都市大众传媒的角色定位

The Appropriate Orientation of Metropolitan Communication Media

目前的都市文化主流是大众文化,这是我国文化演进进程中的一种必然。因此,从都市大众传媒的角度出发,了解都市文化信息的需求,调适自己对这种需求的呼应,生产相应的文化作品,既引领都市文化的潮流,又培育自己在这种文化需求潮流中的生存能力,这是目前都市大众传媒的角色定位的关键,也是市场经济下大众传媒文化作品得以适者生存的前提。但是,在承认大众文化这一趋势存在合理性的同时,都市传媒应该对此现实作出自己的理性沉思和价值评判。

The Present main trend of metropolitan culture is popular culture, and this is an unavoidable result of the culture development of China. Therefore, if we can realize, from the prospect of metropolitan mass communication media, what metropolitan culture desires, and try to suit ourselves to such desires, we can produce appropriate cultural products, which can not only lead metropolitan cultural trend, but also make it possible for us to survive the environment. This is crucial when metropolitan mass communication media find their new orientation at present, and it is the premise of the survival for the cultural products of mass communication media in the context of market economy. However, when acknowledging the rationality of the popular culture's trend, metropolitan mass communication media should reflect upon such a reality and give their proper evaluation.