Media Cultural Construction On Campuses Of Modern Polytechnics

With the innovation of the media technology, many new conditions, problems and characteristics appearon the media cultural construction on the campuses of modern polytechnics. How to effectively integrate themedia of the polytechnics and give full play to the functions of the media culture of the polytechnics hascome to be a new project that the polytechnics are pressed for researching.Culture is a broad concept which can be presented as follows in modern media culture of thepolytechnics: It is the sum total of the spiritual wealth that contains and forms the local characteristics of theindividual polytechnics during the long practical activities of the staff and students through the media of thenewspapers, broadcasts, television, internet, magazines, cell phones and direct mails between thepolytechnics and the society. The concept comes out with the extension of the media which are owned by thepolytechnics or students, or transmitted through the media of the society. It explains that the staff and thestudents in the media of the polytechnics are not only the passive consumers of the simple audience andmedia cultural products but the active creators of them. It reflects the dynamic and generative process of thecultural inheritance and innovation, shows not only the local spiritual symbol of the humanist tradition in theindividual polytechnics but the spiritual wealth that is cultivated and innovated after the long practice of thestaff and the students and is the intrinsic requirement and the spirit of the media culture on the campuses.This article explains the functions of the media culture of the modern polytechnics by analyzing theconnotation and characteristics of the media culture of the campuses in the theories of communication,education and culturology, does attribution analysis on the condition of the media culture of the modernpolytechnics and its shortage and puts forward five prospects in the media cultural construction of the modernpolytechnics. The conclusion of this article is as follows: We must strive to develop the media culture of thecampuses and construct prosperity of the media culture of the campuses of openness, integration,diversification, complementarity, criticism, coexistence, surge, development, advance and common prosperity,in order to inherit and guard the college spirit of the media culture of the campuses whose core is technologyand whose key is the humanities.The media culture of the modern polytechnics reflects their characters, remould and reconstruction oftheir tastes, inherits and advances their spirit and brand strength, is a crucial factor in building the prosperityof the culture and harmony of the campuses and is the source of power in propelling forward the scientificand sustainable development. In the background of the Sixth Plenary Session of the Seventeenth NationalCongress of the Communist Party of China and “The Formulation of the Plan for the Development of Culture in the12th Five-Year-Plan Period”, the promotion of the great development and prosperity in the mediaculture of the campuses is not only meaningful but the only route which must be passed.