Discussing Gramsci’s Cultural Hegemony Theory In The New Media Environment

Gramsci as a great proletarian revolutionist and practitioners, for weleft many valuable theoretical heritage and practical experience.According to a new understanding of "Civil Society", Gramsci proposedthe theory of “cultural hegemony” explains the successful revolution inRussia, but failed in the developed capitalist countries deep culturalreasons, on behalf of the marxist theory development history since the20th century a wave of the most innovative trend, become the study ofcontemporary culture an important theoretical field and hotissues.Gramsci’s cultural hegemony theory not only explains the innerrelations between the cultural hegemony and political hegemony, but alsoanalyzed the necessity of the proletariat continue to maintain the culturalleadership and specific strategies, after the proletariat to master the statepower. As a necessary tool for culture communication, media are playinga more and more important role. In the new media environment, countriesestablish cultural hegemony is compared in the traditional mediaenvironment, faced with new challenges. But new media andglobalization is the irreversible developing trend, we must study thecharacteristics of new media, quickly adapt to these changes, and putforward corresponding educational strategies, can to pursue interests andavoid risks, make the new media become a new weapon of maintaincultural hegemony. Of course, the theory of cultural hegemony has theimportant practical significance for China’s socialist cultural constructionand harmonious society. The present international competition is moreand more fierce, in the competition of comprehensive national strength,the power of culture is more and more important, the culture is not onlythe characteristics of a nation but also a national cohesion and pride oforigin, we must firmly grasp the direction and nature, enhance national“cultural soft power".This article is divided into six parts.The first part is the introduction,introduced in detail in this paper, the research background and researchstatus at home and abroad, and analyzed.The second part expounds Gramsci and its cultural hegemony theory, the concept of culturalhegemony made the definition, analysis of the connotation of culturalhegemony theory. The third part discusses the media under the vision ofcultural hegemony theory, from the perspective of the relationshipbetween media and power, which leads to the media and the relationshipbetween the cultural hegemony, and then discusses the cultural hegemonyunder the traditional media environment problems.The fourth part mainlydiscuss the connotations and characteristics of the new mediaenvironment, and the new media environment characteristics lead to thefifth part article, the new media environment of the concrete embodimentof cultural hegemony theory, namely the media as the fourth power of thehighlight and the importance of culture for future national soft power. Inaddition, the fifth part analyzes the current situation, how to stick tosocialist culture, maintenance of cultural hegemony. Article last part isthe conclusion part, according to the above discussion it is concluded that:in the continuous development of globalization, new media technologyconstantly updated environment, Gramsci more embodied in culturalhegemony theory: the state of the internal culture of battle betweenleading and international culture.Therefore, our country should fullyunderstand and use the power of the new media, attaches greatimportance to the role of culture, maintain the status of the mainstreamculture, meanwhile, the development of national cultural soft power, inorder to improve our country’s international status and culture influence.