| With Luxury, showing off, fashion as its feature, consumerism is a cultural value and a lifestyle brought by western developed countries since the process of globlization and reform and opening-up of our country. The purpose of consumption is no longer for meeting actual needs, but for satisfying ceaseless pursuits, which is being stimulated constantly by trade company, advertiser and mass media.In the forming process of modern consumerism, mass media is not merely a broadcasting means, but also a carrier and constructor of certain ideology and cultural value and the public forms their own value judgements through the knowing of media and the "real world". Thus, mass media's broadcasting of consumerism contributes to the disintegration of traditional value concept and the formation of new consuming concept and way of consuming. So what kind of consumerism words do the public actually get from the mass media?The chapter of "consumerism words in Hefei media" first combs relevant concepts, such as the consumption society, consumerism, media consumerism, etc, and then discusses the growing space of fashion lifestyle information in the city of Hefei from such aspects as the consumer psychology of economic development and social diversity. Under certain growth space, this thesis introduces three medias in Hefei as the case briefly:"Jin Bao" of Hefei Evening Newspaper Office, "He Fei Hao Da Shi"of TV station of Hefei, Forum of Hefei. Finally, it analyzes the substance of the three medias (table delicacies, house fitting-up, health, information of discount, etc.) under text. These three medias take advantage of their characteristics to pack and promote sales of consumption information and the public's consumption aims turn from the former actual needs to blind pursuits, pursuing fashion, enjoy, personality and identity.This thesis does not intend to study the broadcasting of consumerism words in media comprehensively, but only chooses three medias in a district, ensuring that mass media is a natural instrument for broadcasting consumerism through studying some consumerism words in local medias under text analysis of broadcasting content. The aim of this thesis is to ensure one point, that is, the development of consumerism cannot break away form the economic development, but not simply rely on economic conditions. As a lifestyle, consumerism requires that culture provides itself "legality in value concept".Mass media is the boost motor of consumerism. On the one hand, it represents in the influence of the idea of consumerism on social life in the aspect of media content, on the other hand, it shows that our media pays close attention to "marketability" of the informaiton products. The audience has visited and surveyed the three medias separately, studying the influence of media consumerism on media in these four aspects such as the operation idea, the choice of content, incentive mechanism, the operation tactics, etc. The operation mechanisms of media in our country turn to being influenced by economic benefits from the past condition that is limited by the political logic of government totally in the planned economy times. Trade logic is entering into our media, forming market-oriented, public needs-satisfying traditional comsumerism.The basic viewpoints of chapter three "Hefei media operation mechanism under the influence of consumerism" is as follows:the operation idea of the mass media has already turned from professional doctrine of the news to the market idea, with the audience and profits as its central concept, and advertisement and audience become two key words in t\media development. The production process of news is influenced by market economy widely and media has to become a "salesman" and "server" just like other trade companies. The content choice of media mainly surrounds every aspect of social consumption life, particularly "the convenient carrier of inserted advertisement", with advertisement occupying a large percentage and directly stimulating the public's desires Media's evaluation and stimulation mechanism have made some corresponding changes under market concept, measuring the quality of information products under circulation, audience rating and click ratio. The media no longer get certain funds from government department regularly, but need to produce popular information products and promote them. Quantity but not Quality becomes assessment standard for media workers and journalists and editors need to improve their "performance related pay". To better promote their information products, the media adopts some operation means, mainly consisting of such two aspects as self-packing of information products and media. In the aspect of packing information products, media is more and more inclining to make them more beautiful and funny, while in self-packing, it attends to the division of market and means of brand operation.The last part draws clear conclusion about the relation between consumerism and media. The west wind gradually blowing to the east can't do without adding fuel to the flames of media for consumerism, and the mass media is also influenced by consumerism on the content and operation mechanism. In the interactive course, the thesis needs to rationally reflect the alienations that appear to the media consumerism. |
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