Since the beginning of 2111_ century, China society has played an important role in politics, economy,
Imperial College London's cultural and other institutional reforms have not only helped
Cultural field) a common structural change, at the same time, also make China.
The human spirit has undergone profound changes. )' A lot of people are in value.
The rapid changes in ICI's positioning and life concept have formed a whole.
Social spiritual differentiation on the cultural level. It also includes
Take mass communication as a part of social culture.
In recent decades, great changes have taken place in the social structure of China.
Culturally, the whole society shows a trend of differentiation. Shi Yu Institution
Status, values, living conditions, cultural concepts, etc.
There is a great difference, and the consumption desire of all social strata for the media,
Consumers have different tastes, which determines the contemporary mass communication in China.
The characteristics of multiple children, diversity and multi-level coexist.
Mass communication can give full play to people's right to enjoy life.
Benefit, meet the daily needs of the audience and show people's luck in reality.
The most material desire in the book highlights its vulgarization and vulgarization.
Value orientation of culture and entertainment. A new media currency to meet the needs of the audience
Cognition and satisfaction also reflect the return of "audience-oriented" information.
Or it can be said that the contemporary public's "people-oriented" humanistic care.
It has been greatly played in communication.
Diversification of contemporary social culture
The multi-level features of mass communication in contemporary China include
This is determined by the diversity of contemporary social culture. Before the reform and opening up, China
China culture presents a cultural pattern. After the reform and opening up, the country
Our cultural policy is relatively loose, and the concept of social guidance has become too big.
Change, all kinds of cultural forms have appeared, especially popular culture.
Its rise completely broke the cultural pattern of the past, and it was really sudden.
Breaking the traditional emphasis on the functions and attributes of the media mouthpiece, Fu
Sub-media has many functions and attributes that were not available before.
Spread China's contemporary politics, economy and culture, and constantly
Cultural contact and integration between Japan and the world.
In contemporary China culture, there are Liu Bian culture and elite literature.
Culture and popular culture. You have a culture.
Its own characteristics are embodied in the communication field, so there is edge streaming media.
And non-bian streaming media (mass media). In China, Ping.
Streaming media represents social knowledge and has the greatest influence.
People who have the right to speak. Spreading Liu Bian culture with strong political color,
In order to highlight the party's leadership, carry forward the border melody and advocate the social spirit.
"Name" is the characteristic of Bianyao and the educational function of society. Therefore,
Party newspapers, CCTV and China Central Radio will naturally become Liu Bian.
Media. However, for the public, streaming media is positive.
Unity, seriousness and authority are often prohibitive. Left, left.
As the essence of human culture, elite culture is only theoretically
With people with certain qualities, carving can realize its uniqueness.
The charm of. This door is closed to everyone.
This also determines that the public can't consume culture.
The main way.
It is different from the education of Liu Bian culture and the aesthetics of elite culture.
Division, popular culture tends to be entertaining and popular. it can
It is a feeling of satisfying people's perceptual entertainment needs to the greatest extent.
Sex culture. Formally, pop culture depends more on ten connections.
The receiver's "senses" rather than "thinking" to spread. if
The advantage of edge streaming media lies in guiding the audience's thinking and guiding the audience's thinking.
Mode and even behavior, and is called rational media.
Words, then the mass media aimed at spreading mass culture will
It is a more emotional media. This kind of media focuses more on the public.
The generation and satisfaction of the same desire strengthens the media in the process of communication.
Affinity with the audience shows popularity, life and popularity.
Cultural characteristics.
Humanistic care and "people-oriented"
The Return of the Consciousness of "Audience Position"
Today's society makes mass communication unparalleled inclusiveness.
Meet audiences with different personalities, qualities and cultures. such as
How to find and establish an aesthetic platform to communicate with the audience is to communicate.
The most effective currency should be guaranteed. This platform is
Starting from human nature, it embodies the humanistic care of "people-oriented". mankind
What is humanistic care? "This is a concern for people's living conditions, indeed.
Affirm human dignity and living conditions that conform to human nature, and affirm people.
The liberation of class and the pursuit of freedom. ; Ul (page 9> and "people-oriented",
Money attaches importance to human potential, respects the value of money people and safeguards human dignity.
It has become the knowledge of mass media more and more.
The audience's demand is a kind of comprehensive demand, which has both material demand and practical demand.
It is also spiritual, intellectual and hierarchical. Just like the famous heart
Maslow's "hierarchy of needs" of neo-Confucianism pointed out: "People's
Physiological needs are the lowest level and the highest level of all their needs.
It is the need of self-realization. He thinks that only when necessary.
Only after relative satisfaction can we pursue the next higher-level demand.
As a driving force for action. "f2 1(P. i) Obviously, only when people are the most
After the basic physiological needs are met, Diao will consider others for a while.
Such as the need for security, belonging and love. This theory is based on audience psychology.
The perspective of "popularization" cannot reveal the inevitability of the audience's choice of media.
At the same time, it also provides a theoretical basis for the positioning of media communication.
On the other hand, iai, the audience's own structural level also determines its demand level.
Time. It is composed of ten cultural levels, age structure and living environment.
Due to the difference of iai, different audiences will have different needs.
So for the media, there will be different choices for the content to be spread.
Choice and understanding.
For the mass media in the tenth century, the audience's aesthetics are extremely important.
Vulgarization tendency, the audience's instinct} static L demand, more demanding "by"
The return of "public standard" information. In mass communication, "audience-oriented"
The theoretical basis of consciousness comes from the theory of "use and satisfaction". it
The behavior of the sidebar is largely determined by personal needs.
People use the media to meet their personal needs.
Longing for peace. It can be seen that the audience who germinated their own knowledge is not.
Then there is the passive receiver of information, but there is a tendency to choose.
One of the information users. Therefore, the return to "audience-oriented" information also
It becomes inevitable.
Secularization tendency of mass communication and its performance
The rapid development of the material field has stimulated people's long-term depression.
Material enjoyment desire and consumption impulse, people have some leisure and
Economic conditions to meet cultural needs. They pay more attention to delicious food.
In life, we will talk about strange events and trivial news. Ten is everything.
It gave birth to the formation of the vulgarization tendency of mass media. therefore
"+Iu_ vulgarization" has become an important value of contemporary mass communication.
Direction. The so-called vulgarization is the same as vulgarity in the general sense.
"Low-level" is different, it shows a kind of consumption of the same substance-
Public interest and public practice. Here, people don't have to live
Think more about the lofty ideals and grand goals of life, which is still temporary.
Give up indomitable spiritual beliefs and proceed from human nature.
Show the immature state and opposition of ordinary people's lives.
A desire for basic enjoyment.
It can be said that the vulgarization of mass communication is characterized by iai on the one hand.
It reflects the basic trend of China's social and cultural process. On the other hand,
Iai also reflects the spiritual needs of the audience. popular
The vulgarization tendency of the Japanese has a kind of digestion of the ideal spiritual value.
It means that people no longer regard setting up great ideals in life as
The pursuit of reality, on the contrary, people pay more attention to it in daily life.
Satisfaction with the current spirit of money.
From the aesthetic level, iai, 1u_ vulgarization embodies the rights of the public.
Pursuing material satisfaction, so beauty is high above and out of reach.
And back to the peak of enjoying life, people are
Desired} day _ vulgar entertainment is naturally classified as "beautiful"
Field. Real life itself is not always everywhere.
The division of reason does not always require people to be purely rational.
You are an expert in your attitude towards life, not to mention your feelings.
Enjoyment can make life itself full of new vitality. That's right.
Ten years of political rights and moral and ethical oppression.
For China people, it is obviously more practical. } day _ requires a lot of vulgarization
Mass media should cater to the demand not only in form, but also in content.
The taste of the public meets the psychological needs of the public. Let the inner humanity pass through
J Huai, externalized as the humanistic temperament of the author and his works, made it popular.
Unique charm, direct access to people's hearts, and broad culture.
Big, inclusive, humanistic care, and truly win the audience with a sense of closeness.
An external manifestation of Japan's popularization is the popularization of communication. most
The outstanding performance is the emergence of the IL class. This group culture
The degree is relatively low and the lifestyle is relatively vulgar, so the media is facing the DPRK.
This part of the audience, it reflects the tendency of civilians, civilians look.
Point also came into being. From the perspective of language expression, popularity is very important.
What is pursued is the use of a large number of Japanese, this plain text.
With strong tension and penetration, it is a popular language.
The pursuit of words is also the excavation of "human touch" in the law of communication value.
Dig. Secondly, paying attention to the public is a concern for society.
Transfer from the so-called elite, elite class.
Concerned about society, many news media have opened up winter-
Column, winter edition, aim your eyes and lens at the lower classes of society. For example, "China"
China Youth Daily's "Freezing Point" winter column will report the target.
Lock in the social life crowd on the H floor. ICI is very important to millions of people.
The TV lens also gradually turned from looking up to head-up, with-
This head-up gesture shows the media's understanding and positioning of popularization.
Another manifestation of vulgarization in Japan is the entertainment of communication. along with
Social consumption culture occupied the forefront, and people announced it without thinking.
It is called: an entertainment product that needs to be easily adjusted after it is made of soil.
Refuse to preach too seriously. This kind of flat Zhang Yue has become more and more popular in recent years.
The trend of cultural orientation. Shi Lamu thinks that entertainment is leisure and entertainment.
Activities are an important part of general social functions. So we ...
It is easier to understand that some entertainment projects are becoming more and more popular.
The deep reason of green. Abandon serious education and obey leisure and enjoyment.
Fashion, all these can't show the entertainment trend of cultural communication.
The so-called "entertainment" is actually a person's right at a specific time and place.
The rejection of the spiritual core such as responsibility and obligation is an intuitive feeling.
Relaxed and happy. The concept of "happiness first"
On the right is the mass media. Happiness, relaxation and excitement are victory.
The "magic weapon" of the audience. As Mike featherstone said: "In
In the image of popular culture, a torrent of physical stimulation and examination is directly produced.
In the beautiful consumption place, happiness, emotion, dreams and desires are all.
Very popular. ，，f3 1(P.}}}
More than half a day ago, McLuhan pointed out to us that newspapers
Paper makes readers interested in it, which is different from other audiences.
One of the biggest similarities of a group-a kind of entertainment. Ten people originated from communication.
Students' curiosity and instinct or desire for information, while
On the other hand, ICI communication meets the needs of human beings. this
This kind of happiness stimulates and satisfies the perceptual desire and greatly enriches it.
Improve people's living conditions and quality of life.
The other extreme of "secularization" tendency
-"kitsch"
Although pop culture shows an infinite opening trend, however,
There are two ici in everything. Affirm contemporary mass communication }u-
Although secularization has brought human progress, we must realize that it also
There are many negative factors. That is, the media often blindly inject money. Welcome.
Catering to the public's tastes and excessively pursuing economic interests led to the spread of literature.
Vulgar and kitsch This is the negative ICI function of mass communication.
Performance. Brizfeld and Merton believe that mass communication has
Obvious negative ICI effect: "It submerges modern people in superficial information and
In the torrent of mass entertainment, people are in contact with the media.
Spend a lot of time and energy, thus reducing active participation in society.
Passion for practice. F4 1 (afternoon) Rumsfeld and Merton call this phenomenon.
The "anesthetic effect" of mass communication. And think about it, it's too heavy to overflow ten.
In the superficial information provided by the media and mass entertainment, you will know.
I feel that I have lost my social action and met ten "passive knowledge products".
Hey. "
The vulgarization and entertainment of the sun are vivid and indispensable.
But it can't be the only feature of the media, let alone the supremacy. } Day _ Custom
Cultural communication itself provides a relaxed and reasonable sensory enjoyment for the audience.
Music space at the same time, but also pay too much attention to the satisfaction of emotional desire, from
Japanese customs simply understand life, enjoy it and entertain it.
Music is regarded as the currency of life value. Although popular culture has been dissolved
Relieved ICI's distortion of human nature in politics and ethics.
Depression, but it brings new problems: the separation of matter and spirit,
The opposition between local rationality and value structure, human reality and ideal
Sexual contradiction. The most outstanding performance is the pan-sensory desire of human beings.
Change. The ancients "eat color and have sex", but the existence and development of human beings are not.
Can be separated from people's natural instincts and perceptual desires, but people are not just
The existence of nature is also the existence of society.
Never overcome and limit unreasonable instinctive desires, and transform and promote them.
Hua. However, the vulgarization of} Sun _ is considered from the negative ICI, which is human instinct.
The indulgence and support of desire, and the sun exaggerates people's desires, which is
Invisibly reduces the taste of human nature and brings a sense of instant to the audience.
While being an official is happy, it also leads to the emptiness and numbness of the mind.
The negative influence of the popularization of Japanese culture will lead to the disappearance of humanistic spirit.
Solution, the decline of humanistic quality, the decline of moral ideal. Ruoyiwei
The pursuit of Japanese vulgarization leads to the lack of the spirit of side topics, while Japanese vulgarization is popular.
Easy to go to extremes-"kitsch", alienation and deterioration of human nature.
This will be possible.
Concluding remarks
The diversity of contemporary culture and the connotation of modern civilization are more and more.
The more interesting it is, the more people need and yearn for a kind of humanistic care.
Popular and secret lifestyles and living conditions. So, as a public,
* * * The mass communication in space is necessarily vulgar.
Tendency, in this process, it will inevitably fully show inhumanity and.
Empower the audience.