Propagation Effects Of Folk Culture In The Mass Media

This paper studies the folk culture communication in CCTV ’Turf’ program in the perspective of folk culture’s inheritance, preservation, and popularization. The paper includes four sections. The first section briefly introduces the background and research motivation of folk culture communication, including the value and meaning of this research topic, and the literature review of various aspects of journalism and communication from researchers in media and culture areas. We also analyze the presentation of folk culture through ’Turf’ program in the mass media represented by TV, and try to expose the trend of these folk cultures’survival and development in modern folk culture communication. In the second section, we thoroughly analyze the ’Turf’ program, and analyze deeply on the folk culture that the program presents. Furthermore, we explain the characteristic and type of folk culture in’Turf’program in the perspective of semeiology, hence present the multi-layer expression of folk culture in this program. What is more important is in the third section, we sort out the type and characteristic of folk culture communication in’Turf’ program, and illustrate how the program expands and evolves folk culture using media. In the last section, the paper points out the situation and problems of current folk culture so as to analyze the positive and negative effects brought by’Turf’ TV program.In modern society, people keep on thinking one question:what is core to measure the spirit of a nation and country. With the development of mass media, the question is answered, which is the local culture. Since the main representative of the local culture is the folk culture, the research on the folk culture turns to be an important content of that on the local culture. Playing a popular role during the period of highly developed mass media communication, folk culture is drawing more and more attention from academy and society. Folk culture communication basically belongs to mass media, and is an information exchange format of mass media via encoding and decoding. The spread of the folk culture is likely to have no rules, but smooth and fast. It has its own identical approach and format, and establishes the main skeleton through spread and evolution over years. As long as a folk culture is formed, it becomes an independent system and lasts following its own characteristic. There comes the "Turf" TV program which also opens the new direction of folk culture communication. In2012,’Turf’ program thoroughly sorted out a bunch of folk culture films taken in5years and over one hundred thousand kilometers, and presented to audience via "Turf:ceremony" which includes various culture scenarios and stories in this5years, bringing a climax since the opening of the program.