Television Media And Modern-type Personality Moulding In The Process Of Social Transformation

This thesis first introduces the broader context of the times that Chinese society is in the industrialized social transition from the traditional society. The introduction of "social character" and "collective subconscious" concept are as basis of modern-type personality theories.Contemporary China is not only undergoing social modernization in independent, but also facing the diversity of the global speaking context and postmodern consumer culture shock,with a consumer-oriented character budding of the initial stage. Through analysis the impact of postmodernism and consumerism on personality tendencies, the paper will be summarized for consumption-type personality characteristics of sensory pursuit, symbols of consumption and post-modern sinking. In the impact of consumerism the television media abandon part of the responsibility and conspire with businessmen in the formation of consumer-oriented personality, playing an instrumental role in the process. Specific performance elements are the reports focus on consumer life, entertainment news and entertainment programs highlight sensory stimulation, and television advertising to create consumer Banquet.The thesis from the Western philosophy and Marxism summed up the personality of the modern type of work in four important characteristics, diligence, independence, pioneering and legal belief. Then the introduction of development concept of social system proves that television culture should contribute to the sustainable operation and TV media should bear social responsibility in shaping modern-type personality, by analysis how can and should television media play a role. Finally television media should guide people by the correct outlook on life, reduce sensory content of the programs, strengthening the quality of TV commercial advertising, creating an atmosphere of political participation, taking with the mission of law dissemination ,such as the mission to assume among five measures.The research method of this thesis is qualitative research. The study methods are verification, Induction and literature data collection. It summarized on the basis of theories and the induction, and then cite specific examples to explain and support the theories.