The Influence Of Television Culture On The Value Orientation Of Contemporary Youth And Countermeasures

With the updates and widely use of media technique, television drama has become quite an attractive popular culture with mass influence in modern society. In the perspective of media, TV drama is video symbol that broadcasted through TV; it penetrates into our daily life by the power of TV media and it forms a significant part of people’s living style. In the perspective of culture, TV drama has huge impact on the society especially on the value orientation for younger generation, because of that TV drama participates in the construction of social culture. Therefore, to reveal the depth meaning of television culture through the complicated surface phenomena, and then to explore the diversity effects of contemporary youth target media using behavior and television culture towards youth value orientations. Based on the above argument, discover and guide the practice standards for youth value orientation clearly has significant realistic and theoretical meaning.So, this essay focus on the theme of "The Influence of Television Culture on the Value Orientation of Contemporary Youth and Countermeasures"; in the assistance of the theoretical perspective of Mass Communication, Sociology, Psychology and Education; there will be a research in depth based on theory and practical evidence.First of all, this essay starts from the era of image and then considers the relationship between Chinese television culture reality ecology and youth value orientation. This essay points out that the era of image is the consequence of the development of technology and culture; the television culture reveals its influence at the era of image. At the same time, from the history and synchronic ecology, Chinese television culture is the place where political discourse, elite discourse and popular entertainment discourse meets. What is more, in the media society which is dominated by image, television program influences the value orientation of youth with the power of "other orientation".Secondly, the author analyses the youth audience’s media use behavior through practical research. From the perspective of structural audience, television program plays a significant role in the daily life of young people; other structural factors such as sex, age, education and grade differentiate the media use behavior of youth generation. In the view of behavior and cultural audience, on one hand, for youth generation watching TV program is to satisfy certain requirements including emotion orientation needs-entertainment and recognition; and intellectual orientation needs-information, perception and culture. On the other hand, young people tend to choose negotiated position in the first place when decoding the TV text, following by oppositional position and dominant position. Through a wide range of text decoding practice, the youth realize the negotiation of meaning between TV cultures.Thirdly, this essay also explores the construction and changes of youth value orientation under the influence of TV culture. From the perspective of Typology, thematic TV can help youth enhance the recognition of politics legitimacy and traditional cultural sprit. But the limited nature of the theme of ideological dissemination of results also reflect the ideology of today’s young people to focus on the individual values of freedom; And regarding reality television show, young people mainly get social cognition and self-reflection from it, some young people to learn from the positive spiritual pursuit, but there are a small number of young people formed a utilitarian reality of values. In addition, young people experienced youth emotion and aesthetic pleasure from entertaining TV program, but they may also fall into the emotional illusions and consumerism misunderstanding. In the perspective of social cultural context, youth value orientation shows the changes from unity to diversity under the influence of TV culture. During the changes, the conflict and integration between tradition and modern, East and West are particularly prominent.At last, the author gives a reflection of the influence of TV culture towards youth value orientation. What has to be admitted is that the huge impact on young people carried by TV culture is inevitable phenomenon in media society. So we need to recognize the TV cultural influence first, and then get a correct understanding of the TV culture’s diversity influence towards youth value orientation. Based on that, from the three levels of TV institution regulation, context value orientation and audience quality, as much as possible to avoid the negative effects of television culture, make full use of TV culture influence to guide the young people form correct and positive value, and also to help them grow healthily.