长期以来,人们对大众传播的思想性、指导性、群众性等共性十分关注,相比之下对于传媒个性风格却重视不够。但是近几年随着上海东方台、湖南广电等媒体推陈出新、标新立异、以其鲜明的风格脱颖而出,这种超越“主流、传统”的模式便被受众欣然接受、并给其他媒体带来很大压力。“新闻传媒是社会结构中的一分子,它并非一种被动的、无知的工具,而是一种与社会有着广泛互动的、具有个性风格的一种社会角色。”传媒在社会结构中所扮演的自身角色与理想角色总是存在着差距,它必然会逐渐向理想角色靠拢,满足受众的角色期望。在这一过程中逐渐形成大众传媒的个性风格。 For a long time, people are very concerned about the generality of the mass media such as ideology, instruction and mass. In contrast, they pay insufficient attention to the media personality style. However, in recent years, as the media such as Shanghai Oriental TV Station and Hunan Broadcasting and TV Media have become more and more innovative and unconventional, with their distinctive style, this mode of transcending “mainstream and traditional ” has been readily accepted by the audience and brought to other media huge pressure. “The news media is a part of the social structure and it is not a passive, ignorant tool, but rather a social one that has a wide range of interactions with society and has a personality style.” "The media in the social structure There is always a gap between own role and ideal role. It is bound to gradually move closer to the ideal role and satisfy the audience’s role expectation. In the process of gradually forming the mass media personality style.