Research On The Current Situation Of Festival Culture' Spread In Television Media

The Spring Festival is the oldest and most grand festival in China.Its festival culture reflects the excellent national spirit of the Chinese nation.However,with the expansion of the globalization,the freshness of foreign festivals such as Christmas,Thanksgiving and Valentine's Day has weakened modern people's enthusiasm for the Spring Festival;The simplification of the festival activities and the lack of the sense of the festival gradually leads to decline of the traditional Chinese New Year.Although new media dilute the influence of TV,it still has space in living room culture.Communication and sharing in family still needs TV.People enjoy the warmth of family in TV communication,which is shared with traditional Chinese culture.Elements of family culture and the festival culture is matched.This kind of experience cannot be given by the new media.In view of this,the TV media will still dominate the spread of the spring festival culture.This paper has combed the current situation of the spread of the spring festival culture,compares the advantages and disadvantages of TV media and new media separately and probes into the power behind the TV media.Combining with the graduation project “The Sense of New Year”,the paper reflects on the communication strategy of the festival culture in the TV media and make some recommendations for TV media to disseminates the culture of the festival better.