From the perspective of Political Communication, this paper focuses on the interaction between the bronze as the media and the political culture of Zhou. During the Zhou period, the bronze mainly had three functions including being transmitted into the lineage descendants, communicating lineage members with their ancestral deities, and serving as the media for social communications. In Western Zhou, these functions played an essential role in shaping and conveying the dynastic political culture. On the one hand, the bronze linked the lineage members, gods and descendants, enabling the relationship between the royal house and other aristocratic lineages to persist over generations and offering the foundation of the contemporaneous “lineage culture”. On the other hand, its social functionality promoted the popularity of the dynastic ideology among aristocratic circles. During the Chunqiu period onward, such social functionality was accentuated while the political culture that the bronze media brought with was freed of the previous unified kingship and kinship. Through this communicative media, the individual political pursuit was spread. In sum, the Zhou political culture experienced the process from the “Lineage-oriented” to “Individual-oriented” stages.