Generation Mechanism And The Impact Of "grassroots" Culture Under The Conditions Of New Media Research

"Grass roots"culture as a long term existing but newly flouring culturalphenomenon, is embodied by a group of people called"grass roots estate", and thesepeople play a crucial role in all the aspects of the society of nowadays' China.Thisarticle uses sociology, linguistic, translation, journalism, and historical verificationand etc.and combining with the typical examples to dig into the affections of thisphenomenon and the means to tackle it.The whole essay can be divided into4parts as follows:The first part exams theconceptions,contexts and the characteristics of "grass roots","grass roots estate","grass roots"culture,and forth.The second part analyses the causes of the developmentof "grass roots"culture from5aspects as follows:cultural reason,technologicalreason,customer reason,market reason,policy reason.The third one bases on the "webcelebrities" which is at the adage of "grass roots" culture and the new media. It pickshe typical incident—"Xu Ri Yang Gang" as an example to dig into the visible andinvisible functions of "web celebrity".In the forth part, we emphasize on the mostcentral value of "grass roots" culture,and explain the meaning and effects of right ofhaving a say on web.The innovative part is that we put the "four reasons"onto table for the first time.Weuse a scientific attitude to figure out the historical responsibilities of "grass rootsestate", that is, pushing the Chinese culture forward and further.