Research On The Communication Of Hanfu Culture On Social Media

Since the first year of Hanfu movement in 2003,social media has been participating in the cultural communication of Hanfu and promoting the continuous expansion of Hanfu groups.In this context,specific to the specific interest-related group,what is their motivation to use social media to spread Hanfu culture? What is the role of social media in the communication of Hanfu culture? What is the significance of their cultural communication behavior?With the help of the ritual view of communication and the theory of interaction ritual chains,this study describes and analyzes the behavior of Hanfu groups in Chengdu to use social media to spread Hanfu culture.This study takes QQ groups such as "Chengdu Hanfu tongpao group" and "Sichuan Hanfu exchange group 2" as online research sites,and takes "Hanfu Street" in Champaign Plaza,on Chunxi Road,Wenshu square and HUANHUAXI Park as offline research sites to conduct participatory observation,in-depth interview and questionnaire survey on Chengdu Hanfu group.The results show that the behavioral motivation of Chengdu Hanfu fans to use social media to spread Hanfu culture includes efficacy motivation,instrumental motivation,quality assurance motivation and expectancy motivation.Social media connects the online community and offline community of Chengdu Hanfu lovers,thus expanding the scope of interaction rituals and further promoting the spread of Hanfu culture.Even though these groups of individuals do not have bodily co-presence,there is a mutual focus of attention and a common mood or emotional experience between "Tongpao".Therefore,the virtual presence of Hanfu enthusiasts in online communities can also form successful interaction rituals.At the same time,in the process of online and offline interaction rituals,Chengdu Hanfu lovers produce group solidarity(as the "Tongpao" of common identity),emotional energy(sense of national belonging and cultural identity),sacred objects(the basic styles of Hanfu)and common standards of morality(The discipline of Hanfu on its own behavior),and the result of interaction rituals further maintains the cultural value and experience Historical value and economic value.In the new situation,with the change of Hanfu culture communication,Hanfu circle is torn,the content of communication is vulgar,some Hanfu lovers are tired of social communication,and there is a contradiction between Hanfu inheritance and innovation.Therefore,to improve the communication of Hanfu culture,we need to set standards,cultural empowerment,policy support,scene upgrading and integration into daily life.In addition,the increasingly prosperous communication of Hanfu culture reflects,to a certain extent,the revival of traditional culture,the marketization of traditional culture and the creative transformation and innovative development of traditional culture.