National Culture Propagation And Culture Mandate Of Local Media

A splendid national culture has been created and developed in the historicalprocess of a great variety of peoples of the world, which fully reflects nationalcharacteristics and thoughts. Owing to phenomena of fusion and exclusion happeningin different cultures, cultural diffusion and cross-cultural communication haveemerged at the right moment. Intangible cultural heritage, one of the specific forms ofnational culture, directly relates to the national culture conservation.This thesis is aimed at leading the media to take up their cultural mission,propagandizing and reporting Chinese national culture, especially intangible culturalheritage, and fighting against negative effects brought by culture invasion as well asdeveloping the quintessence of culture. This is what the responsibility of Chinesemedia is.This thesis maintains that the promotion of national culture is a matter ofconstitution of soft power and comprehensive national strength; moreover, thedirection and schedule of the whole work about national culture depend on the attitudetowards the conversation of Chinese intangible cultural heritage. In this case, themedia should perform in the roles of a propagandist and a guide. Thus, it is the firstproblem to conclude the characteristics of national culture and give a definition ofnational cultural diffusion and intangible cultural heritage communication as well astake up the media’s cultural mission.This thesis considers that the communication of intangible cultural heritage isvery important to the cultural course, to complement national cultural diffusion. Onlywith this method to exploit the advantages and carry out the strategy of information,public opinion and propagation can traditional media and new media establishtheirselves firmly. Additionally, this thesis puts an emphasis on the analysis ofintangible cultural heritage in order to find the media’s predicament of nationalcultural diffusion and give a useful advice.It cannot be denied that Chinese media is different with western countries innational cultural diffusion due to our special national conditions and history. To sumup, this thesis focuses on the internal logic between media and national culture, andnational cultural diffusion analyzing from the angle of journalism and communicationto take practice in news, strengthen the power of communication of local media andpromote our national culture strongly in international community.