Social Structure,Media System,and Audiences in China: Testing the Uses and Dependency Model |
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| Abstract: | Much has been written about the structure and processes of China's mass media changes before and after the late Chinese leader Deng Xiaoping initiated the economic reform and open-door policies in the late 1970s. Many of them focused on the commercialization, depoliticalization, and internationalization of Chinese media as a result of the market economy and external openness. Little known, however, is how the audiences get caught up in the interplay between the fast changing social structure and the evolving media system in China. Using the uses and dependency model as a framework, this study seeks to determine the effects of the media transformation on the audiences and their media use in the new environment. In this article we argue that the uses and dependency perspective best helps explain why Chinese readers prefer a particular kind of news and why the Party organs are losing ground to other more market-oriented media. |
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