A Study Of Chinese New Media Events From The Perspective Of Media Logic

Pervasive spread of digital technology has made media more deeply embedded in everyday life. Therefore, the logic of media has greater influence upon people’s behavior as well as social change. China has witnessed large impact of new media, mostly the Internet, and new media event is one of the examples. Through case study of new media events, this dissertation aims at analyzing the role and effect of new media in transformation of China’s society from the perspective of “media logic”. First, differences between the logic of new media and traditional media are illustrated. On technology dimension, new media has the characteristics of instantaneity, integration and platformizaton, while traditional media has simplicity in form and retardation. On cultural dimension, new media is more individualized, emotional, and unbalanced, while traditional media is more rationalized, balanced and professional. Then, the article investigates the mutual influence between the two types of media. Traditional media is greatly influenced by new media technology, and in dominant position in cultural dimension. Finally, social function of new media is discussed. New media technology brings about the spitting of social power which contributes to democratization, and helps traditional media disperse the power of social integration. Its own cultural logic is used to meet commercial interest of media cooperation.