Cultural Infiltration On American Media Multinational And Its Enlightenment

Nowadays, as a political power to measure a country’s comprehensive power,culture soft power has stepped up into world history’s stage and great importance isincreasingly attached to its potential power of cultural infiltration by the scholars andgovernments in various countries. Among them, the most representative one is thecultural infiltration of American media multinational corporation, which peddles theAmerican local culture in the form of goods using commercial means to carry outcultural products trades around the world on basis of abundant economic, scientific andtechnological strength, infiltrates into people’s daily life in various countries, furtherreaches the goal of cultural infiltration, strongly affects the cultural structure of the hostcountries and becomes the important actors of American cultural infiltration.Using literature reading method and the viewpoint of “Memetics”, this articlestudies the way, content, carrier and effect of the American media multinationalcorporation’s cultural infiltration; Through case analysis, this article specificallyanalyzes how the American media multinational corporation uses the memetic variationto realize the potential infiltration; By using interdisciplinary research, the evil intentionof encouraging American culture hegemony behind the cultural infiltration of theAmerican media multinational corporation is disclosed to provide coping strategies forChina to answer the American culture hegemony and carry out the Chinese nativecultural protection.The whole article develops around two principal lines which are the features ofmeme’s communicating path and strong memes. Firstly, related concepts of “Memetics”is read to graphically illustrate its macro communicating path and generalize thefeatures of strong memes. Then the macro meme communicating path is mademicrocosmic and under the guidance of meme communicating path, the factors of theAmerican media multinational corporation’s cultural infiltration are concretely analyzedto summarize the company political complexion and relative independence of theAmerican media multinational corporation, analyze the features of several typicalAmerican culture memes and the characteristics of the culture carriers, and reach theeffects of three cultural infiltration. Again, combining with the variable effects of strongculture meme complex and cultural infiltration, this article analyzes the variation ofcultural infiltration’s content from the micro perspective and uncovers the strategy ofcultural infiltration using the features of stong memes through the concrete case KungFu Panda. Finally, reflection and revelation are proposed to reflect the wild ambition of culture hegemony behind cultural infiltration and reach the revelation for China on howto cope with this potential cultural infiltration: on the one hand, control the factors in thepath of foreign media’s cultural infiltration; on the other hand, improve the influence ofChinese culture in the world using the characteristics of strong memes.