Persuading the Public: The Commercial Function of Mass Communication

Author: Zhang Hao
Publisher:
Publish Date: 2006-04-01
Features: There's no free lunch in the world. Astute media institutions and advertisers will not give away media content that embodies their hard work and capital to strangers. Mass communication inevitably generates commercial benefits that can support its investments and exceed its costs. In addition to directly charging the public for purchasing media content (such as pay TV channels, newspapers, magazines, etc.), mass communicators also receive financial returns through a commercial exchange system!
Authors either study the relationship between media and business, evaluate the value of media in social development, focus on the relationship and interaction between media, enterprises, and economic construction, or explore the unique capabilities of images in a visual era, examining the role of television media in cultural heritage. Others focus on fashion media, tracking their emergence and development, conducting near-synchronous research. In short, their features include broad perspectives, active thinking, and novel angles. Their knowledge structures differ significantly from those of previous generations, creating a "generation gap" in social science research.