A Study On The Cultural Communication Of "Hunan Daily" Mobile Client

With the development of media integration,the openness of new media has greatly realized the coexistence of multiculturalism.In the face of the diversification of new media communication channels,the mainstream culture tends to be marginalized in the process of communication and communication."Hunan Daily" as the Hunan Daily Newspaper Group launched the party newspaper new media,through innovation and change,with unique cultural content production and dissemination of cultural transmission,both to achieve the mainstream culture heritage,but also to meet the user's multicultural demand,became the party newspaper in the new media leader.The current state vigorously promote the "cultural power" strategy,whether from the political,economic,social or technological environment,"Hunan Daily" mobile client cultural spread opened up a new path.From the view of the environment,the"Hunan Daily" in which the industry environment,geographical environment and business environment for its cultural transmission provides the necessity and feasibility.The microcosmic environment of cultural transmission cannot be separated from the development of the press group,the writer's feelings of the literati and the cultural needs of the user groups."Hunan Daily" mobile client communication of cultural content.Firstly,the mainstream media to carry forward the mainstream culture,the second is the people's diverse needs-oriented people's livelihood culture.Through the secondary development,fine reproduction and group outsourcing to achieve the production of cultural content,with interactive,professional and open features.In the mode of transmission,"Hunan Daily" mobile client to take an integrated communication,to the debris to the channel,to the content fragmentation and to the user fragmentation effect;for different time scenes,location scenes and event scenes completed the culture In the form of community-based communication,with the "Hunan Daily" as a starting point,with the user interest as a link and social media as an extension of the online and offline community to achieve a complete culture of cultural transmission."Hunan Daily" mobile client in the process of cultural communication in the implementation of the scope of the scope of coverage fuzzy,lack of original cultural content,a single cultural communication channels and community maintenance efforts are not enough to solve these problems,you need to "Hunan Daily" culture spread in the breadth of the channel to increase,in the depth to strengthen the cultivation of talent in the carrier to broaden the channel construction and in the way to promote community interaction.