Study On The Ritualized Communication Of "Microblog Spring Festival"

The Spring Festival occupies an extremely important position in the hearts of Chinese people.It is the traditional festival that Chinese people attach the most importance to.It symbolizes reunion,end-result and emotional convergence.Up to now,the Spring Festival has gone through thousands of years of ups and downs,accumulated countless represents the traditional Chinese culture and history,has become the most typical cultural symbol of the Chinese nation.In the history of thousands of years,the Spring Festival ceremony from the initial "sacrifice" "staying-up" to "fireworks",and then "CCTV Spring Festival gala" and now "network New Year" "grab red envelopes" and so on.It can be said that with the development of The Times,the Spring Festival ceremony has also undergone several changes,especially in the Internet era.The Internet has greatly influenced the traditional Spring Festival culture through the media ceremony,and shaped the new Spring Festival ceremony and memory.The sociologist Eric Rotenberg defines ritual as "a spontaneous performance of purposeful pattern-making,symbolically generated or engaged in a solemn life." This paper selects “Sina weibo”,a social media platform with a high degree of openness and participation in China,as the research site.It contains a variety of new Internet Spring Festival ceremonies,and also witnesses the change of Chinese New Year symbols and customs on social media,which is of great value for discussion.This paper hope through communication under the perspective of "ceremony" theory as the support,to the weibo activity during the Spring Festival: "red envelopes ceremony" "blessing ceremony" "homecoming ceremony" "Spring Festival gala ceremony" as an example to analyze the weibo ritualized propagation path of Spring Festival,and from the ceremony of "space" content "ceremony" members "ceremony" and "ceremony" weibo ritualized propagation characteristics,to analyze the weibo that social media is how to construct "the Internet" Spring Festival ceremony and how to make the spread of ritualization.This paper compares the "ritual" difference between the Internet Spring Festival and the traditional Spring Festival,in order to analyze the influence of the Internet Spring Festival on the traditional Spring Festival,rather than to separate the tradition from the new technology,and then to consider whether the media can allow more social forces to participate in the cultural innovation road to the future.In the Internet environment,how should we fight against forgetting,continue the connotation of traditional culture.