A Study On New Media Communication Of Mongolian Horse Culture

Mongolian people have always been called the “horseback people”.In the history of the development of the Mongolian people,whether it is a cavalry chariot from ancient times or the customs,daily necessities,and trade in the daily life of the Mongolian people who have been circulating since ancient times.The importance of horses to the Mongolian people is all present.Now with the proposal of the "Mongolian Horse Spirit",the Mongolian horse culture has burst out of extraordinary vitality in the new era.However,there are still misunderstandings on the Internet about the Inner Mongolian "riding to school","Horse riding and archery are the college entrance examination’s subjects".This also reflects the inadequate spread of Mongolian horse culture.Based on this,from the perspective of communication,this article explores the content and effects of Mongolian horse culture in new media communication,analyzes the problems in the communication process,and provides the latest and practical new media communication for Mongolian horse culture reference.In this paper,in order to request the broadness and diversity of the samples,the author selected 6 media accounts with multiple fans and a wide audience on the three new media platforms,which is WeChat public platform,Weibo and Tik Tok as the research object.Count the content of Mongolian horse culture spread through content analysis and case analysis,and the questionnaire survey method is used to investigate the audience’s cognitive situation to analyze the new media communication effect of Mongolian horse culture.Combining the research results of the first two parts,it is found that the problem of Mongolian horse culture in new media communication is that the content perspective needs to be expanded;the content lacks innovation;the presentation form is single;and has low audience participation.Based on this,this article puts forward some suggestions that rich content themes;rich presentation forms;innovative connotation expressions and strengthen audience interaction.In addition,the development of horse culture is inseparable from the vigorous promotion of the government;in the development of cultural industries,cultural and creative derivatives should also be launched to form a brand industrial chain to adapt to the development trend of emerging cultural industries.