A new perspective of media research--book review of Peiren Shao's Advanced Research of Media Theory.

Huang, Qing

Nowadays, the media are playing an increasingly important role in various fields of society, and thus influence and change people's daily lives. In order to better understand, utilize, and manage the media, people should construct a proper relationship among the media, society and nature. Accordingly, Peiren Shao's new book, Advanced Research of Media Theory, provides us with brand-new perspectives to meet this challenge.

In the first part of the book, Media Ecology defines the relationship among the media, people, society and nature: first, the media are indispensable to people's existence and development in the information age; second, the media act as a subsystem in society rather than an isolated entity; third, people have to rely on nature to create and make use of the media. Therefore, Media Ecology aims to investigate the fourfold environment composed of people, the media, society and nature. Based on the geographical environment, Geography of Media describes the interrelation between the media and people from specific regions. As Peiren Shao puts it: "Geography of Media focuses on how people invent, utilize and boost the media in specific geographical environment, and how people present, reflect on and transcend the geographical environment spontaneously or unspontaneously."(p.21)

There are nine theories in the second part of the book, and each of them offers us access to knowledge of the media's social functions as well as the relationship among the media, people and society. Theory on Media Vision suggests that we set up some reasonable visions to promote the media industry's development. Theory of Media Convergence guides the media to acquire a dominant position in the competitive market. Theory of Media Ritual, Theory of Media Identification and Theory of Media Game tell us that distance is no longer a barrier against communication. Instead, the new media have already made long-distance communication possible by creating a series of media events. With the new media's help, people can not only interact with others far away but also realize themselves by obtaining a sense of identification or a sense of belonging, and finally improve their spiritual condition. In addition, the media will influence society significantly. Ethnography of Communication, Theory of Media Time and Theory of Media Space emphasize that the media affect the preservation and development of the culture. Theory of Media Administration illustrates that the media can perform as an effective assistant for government if officials are able to utilize the media properly.

Focused on some negative social phenomena, the eight theories in the third part of Shao's book criticize the distorted relationship among the media, people and society. Media Identity Study proposes that we analyze the media according to the threefold idea "society-media-people". It is people's over-reliance on the media and indulgence in the media that cause a lack of critical thinking. Reflecting on this, Worship to Mass Communication Media and Theory of Media's Lack of Wisdom help us to make better use of the media. Theory of Media Discrimination and Theory of Media Aphonia demonstrate that economic and political power lead the media to neglect the fairness in communication and at the same time lose functions of surveillance and warning. Theory of Media's out of Control and Theory of Media Panics remind us that social disorder might rise if the media cannot plan or supervise the communication properly and effectively. Theory of Media's Loss of Memory criticizes that consumerism and poor management cause the media to neglect the duty of preserving cultural heritage.

In the appendix, Shao arranges four papers to make some quantitative analyses of four top international academic journals: Journal of Media Economics, The Journal on Media Management, European Journal of Communication and New Media & Society. The papers provide readers with first-hand information to understand the media research's history, status quo and future.

Shao's book, Advanced Research of Media Theory, shows its spotlights in the following aspects. First, comprehensive: the book looks into the interrelation among people, the media, society and nature and thus transcends the abstract study. Second, interdisciplinary: besides communication research as the main discipline, the book also deals with anthropology, economics, politics, sociology, management, psychology and so on; the interdisciplinary idea meets people's demand to solve the complicated problems that have emerged in contemporary time. Third, global perspectives: in addition to the introduction of four international academic journals in the appendix, the book centers on advanced media issues and presents readers with the trend of international communication research.

Correspondence to:

Qing Huang

Communication Studies Institute

Zhejiang University

34 Tianmushan Road

Hangzhou, Zhejiang 310028, China