| In the 1990s of the 20th century, with the execution of the reform and open theory and the gradual constitution of the market economic system, not only the people's material life standard changed, but also the values have changed greatly for the impact of various cultures. Just as the prediction of Mcluhan's"Global Village", the communication distance is becoming shorter and shorter, the globalization of the economy and culture is becoming true. The popular culture overspreads all over the world rapidly because of its commerce quality. Under this background, our national culture structure also changed for the impact of the global popular culture, elite culture and mainstream culture are facing the challenges of the popular culture. The transformation of the culture structure provides multiple choices of the value orientation, moral values and culture choices for different community groups.In the recent days with the rapid progress of science and technique, the means and manner of culture communication became diverse, the popular media such as books, newspapers, radio, television and network and so on turned into the important carrier of culture communication. With the rapid development of the media, all kinds of media entertainment culture formed and developed prosperously. In this process, the influence of the media entertainment culture became greater and greater, it did not only become one of the most important part of people's daily life, but also determined people's values and behavior to a large extent.Media entertainment culture causes people to lose the ability of thinking, and draws the universal attention of scholars. How to recognize media entertainment culture and how to form the culture values benefiting the development of society have already been one important task in front of us. If we have to trace the source of the study of media entertainment culture, it started from the study of the famous English academicians Matthew to the television media in 1869. The theoretical thinking to"popular culture"of the post-Arnold western scholars deserves notice best. From the 30s and 40s, the theories relative to the television media culture study formed these academic factions: the first is the Marxism-Frankfurt school represented by Horkheimer and Arnold; the second is the English new-Marxism-Birmingham school represented by Hoggart,Williams,Hall,Thomson; the third is North American academic study group who focuses on positivism, concentrates on the communication effect of television, and the impact of television to the people's behavior: besides there are also scholars who researched the television culture objectively and deeply from different angles, represented by Fiske,Baudrillard,Bourdieu and so on. In addition, Theory of Psychoanalysis and Ideology Theory are normally the important instrument in the television culture study.On the basement of the television culture research of these western scholars, our national scholars did further study to the entertainment function of television, these studies were carried out in two parts: the first, regarding the media entertainment as one part of the popular culture or the television culture study, and giving prominence to the correspondence between entertainment culture and society. The second, regarding media entertainment programs as the researching object, laying particular stress on the feature of television entertainment programs.Recently, our national economy develops rapidly, which is closely linked to the media, and also predicts the great vitality of entertainment culture. With the fiercer competitions between all the big media, entertainment is forced to the important place, and entertainment culture becomes the"core song"of media. Based on the research and theories of popular culture and media culture from the east and west, combined with our national specific situation, this article aims to explain the importance of media in consumption and transmission of the whole entertainment culture, and also to show people find their own places by consumption through media, and receive, spread and remake the entertainment culture to distinguish themselves between others. In this paper we give particular analysis to the follow subjects: what is the situation of the media entertainment culture in our nation? Media formed the entertainment culture or reflected the entertainment culture? Which parts of media entertainment culture consumption were caused by people meeting the media and what kind of influence were caused? Why the modern media entertainment culture could develop so fast and what kind of need was it based on? Which one is better, the mass interpretation mechanism or the media ideology of media entertainment culture?This paper consists of four parts:Media entertainment culture is the modern manner in which entertainment is used, shows the developing progress of entertainment and entertainment culture in our country, shows the essence of modern entertainment, define the scope of our national entertainment enterprises, and explains the importance of media in the transmission of entertainment culture, the combination of entertainment culture and media, and why media and entertainment are inseparable.The contents of media entertainment culture: through the summarization and analysis of media entertainment products, three aspects are the keys of transmission of media entertainment culture and the major contents that people consume the relative entertainment culture products, i.e. movie, television stars and singers culture, looking and body fashion popularity entertainment culture, and shopping and traveling, and analyzes them.The reason why media entertainment culture is consumed, media entertainment culture programs holds high audience rating are based on the people's moral need. This part explains the realistic inevitability of media entertainment culture in modern society from personal characters and social stabilization these two angles, i.e. the summon of"pyramids"higher level and the lube of social stabilization.The ideology of media entertainment culture: regarding that media entertainment culture forms the illusion of consumption society, models one and another ideology scene of consumption in the control of economic logic. In this case, the mass interpretation mechanism is disturbed, and submerged under the existing main stream values, and shows the more profound and more greater ideology power of media entertainment culture.This paper compares media and entertainment culture to two pieces of mirrors, the watching and listening mass are between the two, entertainment culture needs media to mould itself, while media needs entertainment culture to survive, the mass captures their shadow between the two to find the missing selves. Watching ourselves with self-pity is one of the fun, and the lust and dreams are inspired by the two mirrors.However, the profiles of the two mirrors are uncountable, and the images of the mass become more and more blurry, in the era of information globalization, the faces of people look so similar, media and media entertainment culture continue the input and output of the codes, enforce the mass's interpretation mechanism out of the main stream ideology, and have to make the transmission process of decoding and coding faster and more. |
PDF Full Text Request