Research On The Status Quo Of Cultural Communication Of Yuelu Academy In The New Media Age

The academy is a unique educational institution in ancient China and a spiritual home of ancient literati.It appeared in the Tang Dynasty and rose in the Northern Song Dynasty,ending in the late Qing Dynasty.The historical inheritance of the millennium has left the academy with rich cultural connotations and cultural resources,which is a splendid chapter in the history of education and culture in China.The academy is not only a carrier of ancient Chinese culture,but also an important medium for the innovation and dissemination of ancient Chinese culture.On the occasion of carrying forward the promotion of excellent traditional culture and the development of cultural industry as an important part of the national strategy,the college has received more and more attention from the people.The culture of the academy has become a hot spot for experts and scholars.However,due to various reasons,the culture of the academy has not been well disseminated,and the cultural resources of the academy have not been well transformed into economic value and social influence.The main purpose of disseminating the culture of the academy is to develop the cultural resources of the academy through reasonable excavation,to spread the culture of the academy through various media,to inherit and promote the excellent traditional Chinese culture,to strengthen the cultural identity and cultural self-confidence of the Chinese people,and to satisfy people's a growing spiritual and cultural pursuit.At the same time,through the modern industrialization and commercialization strategies,the intangible cultural resources will be marketized,and various cultural and creative products will be produced,which will penetrate into all aspects of people's daily life.Transforming cultural resources into cultural industries,thereby enhancing national soft power,promoting national economic development,and enhancing the international influence of traditional culture.The Millennium Heritage of Yuelu Academy is a typical representative of ancient Chinese academy culture.It still maintains teaching,academic research and academic exchanges as well as cultural tourism attractions.This paper first reviews the development process of the academy,briefly explains the basic characteristics of the academy culture,and then selects Yuelu Academy as a typical case to summarize its historical sedimentation and inner cultural spirit.This paper analyzes the communication process and questionnaire survey of Yuelu Academy's culture.Through the comprehensive analysis of the advantages and disadvantages of Yuelu Academy's cultural communication development status and the opportunities and challenges in the new era,this paper attempts to propose the cultural communication mode of the college in the new media era,so that the culture of the college is widely available.The spread has made the academy as an important engine for local economic development and a new business card for the outside world.