Research On The New Media Communication Of ’’The Palace Lantern Of Gaocheng’’

As a non-material cultural heritage of Hebei Province,the palace lantern of Gaocheng is an important part of Chinese excellent traditional culture.With the acceleration of the globalization process and the development of the times,foreign culture and modern culture have had a certain impact on Chinese traditional culture,and the spread of "the palace lantern of Gaocheng" has also been hindered.Spreading "the palace lantern of Gaocheng" is necessary for realizing the self-confidence of culture and the prosperity of socialist culture which was proposed by General Secretary Xi Jinping in the report of the 19 th National Congress.There must be corresponding Carrier for transmitting "the palace lantern of Gaocheng",in the modern society,the new media has gradually replaced the traditional media with its unique advantages and has gradually becomed the main media of the society,it aslo has gradually replaced the traditional media to assume the responsibility of cultural inheritance.Therefore,how to use the new media to spread "the palace lantern of Gaocheng" for achieving the greatest communication effect becomes an important issue.Firstly,the article sorts out the previous literature about the palace lantern of Gaocheng,and finds out that up to now the research on the palace lantern of Gaocheng is mainly concentrated in the fields of cultural heritage,industrial development,tourism and architecture,no scholars stand in the perspective of journalism and communication,and this paper is a study of the palace lantern of Gaocheng from the perspective of journalism and communication,which adds a new direction to the study of the palace lantern of Gaocheng,at the same time,this is also the most important innovation of this paper.Secondly,the article gives a more detailed introduction to the palace lantern of Gaocheng,the origin and development of the palace lantern of Gaocheng are inseparable from the promotion of the rulers,the palace lantern of Gaocheng is divided into red yarn palace lanterns,craft paper carving palace lanterns,imitation mahogany lanterns,japanese and korean palace lanterns and many more in the modern society,and as licensed goods,the palace lantern of Gaocheng has been boarden the world-class historical stages such as the 2008 Beijing Olympic Games.Thirdly,through reviewing the literature and materials,the article summarizes the media’s dissemination history of "the palace lantern of Gaocheng"(including traditional media and new media),up to now,the media has achieved certain effects on the spread of "the palace lantern of Gaocheng",at the same time,through questionnaire survey,it is found that in the current situation that the new media has gradually replaced the traditional media as the main media of the society,there are certain problems in the process of using the new media to spread "the palace lantern of Gaocheng".Finally,the article puts forward five major solutions to the problems in the process of using the new media to spread "the palace lantern of Gaocheng" and how to realize the maximization effect of "the palace lantern of Gaocheng" in the new media environment: set up the intangible cultural heritage protection association of the palace lantern of Gaocheng,give full play to unique advantages to deal with market shocks,set up a three-dimensional new media communication center,booaden the way of publicity and complete the external spread of "the palace lantern of Gaocheng".Based on the literature research and grassroots research,this paper provides a reference for how to achieve the maximum communication effect of "the palace lantern of Gaocheng" in the new media environment,and hope "the palace lantern of Gaocheng" can enhance its popularity and influence,and make a contribution to the prosperity of the socialist culture through the dissemination of the new media.