Understand The "Media Time"-"Media Time Concept" Formation And Social Effects

Time is an eternal topic, especially in the field of sociology and philosophy。Modern society,the post industrial society,the information society,the consumer society,digital society, all involving a core concept:"Time" as the prerequisite of social transformation, and establishing widespread contact with the electronic media。Unfortunately, "medium" and "time" relationship in the paper often is very simple, but constitutes the scholars to study political, economic and cultural issues。The author reviewed five kinds of classical theory about "time" in the field of communication, try to expound the concept of "time" medium how to form, on the basis of "nature time" and "clock time". It brings new changes to the new social landscape:"cloud" structure of perception of time, pointing to the future orientation, Stronger demands of "instant satisfying", and so on. The speed of electronic media, install accelerator on the social development, "The global village" come true, media present globalization function, regional culture faced with integration. Finally, the article also introduced a sociological model from microcosmic, to bring the "media time concept" into cyber social reality.