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Today, the rise of new media represented by the Internet has reorganized the ecological space of media, the interaction between technical knowledge and economic benefits is increasing, media forms are becoming more diverse, and content influence is becoming richer and more complex. Under this situation, it is necessary to examine the responsibilities of higher education in the new era from the perspective of "cultural confidence". In 1941, Mei Yiqi pointed out in "A Solution to the University" that "a university is not only a building, but also a master"; The students trained by universities need to meet the common requirement of "considerable preparation" for the humanities, social sciences, and natural sciences. In 1943, Mei Yiqi drafted the outline and Pan Guangdan wrote "The Future of Industrialization and the Problem of Talents", which made a similar expression of related ideas: "In order to make education more technological, it should achieve full socialization and human culture." In May's view, technology is indispensable to universities, but only occupies a "proper" position; Socialization and human culture are more important and should have "adequate" development in universities. With a university where society, humanities and technology interpenetrate, it is possible to cultivate outstanding talents for industrialized China. This is undoubtedly the forerunner of the "Culture, Technology and Market" series of journalism and communication disciplines of Xi'an Technological University. It is obvious that the university should be the "refractor" of the spirit of the times, the unity of the humanistic spirit and the scientific spirit. The connection and penetration of science and technology, economics and humanities and social sciences, and the combination of humanistic spirit and scientific spirit, are the tasks that contemporary universities should undertake and make practical contributions in theory and practice. This is the original intention of this series. The use of the three keywords of "culture, technology and market" can not only reflect the hot spots of today's society, but also naturally bring into the focus of the university's work in the new media era. In line with this, this series embodies three characteristics: First, the unity of love and reason. "The Mean" said: "In the midst of goodness, anger and sorrow; It is said to be the sum of the middle verses. And "neutralization" is considered a noble spiritual realm. The basis is that all people have feelings, and the expression of feelings must be consistent with moral norms. This is a concise explanation of love and reason in ancient Chinese educational theory. In this series, the works of "Media Landscape of Cultural Communication" and "Qipao: The Spread of Body and Power" in this series explore the characteristics and consequences of media form changes in the new media communication environment, as well as the criticism and reflection of media culture. The latter takes the cheongsam that appears in the modern magazines "Moon Card" and "Liangyou" as the object, sorts out the context of its changes, and deeply explores the relationship between the qipao, the body and power. Another work, "Mirror, Light and Shadow, Industry: Research on the Development Trend of Shaanxi Film Industry since the New Century", aims to study the paradigm innovation of western films, establish a new film ethic, and provide intellectual support for the innovative development of Shaanxi film industry. The above works strive to achieve the unity of objectivity and subjectivity, and the unity of science and art. Second, the unity of figuration and abstraction. We are accustomed to the "figurative" way of thinking in our daily lives, but we must not forget the "abstraction" of science. Abstraction starts from the concrete and is higher than the object object, with universality. "Culture, Technology and Market: Cultural Brand Building and Communication from the Perspective of "Internet"" starts from the physical cases of cultural construction and focuses on the development of related industries in the new era. "Brand, Communication and Culture" starts from the perspective of bestsellers, thinking about and explaining the communication phenomenon in the changing industrial situation. Taking the cultural communication of Xi'an Yi Society in the process of opera improvement from 1912 to 1949 as the research object, "Positioning, Dislocation and Displacement" discusses the gains and losses of Yi Society in the improvement and communication of Xi'an Yi Society through the analysis of social communication in terms of subject, audience, channel, content and effect. Third, the unity of scientific spirit and humanistic spirit. From the perspective of the history of human science, it can be roughly described as the process of continuous separation and integration of humanistic spirit and scientific spirit, and each new integration, there is a double prosperity scene of science and humanities. People have come to the conclusion that science and technology alone are not enough, but must also be based on the humanistic spirit that embodies the correct value orientation. By the end of the 20th century, science and technology gradually showed a trend of detachment from the humanistic spirit, that is, many worrying phenomena have appeared in the latest information network world. This once again warns people that science and technology must be infiltrated with humanistic spirit, which raises the issue of rebuilding scientific and technological ethics. The ethics of science and technology is based on the excellent culture of the country and mankind, and scientists need to have this cultivation in order to embody the amiable and lovely humanistic romance and rigorous and realistic scientific spirit in them. Citing all the authors, the deacons diligently seek not to think hard and do their best without stopping, and feel that everyone is doing a good thing to promote excellent culture and keep academic achievements, and only a few words agree! I hope that the more books like "Culture, Technology and Market" appear, the better! Yu Mengchen on the shores of Weiyang Lake in midsummer 2017（AI翻译）
