Research On The Internet Communication Of Solar Terms Culture

The solar term culture contains the wisdom of the Chinese nation,demonstrates the Chinese nation's philosophical thought of "harmony of nature and man",embodies the concept of"conforming to nature" of the Chinese ancestors,and is a concentrated embodiment of a whole set of life concepts of the ancient Chinese people.It has an extremely important guiding significance to the people of farming society and is a very important intangible cultural heritage of our country.It is very important to study the contemporary communication of solar term culture for the inheritance of traditional culture.As the Internet goes deeply into all aspects of society,network media become the mirror image of people's lives.The spread of solar term culture in the network reflects the degree of transmission of solar terms culture to a large extent in the contemporary and the degree of integration with contemporary culture.In the process of media fusion,the state,the business and the individual give the new cultural quality which is different from the traditional connotation with the communication right in the hands of the state,the business and the individual.On the one hand,the festival of solar terms and the folk activities of solar terms,which are mainly organized communication and interpersonal communication,are dissimilated into performances observed by the media,and the sacred significance of the sacrificial activities gradually disappears in the course of network communication.On the other hand,in the process of spreading the solar terms culture,the network trumpeted the popular culture and health preservation culture,while the other solar terms culture and customs were forgotten gradually in the network communication.In addition,the solar term culture has developed a new type of "online ritual" in the network communication,the communicator follows the cycle solar terms time in the network collective voice;finally,the value added of the economic connotation of solar terms culture,especially the ads with solar terms as the elements,spread widely in the network.The cultural communication of solar terms is different from that of the former in the process of media integration.The first is the integration of media integration,including the diversification of communication subjects and construction strategies,as well as the communication situation of interpersonal,organizational and network communication caused by solar terms folklore.The other is the visual tendency of the solar term culture communication text caused by the visual communication trend and people's reading habits.However,there are many problems in the network communication of solar terms culture,such as the emphasis on food and health culture,and the serious lack of innovation in the homogenization phenomenon.Due to the economic power leading,the spread of solar terms culture has the phenomenon of quick success and instant profit.Carrying forward the solar term culture plays a very important role in enhancing the cultural confidence of the Chinese nation,increasing the identity of the Chinese people,national cultural identity,and increasing the creativity and international influence of Chinese culture.Using network media to spread solar term culture is a powerful way to spread solar term culture in today's society.The network communication of solar terms culture should focus on exploring the visual components of 24 solar terms,forming three-dimensional,multi-directional new media interaction and establishing a professional database,in order to achieve an efficient communication effect.And we should strengthen the construction of "online ritual" of solar terms,making the communicator form the habit of participating according to the cycle of solar terms and watching and creating solar terms content in the fixed time period of each year,so as to realize the modern inheritance of solar terms culture.We should also continue to promote the spread of solar term culture abroad,make it another cultural symbol representing Chinese civilization,and then transmit the core values of Chinese civilization through this symbol.