Abstract: The current situation in Mainland China should be taken into consideration when we strive for media cultivation,including social and cultural circumstances and media ecology.A practical strategy in cultivating media is to take the nation as subject,college students as object of implement,carrying media cultivation in their curriculum.The concept of media cultivation is “beyond protectionism”,aiming at cultivating active audience in a way of participating and learning.

Key words: mainland China, media cultivation, construction strategy, beyond protectionism