In the current background of social transformation, media culture, which consists of media and its symbolic system, is a significant aspect of contemporary society. The current media culture, considering cultural value, aesthetic value and pursuit of commodity value in its ideological complex, especially emphasizes pursuit of commodity value and results in varieties of alienations, such as a pancommercialization, partiality for high coverage, and overflow of commercial logic of media “field territory”. This tendency of commercial logic will lead media to a world of commodity value and a highdegree overlapping of media power and commerce, which is bound to make the world of media culture into a world crammed with cultural “commodity”.

media culture; cultural production; coverage; cultural commodity