Research On The Spreading Phenomenon Of "Hanfu Culture" In The New Media Environment

Under the background of the revival of traditional culture,hanfu,as an important part of traditional culture,gradually attracts more attention.People’s attitude towards hanfu has gradually changed from prejudice at the beginning to acceptance and even liking.Among them,the number of young people is especially wide.They are not only keen to participate in various forms of hanfu sports,but also promote hanfu culture through various online and offline ways.At the same time,there are also reports on hanfu culture in large media.However,the revival of this cultural phenomenon does not have the characteristics of complete coverage,but is spread in the youth group,and the spread scope is regional,and the spread process is ritualized.This paper is divided into six chapters to study and discuss the phenomenon of hanfu culture transmission.Firstly,it explains the concept of hanfu and hanfu culture,analyzes the research background and significance of this paper,and probes into the research status of relevant papers.In the second chapter,the author gives a simple explanation of the rise of hanfu and hanfu culture,and explains the reasons for the development of hanfu culture in today’s society.In the following parts of the article,the author makes a detailed analysis of hanfu culture transmission based on laswell’s "5w" theory.First of all,in the third and fourth chapters,the author discusses the current situation of the development of hanfu culture,and explains in detail the communication content and channels of hanfu culture,namely the mode of communication.The fifth chapter is the focus of this article,the author mainly through personal interviews and observation on the offline studied the hanfu enthusiasts,the analysis of hanfu amateur groups,can be divided into three levels,summarizes the general characteristics and consumption characteristics of the group,and explains the hanfu culture dissemination of hanfu amateur groups in the change of the cognition,attitude,behavior and the main influence;Chapter six puts forward some Suggestions based on the current problems of hanfu culture communication.In this paper,based on participatory observation and case interview method combined with a small amount of data method,for example,applied by the author in the QQ group of observations as well as the related information query in hanfu culture dissemination of current phenomenon is summarized,and the related conclusion by the method of case interviews,and concluded the current situation of the hanfu culture communication.Hanfu culture has developed rapidly in recent years.As a part of traditional culture,the study on the communication of hanfu culture will help promote the development of the current traditional culture communication and provide references for the development of other cultures.