Research On The Function Of Mass Media In Cultural Heritage Protection

With the economic development moving to a certain stage, more and more people began to look for the cultural roots of our nation. The cultural heritage, which engraves the human development history and inherits human civilization, came into people’s attention. The protection of cultural heritage is gradually returned to the people’s vision. With the rapid development of comprehensive national strength, the social identity and participation of cultural heritage values are rising. It comes to be a social consensus to establish a mechanism of all social forces to participate in cultural heritage protection.The cultural heritage communication has entered the stage of a construction of all social forces to participate in.As the primary method of mass communication, the mass media bear the function of social inheritance. With their media features and the agenda-setting function, mass media are playing an important role in cultural heritage protection and is also the effective carrier of cultural heritage communication. Exposure to the mechanism of all social forces to participate in cultural heritage protection, mass media, one of the social forces involved in the cultural heritage protection, what features mass media have in cultural heritage communication, what position mass media lie in, what role mass media play, how to function effectively, these are all worthy of our study and thinking.West Lake Cultural Landscape is a typical representative cultural heritage. Qianjiang Evening News, based in the West Lake, is a newspaper that continuously focuses on cultural heritage report from early time. This article uses literature search, case studies, quantitative research, qualitative research and character interviews and other methods, It also use the media three functional theory, agenda-setting theory to analyze Qianjiang Evening News’ reports and behaviors on West Lake Cultural Landscape, and comes to a conclusion that mass media promote the cultural heritage protection via communicate both the external landscape and the inherent cultural of cultural heritage. On the other hand, I also combined the practical experience of my own involvement in the cultural heritage communication and summarize an overview of the cultural heritage communication theory, and make the conclusion that mass media lies in the intermediary position in cultural heritage communication. It is the communication bridge between the government and the public. At the same time, there are also deficiencies and shortcomings while mass media function during cultural heritage communication. Mass media don’t exactly follow the principle of authenticity and integrity in cultural heritage communication. This article finally gives suggestions on how mass media function effectively in cultural heritage communication in the future, such as attaching great importance to using the comment form and working well in the intermediary position between the government and the public.