Media Culture On People's Way Of Life Impact Study

Media culture as a modern society the important cultural phenomenon, accompanied by the mass media to the social comprehensive expansion and expansion, forming a prominent media discourse system, mass media is not only a carrier of culture, and the modern society is a dominant cultural existence. This article from the media culture characteristic, positive and negative the influence of two respects of media and culture development, the media culture research and analysis of media, culture to the public life and the impact of in the context of the cultural responsibility of media shall bear.Media culture in the mass media as a carrier, with its unique media discourse shows its unique charm, the media culture is open and inclusive, freshness and active, mainstream and strong character. Media culture in the overall expansion of the development and progress of the society is undoubtedly useful, but in the process of its developing is the emergence of positive and negative the influence of two respects. The positive impacts include:media culture in the process of information transmission to social communication action; supervision of the public opinion as the watcher of the society; in the cultural heritage at the same time the ongoing cultural innovation; is conducive to social integration, organization and coordination; to provide entertainment to the audience, to cultivate people's sentiments. Negative impacts include: present vulgar style, superficial culture becomes the mainstream media; media culture in the presence of bias; for serious culture communication task of abandonment and neglect; cultural conflict intensifies, the local cultural diversity conservation and construction of indifference; sense of loss.In the face of the media culture in the development of a variety of challenges, the media should shoulder the corresponding culture guidance and social responsibility, resist the media vulgarization, hold sober judgment; in the rejection of popular culture under the premise, pay attention to the serious cultural, historical and cultural protection and propagation; improve the external cultural filtering mechanism, excavation and protection of local culture; pay attention to innovation, personalization features to meet the audience multicultural demand. Strengthen the construction of media culture, create a media culture of quality.