Author(s)

Luyao Guo

Corresponding Author

Luyao Guo

Abstract

Since the new century, the structural transformation from the planned economy to the market economy in China's economic field has had a tremendous impact on the development of the entire society. The mass media, as a major social mechanism, also gained unprecedented social support and development vitality in this process of change. The policy support of media development has become stronger, the demand for advertisements and information in society has increased, and the advancement of science and technology has become the technical basis for media expansion. The general improvement of public cultural literacy has led to the expansion of audiences, and the dissemination of masses from concepts and systems to content and methods. The ever-changing changes have taken place in many aspects, reflecting the mutual dynamics of mutual adaptation, mutual influence and interaction between the mass media and social development.

Keywords

Audience Participation, Media Interaction, Fashion Idea