Abstract: To some extent TV plays an important role in the construction of social value identity. Based on the survey of Shanghai citizens in 2009, this article finds differences among diverse occupational and status groups in watching habits, the utilization and appreciation of TV as well as the assessment and trust of TV programs. All these differences lead to the divergence among TV audiences in social values including the identification of society, the consciousness of selfinterest and the sense of public morality. To rebuild social value identity in the new era, it is therefore necessary to give full scope to TV programs continuously.

Key words: social differentiation, occupational and status groups, TV audiences, social identity, value concept