An Analysis On The Relationship Between News Media And Chinese Modern Festival

Along with continuous progress of our country's urbanization advancement, the civic culture is prospering day by day. While the economic is developing with high speed, modern city has realized the important and unique role of "the culture" in urban's sustainable development, and attempts to mold and disseminate the city's image through excavating and restructuring "the culture" ,and then, wins in the competition with other cities beyond the "cultural soft power".Meanwhile, the modern festivals have organized in abundance in various cities with distinct regionality and personality .some depend on the profound cultural background, some rely upon the strong industrial superiority, some extract modern fashionable elements,etc.They play a unreplaceable role in promoting the tradition culture of the nation, highlighting economical characteristics of the region, enhancing internal and external exchanges, and promoting all-round social progress in the field , becoming a local representative on urban culture and shining city business cards of the city image, and being formed an awe-inspiring landscape in Chinese territory.For the news media, the modern festival activities is not only the "the news high-grade ore" of the news value which is new, important, significantly, close and interesting but also becomes the depth cooperation in the social system the strategic partnership for its unique role which played in urban culture construction, and the orientation of the news medium which plays in the civic culture construction "the cultural function"-- in the coorpetion of the press reports, creative planning, the promotion sponsorship, advertising support, close cooperation, moreover through the development of these activities, and promote the development of the modern festival and urban culture rising effectively.This article takes the Qingdao International Beer Festival as an example, through analyzing the media reports during the holiday period, to carry on the analysis and the discussion of the relationship of news media and modern festival which under the background of the civic culture. Meanwhile, it proposes the tentativethinking of the festival report model.