The Network Media Presentation Of Walk Marriage Mosuo Culture

As a branch of Naci, Mosuo,living on the border between Sichuang province and Yunnan province,has been a hot issue in mass media coverage for its unique cultural phenomenon, Walk Marriage. The main purpose of this paper is to analyze the manifestation of Walk Marriage by network media and the whole study is based on Stuart Holzer ’s Encoding and Decoding theory. According to the results, it’s apparent that in the eyes of network media,the figure of Walk Marriage is quite different from the stereotype it used to leave on the public.The encoding of Walk Marriage from network media corresponds to its connotation,instead. However,it’s strange why Mosuo culture is still being misunderstood and sometimes Mosuo are taking advantage of such a kind of misunderstanding. So what does the network media convey in terms of Walk Marriage.Reports from five main websites, including I feng, ntes,infzm, people, xinhuanet,serve as the study samples. Results and analyses on these samples are as follows:First of all, analyze the reports from the five websites on Walk Marriage, then classify the reports into different categories and conduct content analysis again. The finding shows seen from the outside, networks report Walk Marriage objectively but biases do exist when it comes to the concept.Secondly, analyze the characteristics of network media’ coding Mosuo culture..It is with ideology,poetic,non –linear structure and visualization that network media encode Walk Marriage,which results from construction,storytelling and mimicry of network media codingAt last,it’s found that the manifestation given by network media has an influence on receivers’ decoding. Meanwhile, receivers will decode what they receive with selectivity. The selectivity will affect local culture in return.