POTENTIAL INFLUENCE OF CHINESE SELF-MEDIA TO CONTEMPORARY SOCIETY

Abstract

With the integration of the Internet and media, varieties of self-media platforms have appeared and have achieved rapid development in recent years. Rely on the unique features, the produced videos accelerates viewers’ participation, communication and interaction. Through analyzing two Chinese self-media cases (including individuals’ self-made videos), together with theanalysis of media and cultural studies, this study found that it is possible for the self-media to influence the existing forms of social order and power in the modern society in some way, including advantageous and disadvantageous aspects. Based on cultivation theory (1966) proposed by George Gerbner, this study aims to further promote the long-term development of the self-media industries, as well as to enhance the virtuous circle of interaction between media and participants, as well as media and society.