Traditional Festival Culture And Network Communication Research

Traditional festivals are important parts of Chinese cultural heritage, which contain abundant wealth of human spirit and strong ethics, carry the Chinese nation's ideological essence and culture of blood. With the advance of globalization and modernization, the survival and development of traditional festivals is confronted with many difficulties. On the one hand, they are facing impact and surrounder which are brought over by "foreign festival" and "modern man-made festivals", showing the phenomenon such as diluted cultural connotation, less attractive, weakened enthusiasm to young blood and so on. On the other hand, there is phenomenon such as simple, monotone even distortion-oriented in today's festive way. All of these lead the public to generate a lot of confusion on the traditional festivals, result in the communication of the traditional festival cultures getting worse.Therefore, the effective reconstruction of traditional festival cultures is an urgent task. The media shoulder the historic mission in the road to revival the traditional festivals. How to attract the traditional festivals and their culture back to the people's attention by using modern media conditions and seizing the opportunity once again? In view of this topic, this article makes an analysis and investigation on the status of traditional festival cultures and put it in the broader context of contemporary media environment. It proposed that the social environment, the media conditions and the social audience psychological and lifestyle have undergone tremendous changes in today's society, traditional festivals and cultural inheritance and development must advance with the times. We must make media analysis and audience analysis of traditional festivals and cultural transmission, innovate the content and form of the spread of festivals and cultural,in order to promote the heritage and development of traditional festivals and cultural in contemporary society.This article seems network as the entry point for the spread of traditional festival cultures, linking the spread of the traditional festival culture with the propagation characteristics of the network and combined with the spread behavior and feedback methods of Internet audience to prove the feasibility of traditional festivals culture can be better dissemination in the network media, and put forward more concrete and workable solutions based on the theory. Via concluding Internet dissemination through festivals and analyzing some typical cases such as the popularity of the Spring Festival Evening on network, the development and promotion of Microsoft couplet, these phenomenon prove that the communication of traditional festival cultures on network is not only feasible, but also gradually developing and innovation.This paper begins with the view of the protection of traditional festivals and cultural, in order to explore the cultural connotations and the modern sense of traditional Chinese festival. It analyzes the main awareness of network audience participation from the typical characteristics and future trends, to reflect on the present situation of traditional festivals of the network communication. And put forward strategies and approaches about the protection of traditional festivals cultural, and strive for providing useful perspectives and ideas for traditional festivals and cultural development of the network communication in the future.