Communication Case Study On Mass Culture Transmission Of Sanshui District, Foshan

Since16th CPC National Congress, the Communist Party of China has increased theinvestment of culture from different aspects, such as enhancing the construction ofcultural teams, promoting investment of cultural facilities, encouraging supports ofcultural industries, improving reforms of cultural institutions ect. Mass culture hasdeveloped greatly. In order to expand the influence of mass cultural transmission to anew level, Mass cultural transmitters begin to penetrate into mass media, trying toutilize traditional and new media. How to use cultural transmission properly so as todevelop mass culture becomes a new field of study.Taking Sanshui District, Foshan City as an example, this paper applies the theory ofcommunication, the methods of investigation, qualitative field research, literaturesearch and interdisciplinary method to study the mass cultural transmission. It aims atconducting a case study on mass cultural transmission so as to promote mass culturaltransmission and give advice on the construction of mass culture. Based on fieldsurvey and character analysis, this paper applies cases study from different areas andfocuses on analyzing the subject of mass cultural in the Sanshui District transmission,its contents and channels of transmission, its audience situations and its evaluationsystem. It also summarizes the major problems of the mass cultural transmission inthe Sanshui District and suggests four strategies to optimize mass culturaltransmission These four strategies includes diversifying the transmission subjects,improving the differentiation of transmission contents, expanding mass mediachannels and optimizing the evaluation system of transmitting effect.