Media Organization Culture Change Of Media Technology Horizon

As a tool and mean for human to knowledge of nature and transform nature, science and technology profoundly influence the social mode of production and people life style change. Mass media is the product of human science and technology progress, each time in the history of scientific breakthrough and innovation, which will bring the rapid development of mass media.Human communication development and change, in the final analysis is dependent on the media promoting.And the development of the media depends on the progress of communication technology. Every breakthrough dissemination about communication technology that will greatly improve capability of the media carrying and transferring in formations.So it usually brings the interior media organization culture development and change.The development of media technology react a direct role in change media form.And media ecology system, and the changes in the form of media will lead the forms of media organization culture to change. Media technology to the influence of the media ecology environment, facilitate the transmission of information, content, way, media market, such as the change of media ecology factors, resulting in the organizational culture of the media in themedia forms under the influence of the media ecology common development. The evolution of media technology makes the organizational culture of the media in the media system and code of conduct, journalistic professionalism and professional ethics, media values and the core concept changes in the corresponding three levels. Especially the emergence of new media technology, reshaped the mass communication model, breaking the traditional mainstream media and elite discourse of transmission of monopoly, the mainstream media agenda setting and the role of opinion leaders to weaken, the audience access to information and media diversification, also more freedom to the transmission of information. Under the environment of new media technology in the process of mass communication, "gatekeeper" missing mass communication process, control function, the audience presents the obvious personalization and fragmentation characteristics, freedom of the press is widespread abuse, media management and constraints of speech is struggling in the freedom of the open media environment; new media of "citizen journalists" and "citizen journalism", under the traditional media audience become the subject of the spread of new media environment UGC become a kind of new mode of transmission, the transmission constant generalization, non-professional communicators heavy impact on the traditional media forms of journalistic professionalism, the objectivity of news and news professional spirit is constantly; driven by economic interests of news professional ethics and values distorted, false news and exploding paid news media, news presents the trend of entertainment; new media technology to promote the digital, industrialization, network media, media value model is more complicated.New media technology to create a more free and open environment for communication context, news professional ethics and the media values marginalized, the professional quality of journalists and media practitioners. Although media technology in the development of human society and spread history plays an important role in the process of evolution, but the negative effects and negative effects of media technology cannot be ignored, we should from the perspective of philosophy of science and technology to the influence of dialectical understanding of media technology, a set of criteria on the needs of social development policy system to avoid the negative effects of media technology.