Jin Merchants Of Culture Communication Mass Media Age

September 2006, the Chinese Government introduced "the cultural development plan sketch during the period of Eleventh Five-Year plan". After that, making socialist culture and economy, polity, society develop harmoniously is not only significant to the socialist culture development during the entire eleventh five-year period, but also has a profound effect in promoting the development of socialist culture in the future. Our party and government have paid great attention to the socialist culture construction, which caused great concern of the academia and the public. Moreover, culture plays a more and more important role in social life.Under the guide of the national policy, Shanxi Province set up "The Plan for Developing Shanxi as the Cultural Province (2003-2010)" and "The Culture Industry Development Plan in Shanxi (2009-2015)" according to its provincal situation. In addition, the local government launched the "cultural province" strategy, in order to speed up the cultural industry construction, and establish a strong cultural brand. The "Jin culture", as Shanxi's unique culture, has made brilliant achievements in promoting the brand of the provincial cultural image, and economic and cultural development in Shanxi.Base on the theory of journalism and communication, this paper analyzes the phenomeno of news communication of the Jin culture in the mass media era, from perspectives of cultural studies, such as the relationship between culture and communication, and the effect of cultural communication on social life. The first chapter defines the concept of Jin-merchant, meaning and composition of the business culture of Jin merchantry. The second chapter briefly discusses the inheritance and development of Ming and Qing Jin culture in the modern society, and introduces the new Jin merchants which is closely related to the contemporary Jin culture communication. The third chapter analyzes the basic content and features of the Jin culture in the era of mass media, including the main disseminators, the main communication content, the major media, and therefore reflects the significance of the Jin cultural communications in contemporary society. The forth chapter is the comprehensive analysis of the problems of communication of the Jin merchants in the era of mass media culture, and also make several recommendations.This paper integrates the news communication, and cultural communication, Jin cultural studies and other related theory, adopts concept analysis, qualitative analysis, textual analysis, comparative analysis and other research methods. Through the study of the phenomenon of cultural communicaiton of Jin merchants, this paper confirmed the news media active role in the Jin cultural communication. In the meantime, the paper also points out the communication problems and shortages of the Jin culture during the news media era, and make reasonable suggestions about the future development.