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healthy one. One-way communication does lead to some problems if it goes on for a
long time. Maybe we can not perceive it from ordinary programs of entertainment.
However, when we adjust our perspective and turn to advertisements, it would be
very clear. It is undeniable that ads have long changed our concept of consumption
and reshaped our consumption habit. It is so clear before our eyes that we need no
proof at all. Another potential influence lies in the change brought by the promotion of
certain ideology, which is true both in China and in Western countries.
China Reading Weekly:How are these problems addressed and regulated? What
inspiration could we get from them?
Yang Boxu:They worked out some explicit standards. Take US as an example.
There are rules in the industry as to what scenes could be showed, what should not
and to what degree violence is allowed. Of course such rules are products under the
pressure from government. Europe is comparatively loose as to the industrial
standards in this respect. With the development of internet, the former standards or
regulations have undergone radical amendments.
What we are talking now is mass communication. Currently we are confronted with
mainly the problem brought by the information spread on internet. Internet is quite a
complex thing. Personally I think it is still in its teenage, far from being in its
adulthood. It is now in a process of rapid growth; everything is to be explored while it
felt its way forward. Thus, the issuance of any regulation or policy should be based
on conscientious study and evaluation.
No one knows that what internet will be like in the end, because we are uncertain
about the core of its meaning. The appearance and successful spread and
application of each new media, usually forecasts a new stage of social development.
It is much likely that quite some economic activities of us would be conducted on
internet later on. If it is not developed accordingly, the upcoming economic
development would be subject to unpredictable impact. When we talk about internet,
political or social issues often come into our mind. Actually one factor has been
ignored—the immeasurable economic potential it has displayed. The field where
competition would be made between China and other countries would most probably
be in the development of internet. The performance of China in this field is quite good
by now.
It is said that internet with faster speed has been developed in the world, the super
internet of new generation, the transmission speed of which is 10-100 times faster
than the current one. Just think about what it means for us?
China Reading Weekly:Historically, each new media has an old one corresponding
to it. How shall we understand the relationship between the two of them?
Yang Boxu:Actually the famous Canadian mass communication expert McLuhan
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