The Research On Empty-nesters' Requirement Of Medium And Communication Model Construction In China

With the deepening degree of aging and the development of the media technology, the interaction between the new media technologies and the aged has aroused the majority of the media workers'attention.With the influence of the Chinese traditional culture and the development of media technology, there is a big difference between Empty-nesters and other audience in communication network relationship.In this context, this article using Empty-nesters which are particular audiences group as the research object, from dimensions of culture change, media evolution, recognition ability and media psychology to analyzed the communication action and media contact, then the media requirements of provide for the aged service, media care and study after retire event, depended on these requirements, on the perspectives of provide for the aged service, media care and old news report, proposed detail measures to reply the Aging. In order to find out the connection between the audience, the community and the media in the communication activities for the Empty-nesters, we build a relative-based media environment dependency mode.According to this study, we can make a conclusion that Empty-nesters'requirement of media is deeply influenced by Chinese culture. It needs for audience segmentation to ensure the effectiveness of communication because of the high complexity.In our country, the primary group of Empty-nesters is Empty-nesters-family. They live in a environment of genetic-based media, so their judgments of media information mainly depends on the public opinion of the children. They are able to accept the new media technologies and give the Feedback.Although new media technologies have advantages in the problem of the spiritual wellness for the aged, it still needs more in-depth and comprehensive as the basic of audience analysis, both in the form and the content.