营造和谐舆论,建设和谐媒体,是构建和谐社会的重要内容。建设和谐与共、长期发展的媒体文化是和谐媒体建设的灵魂。文章分析了媒体文化的定义和内涵,针对当前传媒行业存在的问题提出了媒体文化的作用,文章最后就如何建设媒体文化提出了对策建议。 Building a harmonious public opinion and building a harmonious media are important contents in building a harmonious society. Building a harmonious and long-term development of the media culture is the soul of harmonious media. The article analyzes the definition and connotation of media culture, puts forward the role of media culture for the existing problems in the media industry, and finally puts forward countermeasures and suggestions on how to build media culture.