Research On The Cultural Transmission Value Of Television Media

With the development of the media industry in 20th century, the media business strategy and new technologies are constantly evolving to adapt to new audiences and social environmental changes. Cultural studies has been an essential part of mass communication, for the core of culture is the value, which is used to unite common ideal and to maintain social stability and system balance. The media has always dominated the important and unique positions of cultural system which has a great influence on the society with ideas, concepts, values, and ethics.The emergence of television media, as a typical form of the mass media, has been endowed with various levels of cultural values. With powerful technology, unique sound and picture means of communication, it reveals the individuals' living conditions, transmits the cultural products, and passes on the ideal faith and social values to us. What's more, it also bears a crucial social responsibility in terms of realizing cultural continuity, personal socialization, and diffusing mainstream values.However, with the expansible pursuit of profits behind the entertainment tendency, the media industry is having less concern for the social cultural system and its positive effect is declining too. In fact, the media business is unique. It is far more than a means to create profits. In the same way, the profit isn't the only criterion to measure whether the media industry is healthy developed or not. What the media manage are concepts, message, and culture, which have disparate characteristics comparing with public resources from other industries.This article researches from different perspectives of multiple disciplines including mass communication, sociology, social psychology and cultural studies. On the basis of the relations among media, society, and culture, it looks into the cultural transmission value of television media, stressing the social responsibility of the television media, that is, to pay more attention to the social responsibility of carrying its own concern for its social system, especially for the cultural systems in the pursuit of profits and the commodity attributes. These studies have magnificent and practical significance in terms of pondering upon their own property in the knowledge and information industry, and the social functions of education and culture, seeking for the balance point between commercial profits and cultural value.The context is divided into five parts. The introduction includes the overview of the background and motivation in the research, the research value and meaning of this topic, as well as the literature review and research methods of various schools and theoretical contributions which are achieved by scholars in sociology and mass communication in the researches on media and culture. The first chapter is involved in the analysis and research of cultural transmission value of television media. Together with manifold theoretical research results, it goes through the macro-research to micro-study from multiple perspectives, which provides basis and extensive perspectives for the solutions after hand. The second chapter concentrates on the active and negative effects of cultural transmission of television media after the emergence of television media. It explains their types and analyses deep-seated reasons for their formations. Chapter three recommends relative solutions and suggestions to realize the value of television cultural transmission in the aspects of national policy, media cultivation, and critical audience. The final conclusion is the thoughts and retrospect of the research. Analyzing the research limitations and expecting the future, it proposes that the television media should re-understand their public roles, provide the necessary cultural resources for individuals and society, and service for the cultural transmission and social interests in order to avoid losses of characteristics of public resources at the expense of business profits.