The Research Of The Relationship Between Media Influence And The Audience Attention

With the development of media industry, media influence and media function are become stronger, and the mass media is in a series of social function. In this process, not only needs to pay attention to the media development, but also needs to take care about audience’s demand.This paper will be studied respectively between audience attentions and media influence, and combine them to analyze which is dominated in different periods, and also needs to through existing media program to research both of them.The development of mass media is becoming more and more important in our society, so the key is to pay attention to the requirements of the public interest, and to concern about public appealing is the important prerequisite. At this situation; the media certainly needs to follow audience’s directions and routes. In fact, as a kind of social control by tools and methods, the mass media needs to establish a kind of communication by audience attention direction and the audience supervision, so as to realize mass communication’s social control function; But through the content point of view for media influence, it constituted by attract attention with cognitive, emotional, behavior, and attitude.Media as consulting transmission channel for the society, it will play a role for audience understanding, experience judgment and social policies. Therefore, Media needs to encourage public to accept about positive education, to enhance and maintain the audience’s loyalty about conduct and spirit, moreover, the mainstream media should also exists in different circumstances and innovate boldly.Finally, by raising the target audience’s culture level, improving the media coverage in quality and quantity of development and expansion, and to be good use of the function of the relationship between media influence and audience attention, thereby make both elements harmonious and rapid development.