| In recent years, the media events in Chinese society occured high frequently andtheir influence grew increasingly. When the phenomena that media event evolved intosociety event turn into a normalcy, it is necessary to consider how to treat these mediaevents? How to go after gain and avoid defect? It is not an instant requirement but arealistic trend. The aggravating social contradiction and the complex media ecologicalenvironment gradually lead to media events' occuring. Moreover, as far as society isconcerned, the media event should be restained to in a certain communicating scope, sothat those would not cause the further turbulence.Began from the middle period of last century, the research in the field of mediaevent had made a great deal of considerable achievement. However, the present Chinesesociety and media ecological environment had taken place great changes, so that weshould have the developing vision which can keep pace with the ever-changing condition.This essay attempts to redefine media event in the instant context, search and studies thecases from the newspaper, network, television and broadcast from Jun. 1St, 2001 toDec.30st, 2006 as the stylebooks in the basis of the new definition, then put forward sixproblems in accordance with five characteristic of the present media events and probeinto all the above problems with studying the case "Ma jia-jue", so as to summarizes theapproach to neutral events of entertainment media, three elements that caused mediaevent incline to entertainment and three precondition for solemn news to evolve intomedia event as well. In conclusion, in view of the influence of media events on society,this essay advances the solutions and special measures of rebuild public spheres. |
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