Research On The Dissemination Of Urban Cultural Symbols In “Kite Festival”

Culture is the soul of a city and a witness to the prosperity of a city.Culture plays a vital role in recording urban history,highlighting urban characteristics,highlighting urban heritage and guarding urban beliefs.Each city has its own unique culture.As the carrier of culture,symbols show a rich and colorful urban culture.In the context of global integration,culture has become the focus and core resource of urban competition,which reflects the soft power of a city.If a city wants to achieve better development in the fierce competition,it is necessary to select excellent urban cultural symbols,fully tap the regional characteristics,and spread them through a certain carrier to build a cultural city.Based on the urban cultural symbols as the theoretical basis,taking the Kite Festival which has been successfully held for 38 sessions as the case,taking the field investigation as the main research method,and based on the urban image of the “kite capital of the world” created by Weifang,this paper arranges and analyzes the urban cultural symbols in Kite Festival,analyzes its cultural communication modes and strategies,summarizes its experience,points out its shortcomings,and puts forward feasible measures.The first chapter discusses that the holding of the Kite Festival has made Weifang build the city image of “kite capital of the world”.On the whole,it has experienced four cultural development periods: friendship,openness,thrift,truth-seeking,cooperation,development,sharing and beauty.The second chapter mainly arranges the cultural symbols in various activities of the Kite Festival according to the classification system standard of urban cultural symbols,that is,starting from the three categories of material cultural symbols,behavioral cultural symbols and spiritual cultural symbols,and interprets their symbolic significance in detail.The analysis shows that the choice of symbols is the display of the meaning of symbols,and the interpretation of meaning constructs the theme culture of each period of the city.The third chapter analyzes the main body,ways and types of urban cultural symbols in Kite Festival:the government,enterprises and the public are located in the primary link of the communication process and play a controlling role in the selection and choice of content form and audience group;Images,tourism,mascots,commercial IP and online social platforms are the main ways and means of communication.They have spread rich cultural symbols with their own characteristics and advantages;Through event marketing communication,leveraging communication and all media communication and other communication strategies,the Kite Festival has spread the city business card of “kite capital of the world” to all parts of the world,and improved Weifang’s recognition and reputation.Through the interview design,the fourth chapter discusses the important role of Kite Festival in carrying forward and disseminating urban culture,improving and strengthening urban construction,promoting and promoting urban economy and so on.In addition,it discusses the problems existing in the dissemination of urban cultural symbols: the imbalance between traditional and modern urban symbols;The less folk culture,the stronger the meaning of the market;The activity form is solidified and lacks substantive innovation;The communication influence is insufficient and the social attention is low.On the basis of summarizing the above,the fifth chapter summarizes the communication mode of the Kite Festival in urban culture: multiple participants and different communication modes;Take kites as the medium to display colorful urban culture;With the help of the festival window,promote investment attraction;International communication platform,open and inclusive.Finally,the paper puts forward corresponding improvement suggestions for the existing problems: balance the inheritance and development of symbols,enhance the belief of cultural inheritance and protection,innovate the form and expression of activities,and build an official all media communication matrix.