The Study Of The Problem In Horqin Metropolis Daily Promoting The Local Culture Endogenous Development

Under the current background, cultural globalization swept, cultural industries in developed countries, especially the media industry, high-intensity, high-energy cross-border development of the local culture, national culture of the developing countries and a great impact. Restructuring and development of local cultures, sustainable development has become the focus of attention of the industry and academia. In this paper, the contents of endogenous development, characteristics that source development model within the construct, develop endogenous motivation is a strong guarantee for sustainable development of local culture.On the other hand, the local newspaper is facing heavy competition within the newspaper industry and the impact of new media, the war of the quality must be started, towards the brand. The construction within the local cultural source development model can be said to provide a new way for the local newspaper. In this paper, Horqin Metropolis Daily as the research object, to probe the problems and proper acts of the local media in the local cultural endogenous development.Local newspapers should be within the germinal source of power for local cultural development orientation, mining local cultural characteristics, rooted in local culture, according to the media’s own operating rules, so that the organization, production, dissemination and other media behavior with local characteristics, style and taste. In the communication process, to attract more audience attention for the local culture, the local culture into a newspaper highlights or brand, fully established social groups can be widely default memory association. And arounding communication activities of the local culture, formation of healthy and sustainable audience interaction, causing the audience to think deeply, improve attention and recognition of the local culture of social groups. Relying on media platforms to further the effective carding and consolidation social forces interested in or helpful to promoting the development of local culture, cohesion and training forces can be generated, and gradually built up the endogenous development model of local culture.