Tv Media Image Construction

The rapid development of electronic media like radio, television, the Internet, mobile phones imperceptibly brings mass media audiences into an eye-opening cognitive magnetic field to which audiences can not turn a blind eye without being attracted. From the "magic bullet theory" which was popular in the western world in the1920s to the communication theory regards the communication process as an audience’s own information process as well as an interactive process in the1960s, to"Audience with a dominating ability"is a1970s1concept under "the use and satisfaction theory". The identification of the audiences, whether they are the "target"or "God", has been the controversial topic in the media.The current social environment witnesses a new development where people-oriented and service-fore most principles are vigorously promoted, and discourse consciousness is awaken in mass. In this background, the media constantly exert their influence on audiences’ cognition through the propagation of various media products. In the meanwhile, audiences’ cognition is also spread by certain channels so as to solidify or dissimilate media’s images.In nowadays, TV media is one of the mainstream media, owning a wide group of loyal audience, so it is more practical and instructive for the study of TV media image. This paper discusses the topic of "media image" with the research method of interdisciplinary, analyze the topic with the use of sociology, communication and marketing theory. This paper’s research objects are China’s typical TV media, and its aim is to explore the relevant issues on the establishment and improvement of media’s images, in terms of media image, media product, and the audience cognition.