The Industry Development Study Of Warmth Culture

In this article, I’m going to explore how the warmth culture is becoming as a kind of cultural consumption trend under the context of the new media, and the new media how to realize the combination of the warmth culture and consumption. Then I will take the popular warmth culture products on the mainland as the research object through the method of literature investigation and close reading of the text. And I also will use the theory of Popular Culture Sociology, Communication Studies, IMC, and Cultural Consumer Psychology. I hope that I can analyze the social cultural context and cultural features, explore the creative way and social acceptance psychology, and study the brand development and audience marketing strategy of the warmth culture through the detailed analysis of the text such as "Dad, Where Are We Going". The most importantly, I want to highlight that how the new media environment changes influence the content of the cultural industry production, marketing and consumption. Ultimately through the warmth cultural viewing, I want to reiterate the importance of "content is supreme" in the development of cultural and creative industries in China.