中文摘要：

作为文化产品重要的创作生产者与传播者,媒体同时也是文化产品创作生产引导的重要工具,加强对文化产品创作生产的引导,必须强化媒体在其中的引导功能。基于传播学的把关、议程设置、意见领袖理论,分析媒体所具有的文化把关、设置文化议程、文化意见领袖功能,并探讨其对文化产品创作生产引导的积极意义。

英文摘要：

Media is both one of the creators and communicators of cultural products,and the important tool to guide the cultural product＇s creation and production. So,strengthening the guidance on cultural creation and production must intensify the guiding function of media. This paper,based on the theory of gatekeeping,agenda-setting and opinion leader in Communication,analyzes the functions of cultural gatekeeping,cultural agenda-setting as well as cultural opinion leader with the media,and discusses its positive significance in guiding the cultural creation and production.