A Study On The Spread Of New Merchants In The Media

Jin merchants as the top ten business group of Ming and Qing Dynasties, creating a periodof historical bank business empire legend, she not only left us with considerable intangiblecultural heritage, but also left us a rich spiritual heritage. The party’s sixteen plenary session heldin2011adopted the "CCP decision on deepening the reform of the cultural system, and promotesocialist cultural development and prosperity of some major issues", the programmatic documentaimed to vigorously promote a full range of coordinated development of domestic politics,economy and culture, it also had a profound effect on the development of socialist culture. Underthe background of all media, cultural development attracted more and more attention of the partyand the government, at the same time, the academic community also had strengthened thecultural focus. In response to national policy, Shanxi provincial government also developed"Development plan of cultural industry in Shanxi province (2009-2015)", which was devoted tothe province of the cultural industry, especially the development of the new Jin merchantsculture industry. Following the outline, Shanxi Province had proposed the "cultural province"strategy, trying to promote the province’s cultural industry development, establishing a strongnew Jin merchants culture brand.This article mainly from the perspective of Journalism and communication, masscommunication, communication of culture, sociology, economics and culture of Jin merchantsresearch related theories, adopting the research method of the text analysis, comparative analysisto research New Jin merchants culture under the background of all media era. The paper pointsout the characteristics and significance of the new Jin merchants culture communication,revealing its survival plight, and put forward relevant development strategies.Firstly, the prolegomenon from three sides to describe the research background andsignificance of new Jin merchants culture: all media era is the inevitable trend of mediadevelopment, new Jin merchants who carry forward the Jin merchants culture, and thesignificance of studying Jin merchants culture. Next, the author introduces the research statusand the the innovation point. The first part of the paper mainly introduces the new Jin merchantsculture in all media era, including: the connotation of the Jin merchants culture and the new Jinmerchants culture, the characteristics, the influences and the significances of the new Jin merchants culture communication. The second part of the thesis describes the communicationdifficulties of the new Jin merchants culture in all media era from four aspects, which are weakmedia forces, communication resources fragmentation, part of the impact of negative events onnew Jin merchants, and lack of in-depth reports and news story. At the ending of the thesis, theauthor gives advice and suggestions for the new Jin merchants culture communication under thebackground of all media era, and put forward relevant development strategies. The new Jinmerchants culture can from these four aspects to make efforts: the way of industrial development,building the cultural brand, improving their own competitiveness, and establish the credibleimages of new Jin merchants. Finally, Sincerely hope that the new Jin merchants culture canlearn from history, going a long way in cultural communication.