A Comparative Study On Chinese And Western Festival Culture Communication In The Context Of Globalization

Globalization is the main trend in today’s world, Chinese society is having the huge transformation,along with the continuous progress of the society, culture is also in constant development and innovation. In this context, on the one hand, the western festivals with the universal values are introduced into China,on the other hand, Chinese traditional festival culture is frequently influenced by foreign culture,changing the connotation of traditional festival culture.Festival carries a fine tradition of the nation,it contains the essence of national culture, it is an important cultural heritage. Therefore,the comparative study of Chinese and western festival culture communication has realistic significance in the context of globalization.July 7th day is one of the six traditional festivals in China.In May,2006,July 7th festival was listed in the first batch of national intangible cultural heritage list. In the history of tradition of our country, the concept of July 7th festival itself is not about love, it is one of the most important festival in the eyes of the ancient Chinese women, therefore July 7th Festival is also called Daughter Festival or Qiqiao Festival.. There is no direct cultural connotation correspondence between July 7th day and Valentine’s day, however, since the 90’s of last century, Valentine’s day became popular in China, July 7th day has been dubbed a western title "the Chinese Valentine’s day". Therefore, in order to study Chinese and western festival culture communication, the comparison of July 7th day and Valentine’s day will be a good case,the results will be typical and representative.Media has functions of cultural propaganda and public opinion guidance, in the process of historical evolution and connotation of reconstruction, media plays an important role in reporting and presentation of the festival culture.The main problem of this article will focus on the role and influence of media in Chinese and western festival culture communication.This paper will focus on July 7th day and the Valentine’s Day holiday propagation characteristics of historical traditions,the present media situation of July 7thday and Valentine’s day.the difference difference between the festival culture existing in the history and the present situation, reasons for the differences and how to walk out of predicament of holiday culture communication of the era.The result of the study shows that in Chinese historical tradition, July 7th festival culture originated in the feudal society of the farming civilization,the economic basis of the millennium festival is actually on small-scale peasant economy that men tilling the farm and women weaving.The spreading process of Valentine’s day has a close relationship with the western religions.Selecting samples from the printed newspaper as the representative of the traditional media and new media of sina micro-blog, content analysis and text analysis will be used on Valentine’s day and July 7th Festival communication activity reports.The results of this study found that at present the media reports on July 7th day and Valentine’s day news are simple,single value and single framework.Especially,the distinction between festival culture connotation of July 7th day and Valentine’s day is not clear.Overall,the image of July 7th day and Valentine’s day in the media is fragmented, incomplete and lack of internal core value of culture.The media and consumerism force to construct a festival called Chinese Valentin’s Day,the concept of this festival is from the western Valentine’s day.However, it is often used as a synonym for July 7th day. In fact,Chinese Valentin’s Day has no direct connection with July 7th day.From the beginning of the festival, it has putted on the western overcoat, but the inside is still pack of the Chinese traditional family ethics.In the process of communication, the change of connotation of festival culture is the norm and absolute state, and the invariable is relative. In today’s society,the economic basis and social structure background has changed, if people continued to cling to the feudal customs, which is not only inconsistent with the trend of the times, but also having no good to the fusion and innovation of the traditional culture.Festival culture must be reasonable sublation in the process of communication, before we could see the truth. The new normal needs new thinking, in the fully open condition, an important task of cultural propaganda work is to guide people to a more comprehensive and objective understanding of contemporary Chinese and the outside world. The media should adhere to the principle of "making the past serves the present, making foreign things serve Chinese, discarding the dross and selecting the essential, discarding the false and retaining the truth", the media should play a role in the construction of socialist harmonious culture, it is also an inevitable requirement to the safeguard of national cultural safety.