Brand Construction And Value Of Festival Party Of Henan SATELLITE TV From The Perspective Of Cultural Semiotics

Chinese traditional festivals are symbolic forms created by Chinese ancestors in practice and carrying production and life experience.Since entering the era of mass communication,media has played an important role in the construction and inheritance of traditional cultural symbols.Since the Spring Festival Gala in 2021,Henan Satellite TV relies on cultural resources,the rise of the Central Plains policy and communication thinking and mechanism innovation,Henan satellite TV has realized the "out of the circle" of Henan satellite TV Festival Party under the guidance of cultural positioning.The party constructs the symbol expression system of Henan SATELLITE TV festival party by natural geographical symbol,festival folk symbol and art culture symbol.In the study of brand symbols,this paper analyzes the production of brand meaning of the festival party of Henan SATELLITE TV through Roland Barthes' second-level semiotics theory,as well as consumers' recognition of the brand meaning of the festival party based on self-value identity,social group identity and national identity.Henan satellite TV has established the cultural brand positioning of its programs based on high-quality columns,differentiation strategies and young expression under multiculturalism.Under the trend of media integration,Henan Radio and Television has built a communication matrix internally,expanded its communication channels externally by taking advantage of the central-level media,and shared the trinity of festival IP to realize the strategic communication of media brands.In terms of brand construction,Henan Satellite TV Festival Gala has also created Henan Satellite TV's brand management ecological group by absorbing advertisements,developing cultural tourism and innovating cultural creative products,In order to promoting the regional development of Henan Province,improving the innovation of Central Plains culture,promoting the brand development of TV programs and condense the Chinese nation.Starting from the brand construction of Henan satellite TV Festival party,through the consideration of the inevitability of the combination of cultural symbols and brand construction,and based on the analysis of traditional festival cultural symbols,this paper makes a detailed analysis on the ways of traditional culture participating in TV brand construction.We hope that through the perspective of cultural semiotics and brand culture construction strategy,we can enhance the core competitiveness of satellite TV and enrich the innovative ways of festival culture communication.