On Social Functions Of Public Service Announcements Since Chinese Reform And Opening-up Policy

As the mirror of social development, public service announcements can reflect a nation’s ideal and its social change. The development of Chinese public service announcements have being accompanied the carry-out of reform and opening-up policy for over 30 years, undergoing the phrases of taking-shape, budding, growing and flourishing. On one hand, the content and form of public service announcements are affected by social development, and on the other hand, the information that transmitted by public service announcements also plays a guiding role in the development of our society. Since public service announcements have established a complicated network with the society, the public and mass communication, the paper tries to find out answers to the questions, such as what position do public service announcements take in the network, what social functions do they have, and how do they connect with the society and the public, ect.Viewing from the sociology and mass communication, the paper firstly presents an overview of the change and development that public service announcements have gone through over 30 years after reform and opening-up policy. Then the root causes of the changes on the contents and forms are discussed and concluded. At last, the functions which public service announcements have made in social development and culture construction are studied and concluded. Having exploited the social value, the paper also aims to provide a foundation for establishing a more effective creating and broadcasting way of public service announcements.