On The Function Of Media Under The New Situation

At present, China is in the time of building a harmonious socialist society. With the continuous development of the society and changes in the evolution of times, many new problems continue to appear, which cause the original function of the media to face the unprecedented challenges. In addition, our country's researchers' study of the media function do not advance with times. All of these lower and erose the social status of the mass media virtually. In fact, all aspects of social development need the media to supply the energy under the great time changes. At the same time,the rapidly change of the science & technology and the change of the media have also led to changes in the social function of the media. In addition, the social transformation also brings great changes to the structure of social strata. In this context, society and the audience's expectation of the role of the media also has taken place a fundamental change. But the new functions in the new era, can not be perceived easily, because of it's tardiness and infiltration. So it's a very important research that how to guide and expand the functions of the media, how to lead it to release the energy, promoting the development and progress of society continuously.Based on the above considerations, this article takes the concept of scientific development as the theoretical foundation, absorbs the local and abroad research results of the social function of the media, bases on the actual situation in China, put forward the view that the media have the follow functions: social co-ordination; monitoring the environment; culture education; physical entertainment; advertisement.The research finds that most predecessors are disseminator-based, their definition of the media functions is one- dimensional. Few scholars can breakthrough the limit and endow some new functions with the media from the perspective of interaction between communicator and audience. In view of this, according to Master Communication Habermas's "public domain", "rational interaction" and other propositions, from the perspective of modernization, the author inquires closely into the social function of the media, pays attention to the role of the audience. The purpose of the author is to achieve the expansion of above five functions. The expansion of the media functions under the new situation includes follow four aspects: the platform for public discourse; public relations services; rationalization of public exchanges; public communication services. The expansion of the media functions is guided by the concept of scientific development, based upon the western theory of the media function and the profound analysis of the practical problems in China. It is well-targeted and has practical significance. The ultimate goal of the expansion is to achieve the comprehensive development of the human being.