A Research On Narrative Communication Of Chinese New Year's Stories

Chinese New Year is the most important traditional festival for the Chinese nation,and the typical samples of "cultural China".The existing research on Chinese New Year studied folk's evolution and social function from the academic perspective of folklore,anthropology,either focused on the visual symbol of Chinese New Year from the perspective of art design.There is no published literatures been found to see Chinese New Year's story and culture from the cross perspective of narratology and communication.This study selects Chinese New Year as a good narrative object from Chinese stories,and study the narrative communication of Chinese New Year's story comprehensively and in-depthly,focusing on such questions as "what,say what,how to say,how to do" about Chinese New Year's story communication,along the analysis path of "stories-stories samples-narrative discourse-practice",using the rhetorical narrative methods including narrative paradigm analysis,fantasy theme analysis."Narrative communication" is more rhetorical and strategic story communication,paying attention to the phenomenon of communication from the perspective of narratology.This concept is introduced to the paper because of the fact that"story-telling" is regarded as an effective communication means,and will be more easy to stimulate the sense of identity.First of all,this paper basing on the methods of literature analysis and questionnaire survey,figures out the communication situation of Chinese New Year stories thoroughly from the multiple angles of historical,foreign,and culture,and then sums up the narrative patterns and characteristics of Chinese New Year in the time dimension of ancient-modern-future,as well as the difference of narrative subject,object,target in the spatial dimension of China-the Chinese literary circle-the global.It provides substantial data for the research.Secondly,by the use of the method of narrative paradigm,the paper demonstrates narrative rationality and the five elements of Chinese New Year stories from two aspects of"coherence" and "fidelity",and sets up the story sample library of Chinese New Year,including four story types as the age story,the sacrifice story,the reunion story,and the happiness story,as well as four story motifs as the Chinese zodiac story,the ancestor worship story,the happy new year greetings story,and the temple fair story.Thirdly,referencing to the cultural paradigm of narratology,this study bases on cultural dimensions to examine how those story samples transform to discourse in the real world,generates replicable discourse system of Chinese New Year's stories from five culture elements as cultural symbol,cultural products,cultural rituals,cultral ideas,cultral beliefs,and defines the meaning of these elements respectively.Among them,the special corpus analysis method is applicated to verify the relevant inferences of Chinese New Year culture idea,in order to improve the rationality of the discourse system.Finally,using fantasy theme analysis method based on the symbolic polymerization theory,the paper explores the communication strategy based on that discourse system,and formulates execution tactics from five aspects such as policy incentives,the communication subject,implementation specifications,channel tactics,and the key words tactics.The study found that:1)Chinese New Year story is a story system including four types,52 story motifs,and a number of stories text;2)The discourse system of Chinese New Year story includes the following content:culture symbol(containing art symbol,zodiac symbol,food symbol and entertainment symbol),cultural products(containing production and service products),cultural rituals(containing celebration ceremony and solemn ceremony),cultural ideas(inheritance,happiness,harmony,positivity,unity,tolerance,gratitude,peace),cultural beliefs(natural harmony as world outlook,aggressiveness as outlook on life,concord as family values,fraternal view of interpersonal interaction,Thanksgiving as tradition view);3)The communication strategy of Chinese New Year's stories contains the following five aspects:mascots and spread of "China Year" strategy,series product development strategy,cultural rituals integration and communication strategy,cultural diplomacy strategy,and cultural beliefs inheritance strategy;4)The concepts of ritual culture,family culture and joy culture are the most important key words of the story communication.The theoretical contribution of this study embody in the following two points.The first is the theoretical innovation of communication research,which traditionally refer to psychology,sociology and other disciplines.However,this paper further enriched and developed the communication research from the perspective of narratology on the basis of previous research.The second is about a new research field of Chinese New Year-story.The paper establishs a complete story system of the lunar New Year for the first time,discusses the narrative relationship between the story and the discourse,and accordingly sets up the discourse system of the festival for the promotion of China's cultural soft power during.In addition,the innovation of this paper also lies in the integrated use of narrative method including narrative paradigm and fantasy theme analysis,and in the clear strategic positioning and its execution tactics of the story communication.