Features Of Chinese Media Culture Realized In "Pleasant Goat And Big Big Wolf"

The animation communication, holding its unique attraction, has already been an indispensable part of Chinese media culture nowadays when the visual communication takes up the dominant part. As the most famous and successful cartoon in China present, "Pleasant Goat and Big Big Wolf"is the representative work in the field of comic and animation. Since the launch, this cartoon program has been the leading figure in the mass communication, awarded with high audience rating and beyond the other domestic cartoon in developing specialty stores, publishing, DVD, game and so on. The society wits the continuous value of domestic cartoon owing to the success of "Pleasant Goat and Big Big Wolf, which gets to be a cultural phenomenon as well as the landmark of Chinese original cartoon development, and greatly arises the interest and courage of original industry development. What deserves attention is the cultural phenomenon communicated through the semiotic animation, which reflects the present situation of Chinese media culture to some extent. However, its value orientation will bring about negative influence to the cultural construction of the whole society, especially among the excessive entertainment orientation, commercialization and popularization of communicative consumption under the background of market economy. The thesis releases some features of media present in China to penetrate in the construction of the media culture through the analysis of social, cultural and media background as well we the process of production and consumption, which meets the requirements of the government about constructing national harmonious culture to strengthen soft power proposed in the 17 CPC report to some degree.