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如何认识新闻传播的文化属性，是近几年引起文化界特别是新闻界关注的一个问题。由于这种关注还起步不久，因而目前的研究基本停留在对这种文化属性的确认上，而确认的方式主要是以展示传播方式、传播符号等的文化印记为手段，并没有深究其根源。本文作者认为，从本质上来说，正是文化自身的特征决定了新闻传播的文化属性，而且，两者之间不是一种单向的决定与被决定关系，而是积极的互动关系，换言之，新闻传播在影响社会文化方面亦具有主动的姿态，并且已经掌握了一些行之有效的手法。本文揭示了新闻传播内容的文化性差异以及新闻传播中带有明显文化倾向的三种手法，并分析了新闻传播引发的社会文化发展趋势，提出了“媒介文化”的概念
How to recognize the cultural attributes of news media has been a problem that has drawn the attention of the cultural circles, especially the media, in recent years. Because of this concern has also started very soon, so the current research basically stays in the confirmation of this cultural attribute, but the way of confirmation is mainly based on the cultural imprints, such as showing the mode of communication and spreading symbols, and does not go deep into its root causes. According to the author, in essence, it is the characteristic of culture itself that determines the cultural attributes of news media. Moreover, the two are not a one-way decision and decided relationship, but a positive interaction. In other words, News media also has a proactive attitude in influencing social culture and has mastered some effective methods. This article reveals the cultural differences of news media and the three approaches with obvious cultural tendency in news media. It also analyzes the social and cultural trends triggered by news media and puts forward the concept of “media culture”