Consumption Of Rendering The Media Bill

Since the 1980s,the media market, liberalization, commercialization and deregulation wave of reform swept through Europe and America, all this means that European and American media management in the overall guiding ideology, commercial interests from the public interest to tilt. In the new historical circumstances, the media is understood as simply "the toaster." The public interest has also been understood as "something of public interest", thus, media agencies have been exactly the same economic system manufacturers, were interpreted as the consumer audience and market.A considerable sense, the mass media and consumerism is the consumer society the implementation of those builders and accomplices. As the mass media, media how to face the impact of consumerism and respond, and what adjustments should be made of macro control and other issues caused great controversy, so that some scholars believe that "the development of the field of media studies is the understanding of contemporary social and cultural development in the center of the process of media consumption as a prerequisite."China's media industry both from a single cause of property to the property industry has a dual property of the profound social changes in the background. On the one hand it is the transformation of China's media industries own development needs, on the other hand it is also the transition to a market economy in China the inevitable result.This article discusses the phenomenon of media consumerism under the three representations:The first layer is the consumption of content, and the second layer is the consumption patterns, and the third layer is the consumer audience. The mass media market of consumer culture and the sacred has to effect a change in the media before it is high above worldly air about her face, before the close the audience to life, the release of people's desires, concerns the secular life, to make life beautiful together. The beginning of new era in particular, secular media and consumer culture in an objective ideology of the extreme left had no doubt have resisted the advancement of critical and has to promote political and cultural diversity, promote the historical significance of the positive process of democratization. However, the mass consumer culture, "while trying to please the public, on the other, careful to avoid the mainstream ideology of official culture and the establishment of the restricted area, the officials and people with music as their own objectives and strategies." This analysis basically in line with our media status quo. China's media market direction, and management steps are led by the government, which decided to go the Chinese media market is not a full sense of the road, the media has been in the government, the market and the public to maintain a balance between careful.Media consumption tendency to make the audience in a state of unconscious consumption of the media only, but also "consumption" of self, kills people in the spiritual pursuit, which can not but arouse our close attention. It is a matter for the poor in the past, the spirit of a progressive distortion of the times, but also today's open, stable and relatively prosperous social environment a reflection of material life. On the surface, the government and mainstream media manage the absolute ideological dominance, but in fact, the media is more willing to associate and to meet the market strongly. Media in China today is in a dilemma:on the one hand, forced the media dissemination of their own development needs and the pressures of globalization, the media can not take the market-oriented path; the other hand, as mentioned above:the media market, consumer culture and inevitably bring all kinds of negative effects to the media. In order to avoid the negative effects of the media market, only rely on the media self-regulation, the power of public scrutiny is very limited. Appropriate government intervention are reasonable, but the key question is how the Government intervention, to what extent it can prevent the media "market failure" and is also beneficial to the healthy development of it? Human nature, arbitrary intervention is not desirable. This is a problem left to us to think about.