Dissertation > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory

The public nature of the mass media

Author LiShangZi
Tutor LiuHaiGui
School Fudan University
Course Journalism
Keywords publicity mass media Southern People Weekly public intellectual
CLC G206
Type Master's thesis
Year 2011
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This article take the public of mass media as the research object, and choose the program of Publicity from the Southern People Weekly as the entry point to complete the analysis of the question on the base of empirical study and text analysis by the form of interview.The main content of this paper include the following aspects which is the integration of the public of mass media research, the quantitative study and text show of the program content, the description the problem and mistakes of public performance, and the analysis of the factors affecting.The conclusion of this paper is the summary of present situation and the explanation of the reasons. Nowadays mass media themselves misreading the concept of "public" Intentionally or unintentionally, in addition the public of mass media exertion depend on subjective desire more than others and lack of the constraints and security from the objective elements, that’s what the abuse is. Furthermore, audience itself isn’t only the foundation of the public of mass media exertion, but also constraints element, politics and commerce bring in the negative impact simultaneously and the latter’s influence sometimes reflects by the audience, and that’s the reason.At the same time, this article also try to propose some meaningful comments and suggestions through this paper in order to provide more reference in nowadays research and practice.

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