走向市场的媒体把受众看作消费者,甚而视为上帝,着力于满足他们的精神需求。因为只有媒体吸引了相当数量的受众后,才能直接(通过发行和收视费)或间接(通过广告)获取收益。默多克说过,如果报纸的格调低一点,读者数量会多一些。因而,一些传媒表现出一种不良倾向——低俗。媒体低俗化主要表现在着重满足受众的原始需求,提供暴力、性等低俗内容,刺激他们的低级欲望,以吸引他们的眼球。 Market-oriented media see the audience as consumers, even as God, focused on meeting their spiritual needs. Because only after the media has attracted a significant number of audiences can the proceeds be gained directly (through distribution and subscription fees) or indirectly (through advertising). Murdoch has said that if the style of the newspaper is lower, the number of readers will be greater. As a result, some media have shown a tendency to be bad-vulgar. The vulgarization of the media mainly focuses on satisfying the original needs of the audience, providing vulgar and vulgar content, and stimulating their low-level desires to attract their attention.