Audience Analysis And Research On Dissemination Of MTV

MTV introduced to China from the U.S. and Europe is growing to be mature. Nowadays, various types of MTV become popular among the people, and especially have a great influence on young audiences.This article which is based on audience analysis and effect research and combined with relevant theoretical perspectives has discussed the communication method, pattern, value of MTV, analyzed the current situation of MTV at home and abroad as well as the dissemination value and significance of MTV, and pointed out the direction and thinkings of MTV of China in the future. The study is divided into the following six parts:1. The introduction states the supporting and methods based on which the topic is choosen, and the research innovation and value.2. The history of the rise and development of MTV summarizes the rise, characteristics and development of MTV at home and aboard.3. The MTV audience behavior analysis which is based on the use and satisfactory theory states the definition, view and feature of the uses and satisfactory theory, and makes a research on the audience, communication method and influence on the audience combined with outstanding cases.4. The research of transmission effect of MTV which is based on the agenda-setting function theory states the definition, view and feature of the agenda-setting function theory, and makes a research on the point of view, hypothesis, dissemination significance based on the agenda-setting function theory combined with outstanding cases.5. The research of transmission effect of MTV which is based on the culture theory satates the definition, view and feature of the culture theory, and makes a research on the consensus, pattern and value of transmission based on the culture theory combined with outstanding cases.6. The meaning and direction of transmission of MTV in China discusses the meaning of transmission, creativity and innovation and post-modern expression. The study results show that:1. Based on the uses and satisfactory theory, the creators should put the audience’s preferences, aesthetic taste in the first place, to meet the desires of the audience and catch a huge audience, and therefore make closer with the audience.2. Based on the agenda-setting function theory, the creators should set different levels of significance for the various kinds of "issues" in the MTV and process different information, which can affect the awareness of the audience on MTV transmission effect.3. Based on the culture theory, the creator should insert specific values and ideology into MTV which are shown to the audience through edutainment way and influence the audience in subtle. This is important to form the mainstream social values.4. Based on the direction and development of MTV, the creator should focus on creativity and innovation, which is the soul of MTV. An innovative MTV comes with a good idea. Putting postmodernism creative ideas into MTV will give people a completely different audio-visual experience.