Analysis Of The Present Situation And Innovation Path In Development Of Traditional Festival Culture Resources On TV Media

In contemporary China society, the promotion and inheritage of traditional festival culture is an important culture subject. It is the important carrier and the breakthrough point to enhance national cultural identity, rebuild national core value and reshape the national spirit. To carry forward the traditional festival culture, it’s not only need the drumming and howling from cultural and folklore scholars or various aspects of experts, but more active participation and support from the general public. It is the duty of the TV media to spread traditional festival culture as whose responsibility is culture communication and inheritage.The traditional festivals contain deep cultural roots and culture connotation in diet, entertainment, etiquette, folk etc. which has a history of thousands of years. As a kind of medium resources, it has great development value. However, the traditional festival transmission on TV media is now totally lacked. In recent years, there has been a certain degree of attention with the gradually increasing of TV programs on the Dragon Boat Festival, Mid-Autumn festival, Qixi festival and so on. But these programs didn’t dig deeply to the culture connotation of traditional festival, nor did the style or contents.This paper discusses the "media development value of traditional festival culture" on a multidimensional view of cultural science, communication, sociology and political science in detail, such as the TV culture spread, the homogeneity competition and audience demand of TV media, the strengthen of national cultural identity and the raising the national cultural soft strength and so on. And analyzes the domestic TV media traditional festival culture dissemination status of2011from the program types, content and discourse expressing, which targeted to look for TV media development of traditional festival culture resources innovation path.