Chinese Contemporary Self-media From The Perspective Of Cultural Leadership

This article takes the phenomenon of contemporary Chinese self-media as the research object,takes Gramsci's theory of cultural leadership as a reference,combines contemporary communication theories such as the agenda Establishment,and explores the challenges and profound influence of contemporary Chinese self-media phenomenon on cultural leadership.Civil society is the place for realizing cultural leadership.The media is an important part of the civil society.The realization of cultural leadership is a result of negotiations and compromise between the ruling class and the ruled.The media has become a field for the realization of cultural leadership.Since the emergence of the media,it has broken the traditional “integration” control of the media.The characteristics of the grassroots media,interactivity,personalization,self-organization,decentralization and fission propagation have brought a series of challenges to cultural leadership.Since the media has become a gathering place for multiple discourses,the “integration” control has been broken;under the setting of the self-media agenda,official media guidance has been challenged;the coexistence of virtual public opinion fields and realistic public opinion fields has challenged the maintenance of government image.This article believes that in today's dramatic changes in the media landscape,we must fully understand and use the characteristics of the dissemination of self-media.First,we must adhere to the “take the Internet mass line,” and second,we must give full play to the role of grass-roots opinion leaders in guiding public opinion.Third,we must strengthen public opinion research.To deal with public feelings,we must fully realize the positive interaction between traditional media,official media,new media and self-media,and pool consensus,pool efforts,and better realize cultural leadership.This paper adopts a combination of theoretical and practical research methods,and comprehensively adopts literature research methods,case analysis methods,and comprehensive analysis methods,and collects concrete cases and theoretical links on the basis of collecting,collating,identifying,and analyzing documents.Actually,comprehensive analysis of all aspects of the factors.