| Because of the rapidly improve and widely spread of mass media in China, the "Astrology " in western astrology has evolved from a western culture into a systematic andself-growing chinese "Astrology Theory" since it was introduced to China in the late1970s;What’s more, it has been transformed into a fashionable " Astrology Culture" in recent years." Astrology Culture" is spreading fast and deeply in China, it penetrates continuously intoall aspects of life. Also it impacts people and changes their habits; even, it changes their wayof thinking. It is widely sought by audiences especially the youths. Even, the incredibleoccurrence of "Astrology infatuation" phenomenon in China, the government departments andscholars prefer to believe that "Astrology culture" is a foreign superstition which is under thedisguise of high-tech. It doesn’t only have negative influence on physical and mental health ofthe adolescent, but also it open the doors to the invasion of Western culture behind the trendof globalization. Therefore, the research on pervasion and spread of "Astrology culture"becomes particularly important in China.The Innovation Pervasion is a theory about "how new things pervade in a newenvironment" in Pervasion learning. There is certain adaptability for the study of innovationpervasion of Chinese "Astrology Culture" by this theory. Just as a new kind of innovation, itis adopted continuously in the procedure of spreading and pervading.In this paper we discussthe forming and evolvement of "Astrology culture" in China as a breakthrough. With the helpof Innovation Pervasion Theory, we applied systematic research on it. With the clue oftime,"Astrology culture" in China has develepted four stages in China introducing thediffusion process, localization, entertainment and commercialization.As a kind ofcommunication phenomenon, we analyze the contents, the audience, the media, and otherimportant elements of pervasion in "Astrology culture" is very important. Next, we use theseparts to constitute a comprehensive research on the " Astrology culture" including how thisphenomenon spread and pervade in China. |
