Media Promotion Of Traditional Chinese Cultural Renaissance,

If the Chinese traditional culture's revival movement only exists in the street gossip, the power is limited, while if it is communicated concentrated the mass media, the effects will magnify expand. In short time, a new type of "traditional culture", with the characteristic of mass media, appeared in front of audience.Faced with these dazzling "traditional culture", we feel confused. On the one hand, mass media speed up the process of communication, the traditional culture's "renaissance movement" achieved good results at last; on the other hand, in the process of communication, Chinese traditional culture would be contaminated of mass media is inevitable.This article holds this opinion that traditional culture's revival movement is a culture of the Enlightenment. It analyzes the main factor of mass media is "Communication platform". It uses the popular form to promote the Chinese traditional culture, even though it looks shallow, but actually stimulated people's interest.In addition, the traditional culture's revival movement also gives us an "Enlightenment" of Media development. The three main functions are: build quality columns; establish a brand image and formation of the media industry chain. These functions are very important in the development of mass media of china at new period.