The Recognition Of Media Role

When it comes to McGuire,we tend to think of his unique audience theory.But in addition,as an aggregator of mass communication theory,McGuire's theory marks the peak of the development of mass communication,and its theory covers all aspects of mass communication,among which the media theory is worthy of our careful study.This paper mainly analyzes two aspects of McGuire's media theory.One is McGuire's view that despite entering the new media era of mobile Internet,the content and substance of communication have never been fundamentally changed.Classical communication theory is still playing its due role.But there is a certain gap between McGuire's time and today,this article will combine with the current media environment to demonstrate this point,and analyze its significance in today's media environment.Besides,McGuire is considered to have a tendency to completely negate the role of media because of his outstanding emphasis on the audience and the background of his time.This article will analyze his theory and carry on the new understanding to this.This paper makes use of the methods of literature analysis and historical analysis,combining with the research methods of the history of thought.Its purpose is that correctly understand the role of the media in the communication activities by analyzing the different roles of the media under different propositions,avoiding falling into the power of technology in the new media environment and ignore the power of other factorsDespite there is also a voice that undermines mass communication in the current media environment,But in daily communication activities,mass communication has never left our horizons.And McGuire's research straddled the second half of the 20 th century and the beginning of the 21 st century,achieved a good understanding of the integration of mass media and emerging media.The selection of the transmission theory of McGuire as the object of the study is also of practical significance for our current environment.