On Indoctrination Function Of Mass Media

With the development of society and the progress of science and technology, as a new tool of information transfer, the mass media has a close relation with the people. It goes deep into our daily life, work and study, changing the way we live, work and what we think. By combining the research of domestic and overseas scholars, the mass media has four main functions, such as environmental monitoring, social coordination, cultural inheritance and recreation. Those functions have different influences on ideological and political education work. Firstly, monitor the ideological trends of the youth so that exert education pertinently. Secondly, strengthen youth's awareness of participation so that to improve educate enthusiasm. Thirdly, expand the ways of education and increase the coverage of Ideological and Political education. The fourthly, develop new forms of education and enhance the interesting of ideological and political education. Indoctrination is the important means to safeguard the rule of the feudal order in ancient society .Because the indoctrination and the ideological and political education today are so much alike in essence, so it is called " the ancient ideological and political education". Indoctrination means education and reformation, its contents focus on moral ethics, the ordinary people are primary objects and the methods focus on penetration influence. Indoctrination method can be divided into "teaching" and "converting" method of two kinds, in which "teaching" includes school education and family education. "Converting" method includes music education, custom education and model education. Because the mass media has a latent characteristic, which just accord with indoctrination. It can convey some values and conducts to audience invisibility, and affect audience unconsciously so that can produce echo and resonance. The mass media play the way education function can be divided into three types in general: firstly, encircle people through the ubiquity of the media. Secondly, attract audience by the colorful form and content. Thirdly, plan elaborately and expand propaganda through the media organization. In addition, the traditional media including books, newspapers, magazines, radio, television and the new media representative of internet have different indoctrination in different ways.In order to guarantee the mass media's survival and development in economy, it must operate according to commercial mode. The process includes planning, production and consumption, and its ultimate aim is to gain the profit. The business mode and indoctrination mode of mass media produce conflicts in the purpose, content and results. The business model means the expansion of the unhealthy culture, including the violence culture and vulgar culture. They exert a very negative effect on society, and will eliminate the indoctrination function of mass media.To develop the indoctrination mode of media and restrain the business mode, it needs common efforts of country, media and public. Firstly, we should strengthen the media discipline, supervise and restrain the media from external. Secondly, strengthen media self-discipline. The media itself should establish the consciousness of self-discipline, which includes indoctrination, moral and law. Thirdly, improve the media literacy of public. So long as realizing the media properly, we can use the media to develop and express ourselves.