Function Of The Creative Cultural Industry In The Media

Culture plays a vital role in the competition of international community. To see cultural factors as of equal importance as economic, political and social ones, is one of the major strategic decision concluded by 17th Conference of CPC. Creative industry is the trend of the development of world's culture, and is also the core of the knowledge-based economy.In the creative industry, the highly-developed media have its unique and important function, which is beyond the achievement ever accomplished by Journalism and Communication's research on media's function. It needs to be carried out through this angle at the micro level of research. This thesis begins with a new theory known as the "long tail", and then it analyzes that the fundamental reasons why media evolve from "Red Sea" to "Blue Sea" to "Long Tail" are as following: excess resources of communication, the central status of audience and the intensified trend of focus and fragmentation.The relationship between media and creative industry is firstly manifested as being interactive. Movie, advertising and music industry are not only the important components of media industry, but also through the promotion of other forms of media, they are prosperous. The creative industry also has some reactive effects on media such as upgrading the traditional media, accelerating the paces of "focus era", and producing more innovative programs.The main part and conclusion of this thesis focus on the specific functions of the media in creative industry and my speculation on communication theory. The three specific functions can be summed up as "booster", "incubator" and "detonator". There is theoretical and abstract speculation in-depth in the last chapter as "Speculation on Communication". Firstly, media have brought about the fragmentation, personalization and globalization of the subject in creative industry. Secondly, the media have played a "sub-text" role. Thirdly, the media have changed itself from "satisfying audience" to "cultivating audience". As a result, the creative industry is booming.