Mass Communication Perspective, "jin Yong's Hot"

The knight novel of JinYong is the allied outcome of Chinese traditional culture and modern business civilization. The formation, spread and long influence of the JinYong hot is the result of various social factors. Both the development of the modern mass communication media and the variety of the communication context caused the formation and spread of JinYong hot. Under the visual field of mass communication, the Jin Yong has no longer limited at a kind of literature phenomenon.Reviewing the development process of Chinese national cultural industry since the 20^th century, there are few mass culture products, which owns so long time vitality like the JinYong knight. The Chinese knight culture has already occupied a place on the global cultural stage, which takes JinYong as the representative. The knight of JinYong reflected harvest and frustrate in the process of the development of our country national cultural industry, which has already become the banner of Chinese national cultural industry.With lengthways analyse and transversal comparison, this thesis analyzes the function in the formation and spread of JinYong hot, played by different factors, such as audience mind, medium operation, etc, and then, points out necessary measures that should adopt in the development of JinYong industry, under the new economy and the medium condition.This thesis consists of 4 main parts.Chapter one researches into the main channels, by which JinYong knight has sped for half a century, and points out the four main characteristics presented in the spread of JinYong knight.Chapter Two concretely analyzes the special principles that Jin Yong holds in his literature creating, as well as three kinds of mental appearances of the audiences who accept knight of JinYong: substitutable satisfaction, total acknowledge and rational analysis. On this basis, it analyzes how the knight novel of JinYong has become a mass culture product from 80s to 90s in last century, as well as under the new medium environment why the audience of JinYong knight gradually turn less.Chapter Three analyzes the communicative mechanism of the 'JinYong hot' through a case study. The 'JinYong hot' causes 'Matthew effect' in the mass media, meanwhile, the mass medium completes the agenda setting work with setting up 'medium affairs', helps JinYong knight establishe the position of literature classic, and become a banner of race cultural industry.Chapter Four from cultural industry angle, analyzes the market and the brand content of the JinYong knight. Then it points out the restricted factors of the development of related industry of JinYong knight, and puts forward some improvement measures at last.