On The Construction And Alienation By The Contemporary Media To Audience Subject

In contemporary philosophy is a tremendous impact on the communication theory, its impact is usually through the intermediary of sociology. As we all know, the subjective philosophy in the history of Western philosophy has a long historical background. From ancient ontology to modern epistemology, all mean that the concept of the various entities -- subject. The subject gives meaning and value of human existence.Despite the introduction of our communications for 20 years, but for various reasons, we use the philosophy of subject theoretical perspectives of care is very weak. The media should be further strengthened academic conscious and rational study of the project. It is the starting point, I choose this topic. This article will start Althusser's theory of ideology, according to Lacan's mirror theory, discuss the media how to build subject. Secondly, this will involve, in our present society, constructed by the media as well as the difficulties encountered by subject measure out of this dilemma.Part 1 Althusser's Theory of IdeologyThe sixties and the seventies of the 20th century, Althusser attempt to combine structuralist and Marxism, founded his theory of ideology. Althusser from the "reproduction" to discuss the issue of ideology, therefore, ideology plays an important role in "relations of production reproduction" .First, the distinction between the state Althusser, "the national government and state machinery" that may be subverting state power. But can the state machinery has always existed; Second, the state machinery, can be divided into "compulsory state machinery and ideological state apparatus" and points out, such as religion, education, family law, politics, the media and other state machinery ideology is not mandatory. First, and their main function is to use ideology to play their role, followed by the use of ideological means.In Althusser, the ideology is the main function to interpellate the individual as subject. Interpellation refers to the original Belle in Parliament to question Cabinet ministers. Althusser spent our lives even to understand the examples. In the street or at the door on the call, once recognition of his personal calls, the main characteristics are both established. its status as the mainstay, has been called in as the "subject" of the name.Part 2 The Media How to Construct SubjectJohn Fisk said, Althusser attached great importance to the word "discourse", calling it "interpellation". And linguists have said that the word "means" broadly similar. These two terms refer to the fact that words are necessarily subject to the speaker and the relationship between words. Such interpersonal inevitable part of a broader social relations. Interpellation refers to the use of words "invited" by the way, then. We react to it, and we recognize the recipient targets, the acquiescence of the words "we". In other words, we are prepared to accept the words of the subjective position.Pecheux had a interdiscourse concept. The concept put text / subject relationship to multiple text / multiple subject relationship. So, look at the media to the subject building, it is not viewed in isolation static, but combining text / subject moment of the concrete.According to Althusser's viewpoint, ideology turns human into subject. We mistakenly believe that their own ideology and self-determination of the agent. In fact, by the above analysis we see that is the subject construct by the social and psychological factors. We watched a television advertising campaign shoes, we believe that we had become a consumer subject with consumer desires. This is the ideology of advertising effects, not so much because of the specific content and form, In this way we can say that we interpellated his ability. This also can represent the effects of the ideology of the media.Specific to the media, through building knowledge is the formation of social norms that reflect social values, shaping social consensus and legitimacy of this right three points to complete the subject structure.Part 3 Contemporary Media on the Subject AlienationThe mainstream ideology constructs the social members to social subject. With the media being developed increasingly today, Althusser structure in the analysis of the ideology that the media increasingly powerful ideological state apparatus. Construction on the social subject, their more prominent role and its drawbacks are gradually exposed. The main object -- as a subject anti - which has been the object of domination. Frankfurt School of Critical Theory is the view of the media representatives. They believe that capital controls the media, and use them to achieve maximum profits, and maintain social control. Marcuse pointed out that the use of the media and the public sphere "single language" played a curb and ideological functions. Affluent society by virtue of the mass media to get people to the pervasive deep eliminating the ideological and cultural subversion and change the status quo.To treat others as objects -- Kant said that our purpose is not the tools used to achieve other aims. Each one of us is the principal should not be treated as objects. But so were transported in the media, audience and market, as consumers look at when more infiltration of sex discrimination, racial discrimination and other problems. In the final analysis, we treat others as objects rather than another subject in concept.In short, human nature can not be the main subject with the idea. The main issues of contemporary human nature, human need on the main efforts to resolve. Marcuse said that human subjectivity out of the predicament, obviously not relying on scientific Marxism, and to rely on humanism. Unusual : the main strategy to improve the plight of the settlement itself, improve the natural and social environment, to further improve people-to-people relations. Specific to the mass media and subject constructed by the media, to make it out of its predicament. The main audience need to improve the ability to accept information and improve communication environment,further improve the dissemination of the relationship between the main subject and audience.