The Influence and Strategies of Media Communication

Deng Sheng yan

Abstract： The media is exposed in everywhere around the world， and is the driving force of social development and progress. However， everything has two coins and the media has no exception that media brings benefits to the audience， apparently， and also has a various negative effects. This paper discusses that media， as the medium of information transmission， directly influence the audience and how to deal with negative influence. Consequently， this paper helps the audience to correctly use the media and guide the media to a healthy development path.

Key words： mass media; influence; strategies

With the high integration of media and world， peoples daily life closely related to media， which affects our life all the time. Media can spread the information all over the world， while the audience is the informations receiver that will be influenced by the media. Undoubtedly， modern media has made a great contribution to the communication of contemporary social culture， the cultural space be expanded in a greatly way; on the one hand， the traditional way of cultural communication has been changed; on the other hand， the media was creating an enormous new and high cultural industries; it has given everyone the equal right to acquire knowledge （原鹏，2007）. In terms of entertainment advantages， media enriches the form of people's daily life， and people can choose different ways to spend leisure time according to their own needs. At the same time， the media also brings negative influence to the audience.

First： the concepts of media

There are different definitions from different scholars for mass media， otherwise， I am willing to accept the definition from Professor Guo Keqing who pointed that target of media is a large-scale audience in society， during the information production and communication activities， the specialized media organizations used the advanced science and technology （趙长渝，2004）. Media refers to the way that used to communicate， express emotions and exchange political information， what is more， media can quickly transmit information. Generally speaking， media can be divided into print media and electronic media. Nowadays， the media， especially the Internet， is ubiquitous. The mass media is saturated with every corner of people's life.

Second： the functions of mass media

（2.1）Function of cultural communication

Media not only plays an important role in creating culture， but also in spreading culture to the next generations. As we all known， learning and acquiring are the basic skill for us to live in the world， we should stick to the concept of absorbing excellent cultural essence and discarding dross between China and the world. With the help of media， we can acquire knowledge of current affairs without leaving home. To be more specific， during the course of the COVID-19， we， as students， dont go to school to study.

（2.2） Function of social integration

The function of social integration is scattered. In short， functions of different departments are different and havent interference with each other. With the impetus of media， social integration can be achieved coordinately to meet the requirements of the new environment. During the COVID-19， China is exposed to challenges of COVID-19， in order to combat the disease， Chinas many departments are joining their hand to deal with this difficult problems， and protecting people's health and safety.

（2.3）Function of environmental monitoring

Due to the intervention of the media， a large number of relevant information about natural and environmental changes are issued that is convenient for us to acquire the relevant information of earth in time， guiding people's behavior in daily life and protect the environment. During COVID-19， cities are refreshing again， namely， many people are isolated at home， and without the humans disruption many wild animals are entering into the cities.

Third： the characteristics of media

The audience will be imperceptibly influenced by media in the process of communication. That is the reason why people are affected is determined by its own characteristics， that is to say， characteristics of media can express in various way and it occurs in a reasonable manner， gradually， people will be affected by the media.

（3.1）The diversity of communicators

The diversity of media based on the Internet that is very important for us in the new era， such as Google， You Tube， Facebook， We Chat and etc.. Under the background of equal rights， people have free rights to communicate that decide varies of the characteristics of media， because the information is coming from different people who have the different views about the same thing.

（3.2）The diversity of communication contents

The media， no matter in the transmission of image or easy infection， has a strong advantage. In terms of contents， media has rich contents that are very suitable for people of all ages. Basic performance of electronic media is to express people's social attitude， life style and thought and feeling by relying on the concrete and image things such as color， sound， shape， emotion， etc. It is different from the boring preaching， and hard to use the lively manners to touch the recipient's heart. This feature is just in line with the characteristics of children's good imitation， image and intuitive thinking. Therefore， children are more infectious than adults（王丹， 2017）.

（3.3）The diversity of audience

Because of the diversity of media communication contents leads to diversity of its audience. Media is public and open， and divergent communication. At the same time， the different channels can be freely chosen and the information can be absorbed by different groups of people without compulsory indoctrination or restriction of various rules and regulations. People can listen， read， and taste the content easily.

Fourth： the influence of media

In every aspect of our life， media plays an important role in peoples daily life. It can not only promote the spreading of culture， but also affect the communication between people. As far as the traditional communication tools are concerned， the only way for people to communicate with each other is to write letters or let others communicate that way greatly reduces the effectiveness of information transmission. The influence of media on people is not only positive， but also negative.

（4.1）The positive influence

This positive impact not only shows in the convenience of people， but also can meet the needs of different levels of people. In addition to， this paper will discuss the some positive impacts in our life.

（4.1.1）To expand knowledge

In the underdeveloped media society， people have less access to acquire information and the information is not comprehensive that always guide us to incorrect way that limited our mind by the incomplete information. However， the popularity of media expands the way of students to learn the knowledge， in addition， the manner of reading books and newspaper is out of the date， instead， the media is welcomed by the people who live in the 21st， they can know everything of the world without going outside.

（4.1.2）To meet entertainment needs

In modern society， with the development of the new and high technology， most of people's entertainment needs are met through media， because the media has a various forms in expression. Naturally， media has become a new partner of their leisure time games. Teenagers can enjoy life by watching TV， listening to music and other ways. Especially electronic media can bring the enjoyment of vision and hearing at the same time， which has great attraction to people.

（4.1.3）To form audience good ideological and moral character

When people use the media， the information will unconsciously affect our world views， values of life， and behavior habits. Furthermore， the media has a great influence on students' interests， ideals and so on. When people use the media correctly， the audience will be influenced by acquiring information. We can learn from other people's learning methods， experience， and behavior habits to deal with things to avoid our own shortcomings.

（4.2）The negative influence

All kinds of negative influence show that the mass media have the tendency to construct new cultural barriers and discourse hegemony， which unconsciously interferes with people's choice of other cultures. Specifically， its negative impact on popular culture is mainly as follows：

（4.2.1）The mass media unconsciously interferes with people's choice of other cultures.

In people's daily life， various forms of media are playing negative roles in acquiring information and communicating. This situation also affects people's thinking and behavior mode imperceptibly. In addition， dissemination of popular cultural information is so fast that the mass media can induce and even change people's life style， and time planning to a large extent， then affecting the specific value orientation of popular culture.

（4.2.2）To isolate audience and alienate interpersonal relationship

On the one hand， the mass media， especially the audio-visual media， seems to make the world bigger for children. That is to say， children will know whats going on in the world when they stay at home， making teenagers' activities less. Now there are more and more "network syndrome" patients， which is the proof， to be more specific， these people feel lonely in real life， indulge in the Internet all day， lose interest and processing ability in real life， are irritable and have abnormal behaviors.

（4.2.3） Media as the source of violence

The media can predispose some adults and children toward violence. Violence， as one type of what therapists call acting out behavior， is an outcome of several media factors. There are two basic theories about media and violence. A theory argues for direct cultural persuasion with the increased exposure in many parts of the world （Carley H. Dodd. 2006）.Young people have strong ability to accept information， however their ability to distinguish the true information is weak. At present， the pornographic， violent， murderous and obscene contents which are full of screen have a bad influence on the socialization of teenagers.

Fifth： taking measures to eliminate the negative influence of media

Everything has two sides and there is no exception of media. In order to reduce and even eliminate the adverse effects and make the mass media have a better positive impact on teenagers， we can take appropriate measures and implement necessary interventions. That is to say enable people to have the ability to use the media correctly and effectively. The study of media literacy education is directly related to the improvement of the quality of the whole people in the new era （孫丽萍， 2001）.

（5.1） To strengthen the functions of positive education

While the information efficiency of mainstream media is restricted by various factors， meanwhile， the audience also faces the guidance of information content with different tendencies. Some entertainment oriented media will inevitably have such biases in ideological orientation. What the mass media advocates should be the public opinion which represents the public interest and voice and has a positive educational effect.

（5.2） Audience should strengthen their qualities of media

The audience must improve their ability to distinguish the true and false information. The traditional media has the professional people to check the reasonable contents. However， the new media has many reports and is messy. If the audience does not have a guide， they will feel at a loss. If they indulge in the network for a long time， they will lose their self-awareness and the ability to judge the correct and wrong values. So the audience should be able to distinguish the true and the false， the good and the bad， the real environment and the virtual environment.

（5.3） The state uses legal means to purify the media environment

Many rumors of the network are released through the network platform， and the spread of rumors is astonishing， meanwhile， the spread of rumors cant be stopped in time， all of these will disturb the normal order of society （辛明霞，2016）. Rumor is a vulgar culture. The government needs to strengthen law enforcement and crack down on the illegal and criminal activities of poisoning teenagers in the mass media market.

Conclusion

The aim of this paper is mainly discussing the functions and characteristics of the mass media， as well as the positive and negative influence of the mass media on the audience and society. Nowadays， with the rapid development of the mass media， more and more people are using the mass media. Once it is used in a distorted way， its impact on society cannot be underestimated. It is not difficult for the audience to obtain information. What is difficult is to distinguish the value of information and make effective use of information. Therefore， the realization of spiritual shaping is the fundamental way to solve the negative influence of mass media on mass culture.

References

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（Gui zhou Normal University   550025）