Evolution Of Cultural Hegemony In Contemporary China

More than half a century, the history of contemporary China's social environment has undergone tremendous evolution. Dynamics and evolution of the dominant culture, elite culture, popular culture and consumer culture lead to the profound internal structure change of contemporary Chinese media.This paper, based on previous studies, focused on the Yangcheng Evening News as a typical case. Gramsci and his cultural hegemony theory is the theoretical basis and analysis tool of this article. Content analysis, frame analysis and text analysis are the methods used to explore how the media text and construction changed, and how these changes may reflect the cultural connotation and the evolution of hegemony. This paper is divided into six parts:"Introduction" clarified the background and research aims, research questions, the scope of the study and the main research method briefly; ChapterⅠ, "Theory Review and Literature Review" reviewed and discussed the related theories and researches of cultural hegemony and media studies. On the basis of this, identified the main research directions; ChapterⅡ, "Yangcheng Evening Newspaper Content Analysis" defined four kinds of cultural forms, empirical analysis the evolution of cultural leadership; ChapterⅢ, "Yangcheng Evening News Frame Analysis" analyzing history comb structure and the locations of the layout, explored the culture morphological changes; ChapterⅣ, " Yangcheng Evening News Text Analysis" analyzed the characteristics from four angles; ChapterⅤ, "Conclusions and Limitations" made appropriate judgments and summarized the conclusions and limitations.The paper covered the topic of cultural hegemony, its concepts, discourse content and relationship has been detailed studied and explained, using content analysis, frame analysis, text analysis as angles, combined with the typical case and the texts, so as to understand the further situation and to provide reference.