The Media Image Of"Yan Di Culture"

With farming culture as the main content of Yandi is the starting point of Chinese civilization, culture is an important part of traditional Chinese culture. In recent years, traditional culture has become the focus of media attention and public hot spots, along with the growing number of media involved, the scale has been expanded coverage. Therefore, the study of mass media on cultural heritage Yan, Yan culture medium to explore the construction of the image, analyzes the mass media in the dissemination of national culture existing problems, thus enhancing cultural transmission capacity, a new media era increasingly urgent topic.Based on this, under the " agenda-setting theory " and " framework analysis" theoretical perspective, based on the theory of social construction of school viewpoint, cut from several angles media framework, meaning construction and interpretation, symbolic analysis, news production, analysis how to show the rich connotation of Yandi media coverage of culture from various angles.First, the paper reveals the basic connotation of cultural and historical study Yan, Yan summed up in two cultures overview of material and spiritual culture. Through in-depth analysis of the Yandi culture summary concluded that ancestor Yandi is one of the Chinese nation, he created in ancient times the great culture, Fountainhead of Chinese civilization, is the spirit that ties China, is running the country Mirroring political affair.Secondly, the paper on the overall picture," Yan culture" were depicted in the media mirror. Media image " Yan culture" is formed by the continuous evolution and developed in different historical periods will produce different media image analysis and study of the historical evolution, it can be more comprehensive understanding of the culture media image Yandi the meaning and significance. From the perspective of time, the media image of the Emperor cultural change and development is a linear process, from the initial " farming culture " to the mid-"innovation culture" late "innovation culture", the media image of Yandi culture is evolving.Meanwhile, the media in the " Emperor culture" in the image of the construction process using different methods and strategies. By building body mass by interacting type of propagation mechanism, making continuous improvement of the status of the audience. Establishment of a " multi-channel " of the media system, the traditional paper-based media and network media combine to give full play to their respective advantages in the field of cultural transmission, build a good environment for the Yandi culture media dissemination. Finally, the paper argues that the media in the dissemination of culture in the process of Yandi, the image of the construction of the Yandi culture will have a significant role in the audience, including the audience in all aspects arising from their knowledge, attitudes, beliefs, emotions, and other acts influence. There is a certain media bias in the construction of reality Yandi cultural image in the process, build their framework enables the mass media in the dissemination of cultural constraints on Yandi both inside and outside factors. Therefore, the media should be in the dissemination of culture in the process of Yandi, should be effectively set the cultural agenda of the parties to discuss the organization, taking full advantage of the power of new media.