The Empirical Research On Media Stereotypy Of Beijing Audience

The concept on media stereotype has two main aspects which were discussed basically. One is focusing on the content which can be described as social stereotype from media. And on the other hand, the audients predisposition by the first impression was also studied as well. This paper is focusing on the relationship between audients and four mass media (newspapers, radio, television, and internet) from people's expectation in Beijing area. By the feedback from questionnaire survey, the data was analyzed from its connection and relationship. The origin and meaning of stereotypes were discussed as well.The results showed the existing of the prospection of specific characters based on newspapers, television and internet was obvious:For newspapers, spokesmen and supplier of information was defined; for televisions, more belief is in favor of entertainment creator or for daily lives; the unexpected result for internet showed the fruit of multi environments has features such as "wide", "unexpected" and "fake". The understanding of radio's stereotype is unclear reversely, but it is the best company for drivers.The analysis of the data showed the relationship between properties such as gender, age, education level etc. of audients and the stereotype. In the classification of gender, women paid more attention on television by understanding as entertainment creator or daily lives supporter rather than men. Elder people always have higher impression of stereotype strength which is also showed in higher education class. The cross link of stereotype of internet in the higher educational people is more obviously. Moreover, the habit of connection between people and mass media such as frequency, content, or motivation and its inference of stereotype was also studied in this paper.As the media stereotype of the audience is a "double-edged sword", the media organizations need to establish a good interaction, on the other hand, the audience need to enhance themselves in media literacy to eliminate the one-sided stereotype awareness.