The Production Of Mass Culture In The New Media Environment

Not only does the rise and development of new media change the traditional media environment, but it also stimulates the transform of the production of Chinese mass culture, which promotes the improvement of its industrial chain, integration of its producing patterns, and the change of its producing models. Compared to traditional media, new media introduces video-watching based on digital techniques,which has become a way to send and receive messages, more visual than characters.With the improvement of the industrial chain in the field of video websites, the professional content production will occupy a leading position, and producing contents will become an important development goal and competitive edge. As a new field of the production of mass culture in the new media environment, video websites provide the production of mass culture with a new place and promote the change of its production modes. The producing model of mass culture changes from a traditional single one to a multiple one. The popularization and specialization of production subjects also weakens the dominance and technical monopoly. The producing process of mass culture tends to be industrialized, and the products of mass culture are stepping towards branding and fineness.The greatfield formed in new media creates material wealth, offers the production of mass culture room for practice and gives practical value and theoretical significance for the current development of Chinese mass culture. However, the production of mass culture in the new media environment is not mature or integrated.It is still confronted with various problems, such as the imperfection of its industrial chain, the immaturity of its supervision mechanism, the absence of cultural values and so on. With the current Chinese social environment and the existing problems of the production of mass culture, it is necessary to critically inherit what the mass cultural theoriescriticize the modern industrial civilization for. The transformation of cultural production is demanded to cultivate the strong sense of historical mission to redeem soul by culture. The nationalization and internalization of Chinese mass culture should be actively promoted. It is our cultural responsibility and historical mission to improve the industrial chain, to establish the system of cultural values and to give correct guidance to the healthy development of Chinese mass culture.