| Shanxi merchants,as the top ten merchant groups in the Ming and Qing Dynasties,once hailed the world business for five centuries.They created the legend of Bank Empire in Chinese history,leaving us wonderful spiritual and material culture.After the reform and opening-up,the "new Shanxi merchants " —— the continuation of Shanxi merchants —— gradually enter the public's vision,but the development of the new Shanxi merchants group has not been able to create the brilliance of Shanxi businessmen,even hovering on the edge.In 2009,the Shanxi provincial government responded to the call of the state to develop culture and began to promote the strategic measures of "building a strong cultural province".At the same time,it formulated the Outline of Shanxi Cultural Industry Development Planning(2009-2015).It is mainly committed to the construction of cultural industry in Shanxi Province,especially the development of the culture of new Shanxi merchants.In February 2017,the "Thirteenth Five-Year Plan for Cultural Reform and Development of Shanxi Province" was issued,which clearly pointed out that we should vigorously develop cultural tourism industry and other strategies to boost Jin and strengthen Jin,and create a strong cultural brand of Shanxi merchants.As far as the current status of the new Shanxi merchants is concerned,it is not optimistic at the moment.Based on Lasswell's "5W" model theory of communication,the new Shanxi merchants faces the marginal predicament in the subject of communication,faces the regional predicament in the content of communication,faces the closed dilemma in the communication channel,and accepts acceptance in the communication audience difficulties,facing new media dilemmas in the way of communication.The reason is that the current difficulties in the cultural communication of new merchants should be analyzed from both internal and external aspects.From the perspective of external factors,the level of economic development,the impact of foreign culture,the low level of understanding of the new business culture by the audience,and the lack of media coverage of the new business culture are the reasons for the dilemma of the cultural communication of the new business.In view of the development dilemma of the new Shanxi merchants,it is also necessary to analyze from multiple angles,so that the new Shanxi merchants can be better developed.It is necessary to show its unique charm from the main body of communication,develop modern connotation from the content of communication,vigorously use new media to promote innovation,disseminate in-depth reports and special reports,and promote the inheritance and spread of new Shanxi merchants from the effect of communication.The opinions and suggestions put forward in this paper are not enough to promote the effective dissemination of the new Shanxi merchants.More research and discussion is needed.It is hoped that the research in this paper will contribute to the spread of the new Shanxi merchants.It is also hoped that the new Shanxi merchants will be more scientifically developed and passed down in the future,and will create greater glory on the road of cultural heritage. |
