Implication·Generation·Value

Since the 2006 television series《Qiao Jia Da Yuan》feverish popularity, and trigger Shanxi Cultural heat, on TV and screenplay adaptation of the novel has been studied many. But in the current study, the use of western culture and ideology research analysis method to probe into its economy as the axis of modern cultural value, or a blank this paper will attempt to fill through research of the academic blank spots.TV dramas and novels "Qiao Jia Da Yuan" in promoting the traditional culture of confucianism on the surface, completion of the contemporary commercial ideology of its own culture root of traditional confucianism and cultural infiltration, and a new replacement. First, the ideology of contemporary commercial own cultural roots date back to the Ming and Qing Dynasties occasion businessman of culture, to find their own cultural origins and legitimacy. It is through this unique traditional commercial culture of the Ming and Qing Dynasties international commercial confucian ideology squeezed into the internal thinking, the success of the replacement and renovation, make socially marginalized and businessmen at the center of the combination of confucian scholars. Secondly, the contemporary business ideology entered to the traditional culture of confucianism, a new infiltration and replacement. This "Qiao Jia Da Yuan" of the two with aspects: on the one hand, through to the actor Qiaozhiyong disposable confucianism business life turns affirmed the commercial value of the community; with the other hand through the same road to the show, and stressed the value of commercial culture, eventually construct these two aspects together with the ideology of contemporary commercial culture pillars. In short, "Qiao Jia Da Yuan" cultural implications: awareness through advertising and rely on confucianism culture, contemporary commercial realization of the ideological and cultural root replacement, it enters the internal culture of confucianism, consciously transform the culture of confucianism with its own reality, the end of the commercial value of contemporary times and further recognition contemporary commercial ideology more widely disseminated and accepted. If we have the cultural meaning of "Qiao Jia Da Yuan" , the emergence of the contemporary culture of the Chinese society in the process of natural phenomenon. Following its formation stems from several factors: The impact is the first political and economic level, that is, since the reform and opening up, Chinese society is undergoing a market economic system as the center of tremendous transformation. This is a transformation of the social structure adjustment this will inevitably cause social reality in the culture and ideology of adjustments and changes. With business groups forming the rapid rise and the strength of contemporary commercial ideologies gradually formed and established. Secondly, the ideology of the contemporary commercial establishment, they will have a discourse demands desire in its request the right to speak lurks behind the deeper and more realistic objective -- plastic image is pursuing development status. Achieve this aim requires a strategy that is the contemporary business ideology and the ideology of the existing ones to reconcile with the game, access to culture leadership. "Qiao Jia Da Yuan" reflects the contemporary commercial culture, traditional culture and popular culture, contemporary business ideology, political ideology and the public ideology integration of complex intertwined status. Third, access to the right to speak because of the efforts of the need for practical and effective platform So business groups chose the television commercial of the mass media, used to express their own culture and aspirations of the important ideological platform. Commercial television is the subject of contemporary commercial ideology of the best form of mass communication. It can produce reconcile the mainstream political ideology, contemporary business ideology, integration among the public ideology of the "consensus opinion", but also meet people in the transitional stage of the social anxiety and aspirations. "Qiao Jia Da Yuan" is the contemporary practice of ideological strategy to achieve its "plastic image, is the status and development" purposes."Qiao Jia Da Yuan" the cultural value lies in the promotion of economic construction as the axis of Chinese cultural modernity. I believe that in the face of China's cultural history as the axis of political inertia. Present modern Chinese culture is the key to address the economic impact of cultural forms, construction of the economy as the axis of cultural forms. As we all know, rational, secular and modern freedom are the three important components and features of the modernity. "Qiao Jia Da Yuan" in the interests of contemporary culture and confucianism commercial ideology further public from concept to level the deepening of the market economy and market economy is the rational spirit embodied, therefore, "Qiao Jia Da Yuan" with the promotion of the rational spirit of Chinese cultural modernity today deepening role. Contemporary commercial and ideology of "desire" and "private" is sure to promote the secularization of development; on "disabilities" cultural subversive but also conducive to the formation of civil society, so as to promote the spirit of freedom in Chinese society and culture in depth. Therefore, "Qiao Jia Da Yuan " the cultural value lies in the promotion of economic construction as the axis of Chinese cultural modernity.