Research On The New Media Communication Of Traditional Chinese Solar Terms Culture

With the arrival of the new media era,the new media,represented by Weibo,is profoundly changing people’sconstruction of the self-consciousness as individuals in the society.Meanwhile,Weibo has been prevailed and accepted by the public day by day with the more independent and flexible way of recording andtransmitting.Chinese traditional solar terms culture can also be popularized in a more effective way in the new media environment.This is not only conducive to the protection of Chinese traditional solar terms culture,but also conducive to the further exploitation of folklore resources and the promotion of the revival of Chinese traditional culture.This paper uses Framework Theory,Agenda Setting Theory,and Content Analysis Method,to present and analyze how the new media spread Chinese traditional solar terms culture.The sample is from "People’s Daily" Sina.Weibo,the sample period is from January 1,2013 to December 31,2017.The research has been divided into four parts from a comprehensive and broad perspective: How does the new media spread traditional solar terms culture from the perspective of communication themes;How does the new media spreadtraditional solar terms culture from the perspective of spreading text;How is the culture of different solar terms embodied;What is the deviation between the new media and the audience interaction.The results show that new media is an important carrier of traditional solar terms culture,however,if there is no recognition and support from the government,all sectors of the community,and the masses,the power of the new media is not enough to support the transmission of solar terms.Taking the Chinese traditional solar term as an example,this paper tries to analyze its transmitting feature and current situation in the new media represented by Weibo,and then figure out a conducive way for the better dissemination,protection and application of traditional solar terms culture.