2016 4th International Conference on Advances in Social Science, Humanities, and Management (ASSHM 2016) ISBN: 978-1-60595-412-7

The Research of the Cultural in Characteristics and Development

Jiao Lei1

Abstract

The mass media cultural that it developed to the advertisement. This year, we studied in the mass media cultural by the various of media cultural. We knew that people gained the information from the history of broadcasting, newspaper and then computer. We saw that the cultural is a kind of changeable multi-progress. We learned a lot but the development of leave deep impression to me, let me explain below the development . Human revolution for the first time the agricultural revolution, because the agricultural revolution happened earlier, China became one of the world's four major ancient , the Chinese five thousand years civilization stroll in the agricultural society, almost all the self-sufficient natural economy in agricultural society undoubtedly dominant from beginning to end. Although so, we have to admit, the division of Labour is the exchange, the exchange is the commodity, so agricultural society also has the element of commodity economy, thus producing the various forms of advertising "green shoots". Advertising "green shoots" is different from the modern advertisement, but contain the modern advertising and the function, the basic purpose of spreading information, advertising goods. Modern advertising is the advertisement in "green shoots" developed on the basis of, adopted a new means and tools, only injected new content.

Key Words: the mass media , broadcasting, newspaper, website

1. INTRODUCTION

The rise of in the 20th century in China. It along with the reformed and opened the policy spring breeze blowing and awakening, that is rooted in the fertile soil and growth of the , just less than 20 years. It has developed rapidly from the official culture and elite culture from the academic circle is neck and neck, the society of the three pillars of ZhuGan Xing cultural forms. The development of it fundamentally changed the traditional pattern of Chinese culture, and positive impact on the social development of the national personality shaping and appearance, but also caused the multiple social effect evaluation and discussion, and a variety of prompting people to have to rethink its , effect and development control problem. We say today's popular culture is a specific category, it mainly refers to the rise in contemporary urban, closely related to the contemporary industrial, with the of modern media (especially the electronic media) for the mass production of medium form of contemporary culture, is in the age of consumption or quasi consumption era, planning, guiding the public by consumption ideology, take the works of contemporary cultural consumption patterns. It is a product of the development of modern industry and market economy fully. Is contemporary the public participation of the contemporary social culture on a large scale public space or the public domain, is the broad participation of human, the largest in the history of cultural events.

1Foreign Languages School, Wuhan University of Technology, Wuhan City, Hubei Province, 430070 P.R. China.

360 2. Traditional Media 2.1 Newspaper China became one of the world's four major ancient civilization, the Chinese five thousand years civilization stroll in the agricultural society, almost all the self-sufficient natural economy in agricultural society undoubtedly dominant from beginning to end. Although so, we have to admit, the division of Labour is the exchange, the exchange is the commodity, so agricultural society also has the element of commodity economy, thus producing the various forms of advertising "green shoots". Advertising "green shoots" is different from the modern advertisement, but contain the modern advertising and the function, the basic purpose of spreading information, advertising goods. Modern advertising is the advertisement in "green shoots" developed on the basis of, adopted a new means and tools, only injected new content. 2.2 Magazine The same as the newspaper. They are also a kind of the media by the print. It also has some of the advantages of the newspaper. But there is a big difference between the two. Advantage: readers targeted; magazine content rich and colorful, strong visual appeal; compared with the newspaper ads, magazine ads can be printed on color pictures and patterns of artistic expression by more diverse, strong visual appeal; in addition, advertising can be the appearance of the product image directly shows, let the reader have an intuitive understanding of the product, to stimulate the reader's desire to buy; the long life cycle, the magazine is the strongest vitality in the media all media. Disadvantage: limited flexibility; lack of timeliness, some readers will not read it for a long time after the magazine is in hand, the production of complex, high cost. 2.3 Broadcasting With the development of science and technology, new media continue to emerge, the broadcast media is facing more and more challenges and impact, but still broadcasting has its advantages, the main features of advertising: immediate communication; wide spread; listen to the randomness of diversity; audience level; and the production cost low cost broadcast broadcast; flexibility; provocative emotion. However, radio advertising is also insufficient, such as transient single mode of communication. 2.4 Television The main feature of Television is intuitive; there is a strong impact and appeal; by viewing the environmental impact of large, difficult to grasp the communication effect; instant communication, passive acceptance; expensive; high attention rate; easy to produce resistance and so on... Nowadays, Television is more and more extensive than newspapers, magazines and radio, which greatly changes people's life. The four traditional media in the last century, people's way of life has undergone tremendous changes, the great has penetrated into all aspects of people's lives everywhere, whether it is active or passive acceptance accepted, people cannot escape from the influence of mass media; whether this effect is obviously influenced people cannot admit the mass media era has come to us, and people.

3. The Culture of Network and Mass Media With the mobile phone, computer gradually into people's lives, the network is closely related with people's lives, the Internet occupies a space for one person behoove in today's multimedia world, network culture will inevitably become a part of popular culture. Network makes the communication between people more convenient, can better spread all kinds of information. And anyone can on the network, which makes the network culture of dragons and fishes jumbled together. The Internet has

361 profoundly changed the world, and it has brought a lot of new challenges to the world. Take the network as the carrier of popular decomposition subversive pictures, text, and television works and the network is the network kuso. And it spread the cost is low, the speed is quick, the amusement characteristic also promoted the fierce wind of the evil. Kuso by seemingly serious is the attitude of ridicule, the funny and humorous lines and a large number of scenarios, with elements of fashion show today's social problems. This approach is also being familiar to people, so that people in a relaxed environment, to be educated, to gain insight. The content is often a reflection of real life. The zero threshold of the network makes the ordinary people free to enter the network culture space, and can freely express the inner thoughts and emotions. The Network KUSO phenomenon has become a self and self realization of the platform of public display, human nature is very complex, dark side and mischievous side of human nature are revealed in the network evil phenomenon in the abstract. But for the public, it is important to realize themselves in the network, and get the opportunity to be read and accepted, so as to meet the public's desire to show themselves.

4. The Influence of Mass on College Students 4.1 Positive Influence The students' spiritual life becomes rich and colorful, a superb of beautiful things. Mass media culture in each era reflects the advanced nature of the times, to meet the people in the spirit of the pursuit of. Mass media culture in a certain sense has a pleasant effect. Mass media culture makes the spirit of college students living space has been widened, so that college students' extracurricular life is rich and colorful. To make the students' knowledge become broad and wide. The mass media culture ", involving economic, cover and contain everything" politics, philosophy, literature, art, history, military, ethics, law, marriage, geography, science and technology, tourism, aesthetics and other aspects of the knowledge, the mass media with the characteristics of universality, novelty and diversity, provide rich class and extracurricular knowledge for college students, at the same time, the impact of advanced media culture on old ideas, derived from the new concept of life and life style of personal independence of conduct. Contemporary mass media culture has changed the traditional social cognition of the single. The development of the media, providing more exchanges in various cultural sites and network television, newspapers, magazines and other media in the opportunities for young people, so that the vision is more open, more broad knowledge, but also can stimulate artistic inspiration. To promote the socialization of college students, to better adapt to the community. Socialization refers to the process of the individual to society, others, learning knowledge, skills and norms, and obtain the qualification of social life, which is changed by the natural person to the social person. Contains the mass media in the culture of etiquette, customs, nationality, art, law, morals and values and other aspects, to promote the socialization process of college students, college students through the mass media contact, can understand and adapt to the social advance. 4.2 The negative influence of contemporary mass media culture on College Students Adverse culture led to blindly follow the trend, comparisons, irrational consumption. With the rapid development and popularization of the market economy, the consumption level of China is rapidly increasing, the consumption concept is changing rapidly, and the cultural atmosphere of is becoming more and more strong. The characteristics of mass media and cultural development tends to commercialize it tends to consumerism, materialism and hedonism. If things go on like this, the mass media culture will be consumer culture so that the students to the side of poison, shallow and vulgar. The majority

362 of college students grew up enough to live comfortably, saving consciousness is weak. Plus some parents spoil their children, do not ask the reason for the child's various consumer to provide unlimited economic support. The superposition of various reasons resulted in accumulation of contemporary college students advocating hedonism in does not have the high consumption ability, the blind pursuit of the so-called life personality. Which leads to irrational consumption and ignores the cultivation of rational consumption concept.

5. Mass media and mass culture 5.1 To take Marx's doctrine as the basic guiding ideology The position, viewpoint and method of mass media to use the Marx doctrine, to spread advanced culture, support healthy culture, to transform backward culture, and resolutely resist the decadent culture, and strive to create a healthy environment and to the rich and colorful cultural life, improve people's ideological and cultural quality, and continuously meet the people's growing the spiritual and cultural needs. 5.2 Media workers should improve their cultural accomplishment In the work, the mass media workers should give full play to the role of gatekeeper, clarify the advanced culture and backward culture, actively play the mass media dissemination of information, education and guide function, through the selection and acquisition, the purpose of editing and publishing of information, from the human culture dross, maintain reasonable aspects of popular culture, the public more in line with the spirit of public cultural and psychological needs. In order to construct the media environment of healthy and civilized, to create a good atmosphere of public opinion, to guide the public culture and the human mass toward the direction of social progress and human's all-round development. 5.3 Proper use of mass media The correct use of the mass media, positive guidance on mass culture, we should give full play to the advantages of mass media, organized, planned, steps to use a variety of advanced technology, production, reproduction, dissemination is beneficial to improve people's moral level and improve the quality of all aspects of the audience's , information, and programs, film and television products show. 5.4 Enhancing the effectiveness of leading the mass culture through mass media To enhance the effectiveness of guiding the mass culture, the first to improve the mass media in the dissemination process of , charisma, cohesion. As an important part of ideological education, news, information, film and television products and entertainment programs, programs through information dissemination, to a large extent, to fulfill the political mission of the education and guide people.

6. CONCLUSIONS The production of any kind of new media brings new changes to human society and culture. The so-called media and message just to say, any media for the individual and society of any impact, are produced by the new scale; any extension of our (or any new technology) will introduce a new dimension in the US. Especially in this way, it not only determines the existence of a certain culture and physical and chemical forms, but also closely penetrate into the cultural connotation and nature of a certain era. And from the perspective of history, the development of the media has changed the society and culture, and changed our world. The characteristics of the media has been infiltrated in the culture, the internalization of all blend into one harmonious whole is an important part of a certain age culture. So for the study of culture cannot be separated from the study of the media, the study of popular culture is also the case. Just as we

363 cannot be separated from the public and the public to study the mass culture, we cannot leave the media culture to isolate the mass culture.

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