中文摘要：

运用扎根理论深入探究草原文化传播活动，可以发现“文化情境、传播动机、传播行动、公众认知”4个范畴对草原文化传播过程具有显著影响，其范畴之间及与传播主、客体、媒介等传播要素之间存在交互牵制关系，联结各关联变量构成“情境-动机-行动-认知”模型，认为文化情境构成传播主体信息符号选择与编码的外部条件；传播动机与传播行动构成媒介进行信息传递与信息转译的关键因素；公众认知构成传播客体信息接受、继续传播与信息反馈的内部条件。该模型可为草原文化传播力的提升提供一定的策略思路和建议。

英文摘要：

This paper explores the communication process in-depth by the grounded theory. It is found that ＂ cultural context, communicative motivation, communicative activities, public cognition＂ are the four significant factors affecting the spread of grassland culture. With the subject, information, media, the object, as well as the variable relationships, which are mutual restraint between each other, a typical structure ＂Context-Motivation-Behavior-Cognition＂ Model is put forward. Cultur- al scene is considered to be the external condition for the selection and coding of the subject in the process of informative commu- nication; communication motive and action constitute the key factors during the information transmission and translation; mean- while public awareness is thought to be the internal conditions for the information acceptance, dissemination and feedback of the object. This study provides some ideas and strategic suggestions for the spread of grassland culture.