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The specialty of the teaching profession determines its noble character. The complexity of teaching activities determines the necessity of ethical constraints. The importance of moral norms is determined by the increasing dominance of the shared interests of teacher and student. First of all, there are basic principles of governance by ethical norms in the relationship between teacher and student. It is thus important to establish a virtuous relationship between teacher and student by building a new type of education community, as well as understanding and strengthening the practicality of the norms of the educational ethic system through systematic ethical regulations.

FilmDistributionandExhibitionNetworkofNewChina:AHistoricalPerspective

Li Daoxin

Since the founding of New China, a film distribution and exhibition network with centralized leadership and strict divisional cooperation and hierarchical management was built on a large scale all over the country, mainly by China Film Corporation, which was a subsidiary of the Film Bureau of the Ministry of Culture. The network was gradually implemented in spite of poor material conditions, weak economic foundations, an imperfect film system and a relatively low management level. The network experiencedin its daily operation some malpractices that went against the rules ofthe development of film companies,such as government over-interference, intense monopolization, and fragmentation between departments and regions, but the expansion of the distribution and exhibitionunits and the increase in the number of screenings and spectators, as well as in the distribution and exhibitionrevenues, helped forming a relatively complete system of film distribution and exhibitionwith a unique management strategy and business operation method, therefore contributing to the establishment and development of the National Film Network.

AWartimeJournalist’sObservationsandConsiderationsaboutNews:
TheContributionstoWartimeJournalismofDuShaowen’s“SpeechonWartimeNewspaperJournalism”

Cai Han

The article analyzes the study and contributions of the "Speech on Wartime Newspaper Journalism" in the bookWartimeJournalist, by editor-in-chief Du Shaowen during the Chinese people’s War of Resistance against Japanese Aggression. It mainly presents the following ideas. Firstly, it discusses the relation between war and journalism, and puts forward the conception of perfect journalism. Secondly, it demonstrates that news reporting was a new weapon in the Chinese people’s War of Resistance against Japanese Aggression. Thirdly, it calls for a new news policy to bring about the practice of "one nation, one will, one public opinion". Fourthly, it emphasizes theprofessional integrityfor journalists and the need to establish news education based on Sino-centric ideas. Fifthly, it correctsjournalistic deficiencies during wartime, while revealing the changes and development of Chinese press after the War of Resistance. Finally, it analyzes the function and characteristics of news and indicated the development direction of the future of newspapers.

IndividualMemoryandAcademicLife:APreliminaryStudyoftheOralHistoryofJournalismandCommunicationwithChineseCharacteristics

Chen Na

Taking oral history as the main research method, and the academic life of scholars as the main research object, this paper is based on the case study of thirty-three news communication scholars in contemporary China, elaborating the overall characteristics of Chinese news communication scholars in terms of academic boundaries, tracks, paths, perspectives, generations, feelings, debates, and identities, thus providing references for the possible enlightenment that oral history and individual memory could bring about in the research of journalism and communication with Chinese characteristics.

AnalysisoftheInfluenceofChineseCitizens’MediaUsageonTheirEnvironmentalCognitionandEnvironmentalParticipatoryBehavior

Shen Jun

Based on the thematic analysis of papers from both CNKI and EBSCO-CS, this paper conducts a comparative study on the research area of Environmental Communication. It is concluded that international researchers emphasize educational acculturation, whilst domestic researchers prefer theory construction to empirical studies. This paper further discusses the impact of media usage in increasing the Chinese citizens’ level of environmental awareness, drawing data from the moduleon environmental of the 2013 China General Social Survey. It is found that traditional media users command more environmental knowledge than new media users, whereas using new media has a more significant influence on Chinese citizens’ environmental awareness than using traditional media; the effect of traditional media usage on Citizens’ environmental anticipation is more positive than new media usage; the higher environmental knowledge level that Chinese citizens obtain, the more environmental participation behavior they would exert. It also points out that prior environmental education may increase Chinese citizens’ environmental knowledge level, and adopting multi-media strategy has a positive effect on encouraging their environmental participation behavior. Finally, the paper posits that an environmentally-friendly society is comprised of high concerns for the environment and positive environmental behavior, which call for a considerably high level of economic and educational identity, and an environmental rhetoric strategy.

HowdoesBrandCommunityParticipationImpactBrandRelationshipQualityintheContextofMobileInternet?

Deng Yuanbing

The relationship between consumers and mobile Internet is increasingly close, so more and more consumers use mobile terminal equipment to participate in brand community activities. But in the context of mobile Internet, the issue of how online relations are formed when users participate in online brand communities to influence the quality of offline customer-brand relationship has not been studied yet. Establishing a structural equation model to carry out empirical research, this paper finds out how the influencing mechanism works in this process, and points out the mediating role of brand attachment.

ThePresentSituationandFutureOrientationofLocalCultureCommunicationinMassMedia:ASampleAnalysisBasedonReportsofCeremoniesinCulturalHallsinZhejiangProvince

Xi Shaoying

In the past thirty years, Chinese local culture has been obviously affected in the process of urbanization. Zhejiang Province, where we see a relatively complete preservation of local culture, is also facing this dilemma. This paper analyzes the samples of news reports about ritual activities incultural halls in Zhejiang media, and points out that there are three pairs of relations in the reports, namely external power and internal autonomy, unity and personality, tradition and modernity. The paper suggests that mass media should highlight the endogenous forces of local cultural production, encourage the transmission of native rituals, and strengthen modern ritual communication forcultivating a modern country and civic consciousness.

AStudyontheInternationalizationStrategyoftheHuallywoodFilmIndustryintheContextof“InternetPlus”

Shao Jing

The internationalization of the Huallywood industry has three distinct characteristics: personalization, stability, and focus on the whole industry chain. Based on a large quantity of cases and data, this paper explores the specific international strategy of the whole Huallywood industry chain in the context of "Internet plus",from the perspectives of internet content, funds, channels, technology, platform and data, in order to improve the level of internationalization of the Huallywood film industry.

ChineseTransnationalFilmProductionandLandscapeRenderingintheEraofGlobalImage

Wang Bingxue

The article focuses on the age of globalization of Chinese films in the face of global environmental change and development, through transnational filming methods and participation in the construction of global images and spaces, breakingapart from traditional geographic boundaries, and creating new media in the transnational production practice landscape, which isrealized by bridging the gap between geographic space and virtual space, so as to promote the overall development of Chinese films and international cooperation.

OntheEthicalRegulationoftheRelationshipbetweenTeacherandStudentinUniversities

Li Yaofeng