A Research On Television Medium Under Comsuming Culture

With the implementation of Reform and Open-up policy, the structure of our society has experienced an earth-shaking change and every aspect of our life has also changed enormously along with the deep-going of reform and increasing development of market economy. Consumerism thus came into being and has played an important part in media communication.Based on theories like consumption, consuming society, consumerism, mass culture and media culture, this thesis adopts some research methods such as content analysis, case study and literature review which are mainly guided by consuming culture theory. With current television as the study subject, it deeply inquires the nature and connotation of consumption, consumerism, and consumerism culture. This thesis tries to deeply understand consuming culture from the perspective of semiotics, and to analyze several television communication phenomena such as entertainment program, commercials, various promotions, public affairs and some other columns on consumption. Investigating consuming culture from the perspective of ethics, it calls for positively usage of consuming culture, and get rid of its negative effect. This thesis puts forward suggestions which lead consumers out of the trap of consumerism, and construct harmonious consuming culture. Finally, this thesis probes the developing strategy of television media influenced by consuming culture. The study indicates that television media and consumerism culture are dialectically related──television media can accelerate the development of consuming culture, and vice versa.However, this study does not deeply inquire the development strategy of cyber- media due to the limitation of time and some other conditions. So it remains to be improved in future.