What is meant by mainstream media

The definition of mainstream media has not yet been basically unified, and different concepts about mainstream media can be derived from different perspectives. As a matter of fact, mainstream media should be a comprehensive concept, and its connotation consists of three aspects. But at the same time, the connotation of the three aspects changes from one media to another and at different times. At present, there are four definitions broadly categorized: different definitions from four perspectives: political, economic, operational and comprehensive.

The concept of mainstream media can be defined from a qualitative point of view, such as political, authoritative, influential, etc., using high-level media, serious media;

Can also be defined from a quantitative point of view, such as the size, circulation, economic revenues, etc., using large newspapers and large radio stations, strong media;

Can also be defined from the same qualitative and quantitative aspects ****.

Mainstream, the original meaning refers to the main stream of the river, extended to other things, a metaphor for the main aspects of the development of things, on behalf of the characteristics of things, the essence and trend. Mainstream media is the main media that has a certain scale, has considerable influence, and represents the direction of development.

In China, there are several definitions of mainstream media:

1. From the political point of view: "Mainstream media is relative to non-mainstream media, media above the provincial level that are influential, play a leading role, and are able to represent or influence public opinion are called mainstream media, which mainly refer to the central, provincial and municipal party organs and the central, provincial and municipal radio and television stations, as well as other media. radio and television stations, as well as some other large newspapers and stations." (Zhou Shenglin, a professor at the School of Journalism of Fudan University, Journalism, No. 6, 2001)

2. From the economic point of view: "Mainstream media is the high-level media that focuses on the mainstream issues of social development, and becomes the source of information and ideas relied on by the mainstream people in the society." The media economy is the economy of influence. The influence of the media comes from the social influence of the audience it attracts. According to the different ways in which the media attracts audiences, it can be divided into mass media and mainstream media. Mainstream media is "the media that takes the audience with the most social influence (mainly refers to those members of the society with high decision-making power, knowledge power and consumption power) as its market demand", that is, the media that wins with quality (Yu Guoming, professor of the School of Journalism of Renmin University of China, China News and Publication Newspaper January 20, 2001)

3. From the perspective of operation: for example, Professor Zhou Shenglin of the School of Journalism, Fudan University, believes that the media must have three conditions in order to become a mainstream media, i.e., a large circulation and viewership; a large advertising turnover; and a great deal of influence and authority. According to Prof. Shao Zhizai from the School of Journalism and Communication of Zhejiang University, mainstream media is media that "relies on mainstream capital, faces mainstream audiences, and uses mainstream expressions to reflect mainstream concepts and mainstream lifestyles", and enjoys a high reputation in the society. Mainstream media are media that rely on mainstream capital, face mainstream audiences, utilize mainstream expressions, reflect mainstream concepts and mainstream lifestyles, and enjoy a high reputation in the society." (Shao Zhizai, professor at the School of Journalism and Communication, Zhejiang University, Journalist, No. 3, 2002).

4. From a comprehensive point of view: "Mainstream media is the strong media that undertakes important propaganda tasks and functions, has wide coverage, strong branding and great influence." (Wang Guoqing, deputy director of the Newspaper Department of the General Administration of Press and Publication, China News Daily, Nov. 3, 2001)