The Cultural Hegemony And Coping Strategies Of Network Transmission

The theory of cultural hegemony was put forward by Gramsci in 1920s in a specialbackdrop. After the historical evolution, although times have changed, it still has great theoryvalue and practical value. The media is the most effective carrier of cultural hegemony. Culturalhegemony will have deeper, more extensive influence and effect by means of media channels.Media order is the complement of political order. The mass media are always taken advantage ofby some countries in order to achieve the purpose of political Empire. The representative oftraditional news media of broadcast, newspaper and TV play an important role in the early in theimplementation of means of cultural hegemony. In internet media era, the technology featuresand communication characteristics of internet give cultural hegemony new look. As theimplementation of American cultural hegemony have the strongest penetration, this paper willfocus on the performance of American cultural hegemony in internet communication. The paperwill also analyze the emergence of cultural hegemony in internet communication and itsinfluence, and then put forward some proposals. Specifically, the study will make a research onthe following four aspects:First, the analysis of forms of expression and means of cultural hegemony in the internetcommunication. The most prominent manifestation is the Internet era of the hegemony of theEnglish language is prominent; the overwhelming English exercise the functions of culturalhegemony. Secondly, the cultural hegemony also by means of a global internet of education andexchange opportunities for cultural colonialism, the implementation of ideas and values in orderto "captive" audience. The new media is the emergence and development of Internet-based and,therefore, inevitable expansion of the ideological hegemony tool. US TV series covers thewestern culture and values, the play of internet communication to export natural also facilitatethe penetration of these thoughts. Finally, the internet technology hegemony and management ofreasonable implementation become not hegemony implementation of technical means of thecultural hegemony.Second, the comprehensive analysis of the formation of the internet spread culturalhegemony. The root cause of cultural hegemony is the "to save the world," the "ManifestDestiny" of cultural values, which has prompted the United States and other western countries around the world to think to promote their values and the democratic system. In addition, thepromotion of practical interest, the nature of raking in profits is the momentum generated by thecultural hegemony; also need to have strong economic and technological strength based, whichis to protect and backing; internet and traditional media propagation characteristics more likelyto exacerbate cultural hegemony expansion; Finally from the culture spread their own reasonanalysis of the disadvantaged countries caused to provide cultural hegemony in the machine cancause.Third, from the macro, meso and micro view to analyze the impact of cultural hegemony inthe internet communication. First of all, from the macro perspective to explain the destruction ofthe cultural hegemony of cultural diversity and national independence, the subversion of theorder of internet ethics. Secondly, the content analysis method is used to study the hegemony ofculture medium influence, by the CNN Web site reports on China, for example, quantitative andqualitative analysis of combined description of our national Image of the existence of adverseeffects. Finally, from the perspective of language, values, thinking and behavior analysis of themicroscopic effects of the cultural hegemony on the young people.Fourth, the proposed strategy to deal with cultural hegemony. Respond to the culturalhegemony to the perspective of the "dialogue" as a theoretical outline and basis for, and shouldstrive to enhance the attractiveness of the traditional Chinese culture to foreign audiences toshow the charm of our culture; focus on groups of students in media literacy education andinternet security education, because students important group of Internet users, values and worldview of immature and more susceptible to the influence of cultural hegemony, in particular, needto pay attention and defense; learn the successful experience of Japan to resist the culturalhegemony and strategies to create our own culture brand strategy; do propaganda website, tostrengthen the internet of external communication effects to build the open, transparent and fairinternational image of the government.In a word, this paper proceeds from the manifestation of cultural hegemony in internetcommunication, and then analyzes their root causes, protection, backup, as well as the culturalhegemony to the cause of development. Quantitative analysis and qualitative analysis combinedmethod of internet communication of cultural hegemony in the macro, meso and micro impact.Finally, this paper proposes cultural exchanges to strengthen the internet of external communication, building a good international image of the government as a way to strong toresist cultural hegemony, starting from their own perspective of "dialogue".