretation of the long-term acceptance of the mass media audience, the mainstream media convergence with the view. In modern society, especially social transition, members of the mass media is an important way of understanding the role of social access.This article aims to analyse compared to the traditional institutions of socialization, the role of the mass media to influence members of the unique ways and certain regularity features. Since varying levels of public access to the media, we can be divided into direct contact with the public media and non-direct contact with the public media types. Whether direct contact media information dissemination, the mass media decided cognitive roles of the different characteristics affect the public.For direct contact with the public media, the media establishment and adoption of the agenda first major social issues reports, community groups and...