Research On Qixi Festival Reports In Guangming Daily

Traditional festivals are the value representation and important carrier of the Chinese 5000-year of civilization,which is of great significance to form cultural confidence and building a cultural power."Guangming Daily" has always adhered to its position as a major ideological and cultural newspaper,focusing on science,education,and cultural news,disseminating advanced culture,guiding and serving intellectuals with authoritative dissemination and influence.Mass media has the functions of dissemination,guidance,integration and screening of festival culture.In order to fully understand the situation of the "Guangming Daily" Qixi Festival report from 2008 to 2019,based on the theory of journalism and communication,combined with content analysis and literature analysis.Analysis of category data such as its source,length,genre,reports number,and layout.Comprehensive data shows that Qixi Festival report uses a variety of genres and reporting methods combined with the layout of the column,actively promotes the construction of all media to broaden the reporting channels,and fully presents the cultural connotation.However,there are also deficiencies need to be resolved,such as shallow reporting,insufficient connotation depth,relatively single source of information,and lack of public opinion supervision.Furthermore,corresponding improvement strategies are proposed,that is,Qixi Festival report should highlight "Guangming" features,strengthen the content awareness,innovate the reporting methods and strengthen audience interaction.The research not only enriches the content of the existing literature on the festival culture dissemination,but also provides valuable experience and enlightenment for the future traditional festival reports.Festival cultural dissemination must be based on the connotation of festival culture,focus on content productivity and actively set up issues;Emphasize the responsibility of communication and deepen the integration of all media;Strengthen external culture communication,promote the Chinese culture,and accelerate the modern inheritance of traditional festivals.