Media Culture Reverses To Be Different

The paper named"Media Culture Reverses to be different Chinese Media Culture in the effort of the same media environment of the world"is aim to point out the phenomenon of the same media environment in the world, and analyses the effect to the Chinese media culture, and then points out the way of Chinese media culture.The paper is made up of three parts: The first part is to explain the conception and analyses the phenomenon. It is about the conception and the specialty of the phenomenon. It points out the same trend of the world's media culture. It approves the rationality from four aspects, such as the economy, the politics, the science and technology, and the industry of media. The other parts of the paper are based on the first one.The second part mainly tells about the effect of the same media environment to Chinese media culture. In the amalgamation of The Chinese media culture and the world media culture, The Chinese media culture has the gain and the lost. Going with China entering in the WTO, the loose of the investment environment for the foreign firms, the occident pushing the western culture to the world, the Chinese media culture is in the assimilation of the west. The Chinese media culture learns of the thought of democracy and the advanced management from the west, and boosts up the diaphaneity of the Chinese media culture.The third part of the paper is the most important part and the innovative part. The third part puts forward my own opinion. It points out the trend of the Chinese media culture. and demonstrates it using the theories and the facts. The same media culture trend is just a short moment in the culture development, it is not the end. The trend of the same media culture development will reverse to the different opposite. Chinese media culture is one part of the world's media culture, it will acclimate the main trend. First, in the attitude of the philosophy, anything will turn to the opposite. Second, Chinese media culture turns to the opposite from the power of the inside and the outside. The culture has the same direction and the same gene, but the kernel is different. Chinese culture is different from the western culture, it is particular. The different kernel determines the different development aspect, Chinese media culture will go its own way, and it will not copy the whole western culture. The third is that media culture is restricting of the environment of politics, economy, and morality and so on. China is different from the west in the thereinafter aspects. It determines that the western culture and Chinese culture will go different way. Chinese media culture is not seeking for the oppose. We spark plug the harmonious exist of the multi-cultures. In nature, Chinese culture is not the kind of expansionary and invasive culture. It can include more. The kernel determines that Chinese culture is not seeking for the oppose.. The seeking for difference in Chinese media culture is based on the thought of confirming the culture has the same gene and developing trend. China advocates that different culture keeps its own quintessence, independence and uniqueness. Each country should build up its own culture, and keep the world culture diverse. In all, we can find out that the trend of the media culture coming to the same has occurred. The act of keeping the world culture diverse is going on. Chinese culture has a long history, it is never be broken up, and until now it has formed its own culture kernel. Today, Chinese media culture is trying to break up the same media culture environment, and do our best to build up our media culture which is inclusive and independent. Media culture is one part of the culture, it has its specialty. Media is the channel of transmission. We can not ignore the environment the media gives us, we should make full use of the media function to mold Chinese media culture. We play the media function of"Agenda Setting", and let it help to mold the media principle status. We play the media function of"Training Analysis", and encourage the media to train more people interested in Chinese traditional culture. And we should play the function of"Use and Satisfaction"theory. Let the media tap the best point of the traditional culture and the modern culture. Let the media use colorful ways to meet the needs of the audience. The development of Chinese media culture can breakthrough the Bottleneck of the same media culture trend, and find out its fit way to build up the media culture with Chinese characteristics. Culture media culture is a new dimension, as a new research direction, it is not clearly defined and mature concept of the theoretical system. In this paper, the views are just exploring the media and cultural development, and noted a new trend in the media and cultural development. Building hope for the media culture with Chinese characteristics put forward their own ideas and suggestions.