On Scientific Reason In Era Of Mass Communication

Mass communication is a important part of the communicative form in the era of information. Media to be the subject of mass communication and the bearer producing,processing and transmitting the products of information, effects and changes deeply existence and development of the contemporary era society, while scientific reason guides the orientation and the effect to act media. This paper bases oneself on the vision of the philosophy of science, under the direction of dialectic epistemology and materialistic view of history, by means of analyzing media as epistemological and axiological subject, look closely into alienating of media from scientific reason, in order to criticize the ills of the times at the philosophical height, and to point out the necessary and the way to return to scientific reason. I analyze the epistemological motive that the media produces the meaning and formulates the image, point out that forming and transmitting the meaning and the image of media's products have to follow the direct of scientific reason. According to the axiological view of point, that how settle the contradiction between the industrial and cultural property determines value-orientation of the media; media should defend the cultural property and bear necessary responsibility of science. This is the essential index to evaluate media. Media is the hub and the key link of the communicative relations in modern society. That how deal with the relation between scientific justice and individual freedom effects directly the rationality of the form of communication in the era of information. China is in to transform. There is the irrational area of error of consumerism and utilitarianism in Chinese media. We must carry forward main stream and follow the road of socialism with Chinese characteristics, realize cultural innovation of media.