Research On The Innovation Of Traditional Festival Culture Communication

Traditional festivals have formed and developed in an agrarian society,but due to the acceleration of modernization and the birth of industrial civilization,the demise of agricultural civilization has been accelerated,and the development of traditional festivals is facing difficulties.Under the impact of foreign festivals and online festivals,traditional festivals have been diluted and ignored in modern society,and the folk activities,history and culture,and festival celebrations of traditional festivals are gradually declining in urban life.The situation of traditional festival cultural dissemination is worrying and needs to be paid attention to.Under the current media communication environment and the advancement of digital science and technology,big data,the Internet,and media technology are empowering the creation and production of traditional culture,which brings new ideas for the innovation and development of traditional festival culture.Henan Satellite TV’s "Chinese Festival" series of programs is rooted in excellent traditional culture,presenting the communication and development of Chinese history and culture at the macro level,showing the connotation of Chinese traditional festival culture at the micro level,grasping the dissemination of regional culture and Central Plains culture,creating festival culture brand communication,innovating system and mechanism reform,and realizing the effective development of traditional festival culture in the era of media integration.This paper analyzes and investigates the cultural communication of traditional Chinese festivals,and proposes that in the current social development,traditional festivals need to keep pace with the times and be close to the audience,rooted in traditional culture itself,based on the new media communication environment,grasp digital technology to realize the combination of culture and art,innovate the form of festival cultural communication,build festival greeting brand communication,and promote the inheritance and development of traditional festival culture in the new era.The details are as follows: firstly,from the perspective of protecting the innovative dissemination of traditional festival culture,and taking the current communication status of traditional festival culture as the starting point,the inheritance and development status of traditional festival culture is analyzed;Secondly,combined with the modern communication environment,the public’s cognition of traditional festival culture,and the audience’s behavior and psychological expectations for the dissemination of traditional festivals,the dilemmas and problems faced by traditional festival culture in the process of communication are discussed.Then,the successful dissemination cases of Henan Satellite TV’s "Chinese Festival" series were used to explore the feasibility of the innovation and development of traditional festival culture and try to put forward more basic and operational countermeasures because of theory.Finally,this paper integrates the innovative cultural communication strategies of Henan Satellite TV’s Chinese festivals,in order to provide useful perspectives and ideas for the dissemination of traditional festival culture.Henan Satellite TV’s "Chinese Festival" series of programs presents the visual feast of Chinese traditional culture,innovates the content expression and presentation of traditional festival culture,promotes the communication and development of traditional festival culture in modern times,and attracts audiences to interact and participate in communication.The innovative dissemination of traditional festival cultural programs enhances cultural identity,enhances cultural self-confidence,and enhances cultural strength with traditional festival cultural symbols,which is of great significance to the innovative communication and development of traditional festival culture in modern times.