Chinese Television In The Context Of Consumerism

The modern people exist in the society which is abundant in materials. Consumption becomes a necessary part of life and the inside essence and outside performance of people. Consumption brings enormous influence not only to persons but also to the society which is transforming from a traditional"producing"focused society to a"consuming"focused one.With the gradual forming of a consumption society, consumption culture rises as an important part of culture phenomena. Consumerism is a pivotal consumption value of consumption culture. Though rooted in the field of economy, consumerism often communicates and expands in the approach of culture. Mass media accelerates the development and maturation of consumption society and consumption culture, facilitates the establishing of consumerism and furthers its expanse.With the expanse of economic globalization, the reform of market economy and the influence of western consumerism, China is moving into a consumerism society. Chinese mass media begins to turn to consumerism. The producers'transformation of Chinese TV is mainly displayed in three aspects as follow, the idea of TV communication, the emphases of communication content and the communication formats. Consumerism value also gradually becomes the dominant consumption value for consumers of Chinese TV, which is displayed in their consumption, such as from"watching quietly"to"shocking", from"enjoying ritualistically"to"reveling"and aesthetic behavior and the culture about"body".The TV consumerism impersonally accelerates the transfer of the media' center of gravity, thereby it makes the distribution of media' information resources more comprehensive and reasonable. In this aspect, consumerism plays an important role in TV' development process. On the other hand, TV does its utmost to construct an atmosphere of consumption for most profit, which brings increasing harms to press, culture, humanity and social democracy. The negative affects cannot be ignored.