Media Discourse Construction Of "Double Eleven" Festival From The Perspective Of Folk Communication

With the increasing importance of society cultural construction in recent years,the exploration of excellent traditional culture connotation and the cultivation of new culture have gradually attracted attention.Folklore is the key to understand history,and also reflects the current culture.As an important part of folk culture,festivals have the dual functions of cultural identity and economic benefits.From the perspective of folklore communication,researching on the construction of "Double Eleven" festival discourse and combing the process of "Double Eleven" discourse construction,which are not only new exploration of folklore communication research,but also reveal that the construction of new folklore festivals in the future can integrate economic capital with the Internet,and other social forces,innovate ways of festival culture cultivation.Through the absorption and appropriation of the "Singles Day" subculture,"Double Eleven" completed the conversion and innovation of discourse in the practice of mass consumption,and showed five festival characteristics: collectiveness,characteristic of type,relative stability,inheritance and diffusivity,normative and characteristic of service,which developing and expanding in mature and secretive ways,and driving culture changes of consume and folk in domestic and even global.The study takes "Double Eleven" as an example and opens up the path of positive construction on the basis of previous critical research.Based on the methods of corpus and qualitative text analysis,this paper analyzes the domestic paper media's "Double Eleven" coverage from 2009 to 2020.Using the corpus functions,such as keyword,wordlist,collocation,concordance,as well as other methods of metaphor and of intertextuality analysis,I found out that the powers of commercial capital,consumers,and medias have complete the new folk festival construction of the "Double Eleven" in the process of discourse collusion and struggle.After commercial capital,as a source of information,proposed the "Double Eleven Shopping Carnival",the mass media took the initiative to cater to commercial capital.The two worked together to complete the construction of thematic and ritual symbols of the "Double Eleven" new folklore,to gain public recognition through borrowing metaphors of festival,war and carnival,and to innovate methods of festival participation through absorbing new elements in the context of social practice,such as social networking,live webcast,poverty alleviation.