Probe Into Media Use From Anti-media Phenomena

Thanks to the reform and opening-up policy,mass media industry in China has got a rapid expansion,which brings China to the information age.Under this condition,every group-government,enterprise and individual-are facing a blank area about media:How to cooperate with the media? And how to do when crisis appeared?When they realized the important role of mass media,government,enterprise and individual start to explore the using ways of the media,which cause the anti-media phenomenon.This dissertation notice the anti-media behavior in the explore course,give a generalized analysis about the reason in society,and draws out the question of how to use media reasonably for government,enterprise and individual.For government and enterprise,there are two parts:normal or abnormal state.But for individual,abnormal crisis is not obviously,so I did not make the discrimination for generalized analysis.This dissertation follows this way:summary of the anti-media phenomenon--the reason analysis of anti-media phenomenon--the reasonable using ways of media.I discuss the reasonable and unreasonable parts of the anti-media phenomena,government, and then discuss how to use media reasonably.Reference to the domestic study of the target audience,the negative mentality of target audience,the media literacy and the public relations,I make a analysis synthesis and got my own understanding about the anti-media phenomenon and the reasonable using ways of media.In a complex society background,the anti-media behavior and the probe of using media are caused by development.I hope this dissertation can guide people understanding the media correctly,beyond the public relations.With a dialectical regarding on media, they can use the media reasonably from the pro and con two aspects.,...