Media sociology is an inter-disciplinary field of study dedicated to the changing trends of information production and social communication. Against the backdrop of the modern media environment, it has drawn increasing attention from both academia and the public.

Liu Weidong, vice-president of the Communication Association of China, suggested that mass media has permeated all fields of social life, making media one of the core elements of the social system. The media has become the channel for all kinds of social relationships. When this mediary function is considered within the entire system of the society, it becomes meaningful to discuss the relationship between media and other elements of society and between the media and the public. The information production and organizational structure of the media, as well as its relationship with politics, economics and social culture, is also important, Liu said.

To some extent, media sociology can be considered sociologists’ re-interpretation of the phenomenon, culture and life of media in the process of information dissemination, said Tang Kuiyu, a professor from the School of Humanities, Social Sciences and Law at the Harbin Institute of Technology. By studying information technology and communication organizations, media sociology helps enrich the theories of contemporary sociology, he said. It also provides a more comprehensive understanding of the media practice and helps improve the self-discipline of individuals and organizations in terms of their use of media in life and production, he said.

Li Dongxiao, an associate professor from the College of Media and International Culture at Zhejiang University, suggested media sociology combines communication studies with sociological issues such as social order and identity. On the one hand, media is considered part of the social structure and power operation. On the other hand, media sociology considers media as a variable medium and pays attention to its social influence. She said sociological theories can provide a macroscopic view when examining these issues about media. They can also reveal to us any external influences on the content production and organizational structure of the media, as compared to the internal influences of media employees or professionals, she said. Sociological theories can provide a picture of the interaction and mutual influence between the media and the social system, she added.

Media sociology still faces some challenges despite rapid development. Huang Dan, a professor of journalism from Fudan University, suggested scholars of media sociological studies should expand their vision from traditional topics such as the production and influence of news and explore new domains for research.

Tang proposed several topics for future research of media sociology. For example, the relationships between information production and life in the use of media, the relationships between media factors and social factors, the integration of and difference between old and new media, and the relationship between public opinion and national governance.

Liu suggested that studies of internet sovereignty and discourse power in the international community deserve more attention. In addition, theories about media’s role in communication of public events and social governance, and of new topics such as communication of public health issues and global climate change, can also be notable fields for media sociological studies, Liu said.

The wide use of mobile and intelligent technology in communication brings new issues to the studies of social organization, stratification and governance. Liu suggested that the healthy development of the media industry and media society requires extensive and comprehensive education in communication skills and media ethics, as well as guidance in media sociology theories.

Media institutes should be aware of the drastic change that new communication technologies bring to the industry, and just utilizing these kinds of media in their work is not enough, Huang said. It is more important that institutes engage themselves in networks intertwined with mobile media. Media agencies should play a role in converging, storing, ordering, distributing, transporting and guiding data, he suggested. Tang suggested that the development of a communication society should uphold Marxism as a guiding theory. Scholars of communication studies should explore the objective rules for media and give more advice for media to play a positive role in social development.

(Edited and translated by Chen Along)