Study On Characteristics Of The Media Culture

Media culture is that "in the overall social and cultural systems, to the way the media affects people and constitute the main reason for the sub-culture system." Promote the development of a culture of the media as a whole cultural system's progress, and promote social development, and on the state, society and everyone in the community.Mass culture, mainstream culture, popular culture and elite culture with its own characteristics and different ways with the media cultural constitute a complex cultural communication networks. The mass media and cultural integration of the business culture, load the spread of the mainstream culture, providing for the elite cultural discourse space is home to the popular, popular culture, in the whole cultural system, the media and cultural change of the original cultural boundaries distinct characteristics, to a wide range of cultural crossover, this inter-cultural infiltration and cultural symbiosis has brought prosperity and development, there are some cultural issues, including cultural convergence and cultural digestion, and so on. Research on the characteristics of the media culture is also to solve the various cultural issues and social problems brought about by the media culture.Research on the media culture can be divided into two schools of thought attitude: One is the negative attitude of critical theory, including the Frankfurt School, Cultural Studies School, Ideological School, Political and Economic School; the other is holding a positive attitude toward the experience of the United States School. These theories of schools provide a solid theoretical foundation for our media culture studies.Media culture, as a social and cultural form, its characteristics can be summed up in three aspects: the ideology of the media culture, the function characteristic of the media culture and the commercial of the media culture.Media Culture and Ideology in close relationship with the media depends on the ideological and cultural interaction between the control and interdependence; Dissemination of culture media mainstream culture, and social and political mainstream culture is the concentrated reflection, the value of the mainstream culture and moral concepts an important ideological content, the mainstream media in the dissemination of culture and cultural .At the same time, shaping the country's mainstream ideology, as dissemination policy tool. Media Culture uses its advantage to agenda setting, guide public opinion and implements the function of ideology. Media with the country's attachment and constraints, the media mouthpiece of the masses and the relationship between media and the nature, are the causes of the Ideology characteristics, of course, inseparable from the human culture system itself attributes the impact of ideology.The function characteristic of the media culture is penetration, impact and creativity of media cultural. In the dissemination process, the media culture as a tool for use by other cultures, the culture of popular culture media, the elite culture, and other cultural mainstream culture provide a communications platform, other cultures use the media culture in the form of dissemination of their own culture, so formed a mutual penetration between culture and mutual influence of a competitive situation. The mutual penetration between Media culture and the other culture impacts the transmission and dissemination of cultural. Permeability caused another consequence is cultural boundaries blurred and a culture of convergence. Media Culture caused by commercial interests of the media biased towards the choice of cultural contents, and this is divided into options to meet the needs of the audience, is usually similar. This is the convergence of media and cultural phenomenon. The impact of media culture from the spread of powerful media and cultural power, the special two-way communication of the media culture, media cultural contact with the passive audience and the number of cultural superiority the media audiences. Media Culture is a powerful means of the dissemination of culture in the production of media production and media culture of the initiative. The audience is in the process of the media and cultural needs grasp the value of the goods; media culture special two-way communication media culture as a means of providing a broader audience feedback platform, which can influence the audience feedback to the media and the production of cultural production At the same time, the audience on the impact of media culture is also manifested in the audience on the selectivity of the media contacts and cultural differences of interpretation; media culture is the number of possession audience can not compare to other cultures; audience contact media culture occupied a lot of leisure time audience, not only because of the autonomy of the audience choice, but also because of the convenience of the media culture and entertainment, audiences and cultural contact with the media frequently manifests itself often unconscious natural sexual contact, which can be attributed to the audience in contact with the media culture of passive root. The impact of the media culture is mainly shown in the media culture can help individuals to achieve social and promote social development. With the improvement of people's standard of living, the type of media contacts audience increased media exposure time of the proportion of life time high, the cumulative effect of cultural transmission media is a different impact on the level of media exposure for each individual. The greatest impact on the value of the performance of the media audience is the value of cultural identity, recognition of this audience directly about the thinking and action. Media Culture of the third function of the media is a culture of creativity. Cultural and creative performance of the media for the media is to create a culture of media audiences, the media and social and cultural proliferation. Audiences access self-awareness and awareness of the community through the media culture of "mimicry environment". Culture media guide and the value of the selective expansion of space-time audiences are not consciously accepted and understood as a reality, the audience will be acts of the media. The audience's role in the reality of society, indirectly led to the social reality of the media, media-oriented society. In addition, the media culture of a variety of cultural manifestations to the spread of this culture is the proliferation of an incentive; widespread culture of the media to break the monopoly of the cultural phenomenon of the past, so that more people can contact the media relative fair culture, in the overall Interpretation of the audience to improve the level of media culture, a culture of the media audience to create and further explain the proliferation of culture is another factor. Media culture characteristics of this creative culture mainly due to media time and space scalability and the audience's main impact.Media Culture of the third characteristic is Commercial nature. It includes media culture commercial operation and the commercialization of media culture. Its specific cultural performance for the commercialization of the media, media cultural content too much weight, Focus of Media Culture. Media culture's vulgar, pop, various kinds of unreasonable cultural phenomenon that has produced the majority of the commercial nature of media culture. Intense competition in the market, the market demand for cultural carriers, the media and cultural products audience commercial pursuit of the media are not exempt from commercial and cultural reasons.Research on the characteristics of the media culture, foster a correct media culture. Media culture that the responsibility of the media and of the media audience. Both the operation of the media and media production, must abide by the discipline, in ensuring social benefits under the premise of seeking their own commercial interests. Audience should raise their cognitive ability of media culture to make the correct analysis judgement to provide useful feedbackUse the media and cultural characteristics of the media to build a harmonious cultural environment. Strengthen the guiding role of the media culture, and create a harmonious environment of public opinion and give full play to the function of the media and cultural advantages, change from passive to active to meet guide to better serve the media harmonious cultural environment building; objective look at the media culture of commercial, rational face of the media and cultural issues. Cultivate correct media culture, the culture media to better serve the audience, in an orderly manner so as to build a harmonious cultural environment of the media, the media that this is the cultural identity of practical significance.