The Media Highlight Of The Social And Cultural Functions, And A Breakthrough

Being an indespensible part in the process of communicating the social culture, the mass medium has been playing an important role in knowledge communication, values and the norms of conduct. etc.TV, with the advantage of pictures and words, among many media, has a big share in the media market and a large number of audiences. Faced with the complex and changing international situation and the changes of the needs of the audiences, TV has taken on the responsibility of reviving national cultural personality, the function of giving prominence to social culture. As a sort of science and education TV programm, Lecture Room is a typical representative in protruding media's social and cultural function.Through the exploration to and disscussion on the communication features and ideas of this program, with the reference to the embodiment of it on social culture, this paper analyzes the reasons why the program succeeds and some of the existing shortcomings. And it will also put forward some constructive suggessions for its further development.Based on the theory of media's social cultural function, the theory of media's social responsibility, and the theory of the audiences' "application and satisfaction", the paper studies this program within such fields as science of communication, sociology and psychology. It aims at understanding and interpretating the profermances of the science and education TV program examplified by Lecture Room in facing challeges, longing for progress and giving prominence to the media's social and cultural function under the new situation and new environment.