Bidirectional Reconstructruction Between Audience Subject And Media

Human is the criteria of all things, including value criterion and truth criterion. Activity done by people either is a goal, or a method to realize it. In any communication mode, audience is an important link in the process, and the communication goal is to realize person's value. As one kind of intermediary tool, the media technology is the method which realizes the communication effect and improve society advance. And the fact also is evidently so. From keeping records by tying knots to oral communication, from the writing to the printing media and from the mass media communication to the multimedia interactive communication, human's contact develops from the stage dependent on human to dependent on things, and at present it intends to a stage free for human.Currently, China is experiencing social reform, from the plan economy to the market economy, from the agricultural economy to the information economy. The independence, multi-direction, open-direction and innovation of audience are constructed from the aspects of politics, economy and society. On the other hand, with the development of the modern communication technology, especially the raise of digital media after network, the relation between media and audience is changed, communication channel can not stop people to touch the information and people have more choice freedom with the enhancement of participation. In this process, people become the host of information by the multi-dynamic communication between media and audience. The new media has constructed people's new life space, private space and status approval, which change people's production method, life style, thinking mode and value idea. In the information time, communication is the subject words between media and audience. Media is audiences' information housekeeper and has been managed by audiences' experience.The changes of audience also change the media survival environment and reconstruct media combination and communication mode. To obtain a long-time survival and development, media must carry on reform and innovation. Media innovation must follow the rule of media enterprise development, hold the development of new media technology, pay attention to the new changes of information communication method, integrate the new media and promote the different media interactive combination at last.