| The Yi is a minority group with distinct ethnic characteristics in the Chinese nation.The Yi calendar New Year is the most important traditional festival of the Yi.The Yi calendar New Year was rated as a national intangible cultural heritage in 2011.The change of media form and the spread of online media have expanded The spread of the Yi culture provides a "ceremonial" construction method for the spread of the Yi culture.With the acceleration of the Internet layout,the modernization method mainly based on electronic media began to spread widely,which has brought about the cultural spread of the Yi calendar New Year.Opportunities,at the same time,various unavoidable problems have emerged in the construction of the media ceremonies of the Yi calendar New Year.During the communication process,the cultural essence of the Yi calendar New Year has been eliminated.The public attaches importance to the "Yi Year" and the accompanying social and cultural connotations and values,and protecting and inheriting the traditional festival culture of the Yi people has become an urgent issue.This article first summarizes the historical heritage and historical value of the Yi calendar New Year,and then analyzes the media transmission and ritual construction of the Yi calendar New Year in the context of media fusion,and conducts specific analysis from the Yi ceremonial construction under different carriers,such as the official website,From the media,traditional media and other carriers,then the media's participation in the Yi's manifestation characteristics and functions are demonstrated.Through the above specific analysis,it points out the problems in the construction of the media ritual in the Yi calendar New Year and analyzes the reasons,such as "ritual participants" The distance gap with the public,the uneven spatial distribution of the media,and the over-commercial influence of the media,and then through the propagation of the Yi in the media,the media communicators were put forward corresponding suggestions,for the positive spread and promotion of the culture of the Yi calendar New Year Contribute to the inheritance and development of excellent ethnic minority cultures. |
