Chengyang Bazhai Dong Festival Cultural Communication Research Report

Chengyang Bazhai,located in Sanjiang Dong Autonomous County,Guangxi,is an ancient Dong village,known as the ’Hometown of Hundred Festivals’,which has become an important support for the local tourism industry due to its rich festival culture.However,with the development of social economy and the penetration and impact of foreign cultures,the culture of Dong festivals in Chengyang Bazhai is facing an unprecedented crisis in the process of inheritance and dissemination,and it is worth exploring how to promote the inheritance and dissemination of the local Dong festival culture in the new communication context.This paper combines in-depth interviews and questionnaires,and uses the relevant theories of communication to carry out the research.Firstly,we introduce the sources of Dong festival culture and its communication value;as culture does not exist in isolation,but interacts with the environment and various factors.Therefore,this paper draws on the theoretical framework of communication ecology,starting from the internal and external ecology of festival culture communication.The internal ecology includes communication subjects,content,channels and audiences,while the external ecology is the external environment of festival culture communication including economic,policy,social and technological environment.The study found that the external ecology of the Dong festival culture in Chengyang Bazhai has the problems of insufficient policy "support" and lack of cultural "attraction",while the internal ecology of the festival culture has the problems of weak "excavation power",weak "synergy power" and weak "cultural "attraction".The problems of insufficient policy "support" and insufficient cultural "attractiveness" exist in the communication ecology.Finally,in view of the existing problems,the development strategies of festival culture communication are explored,including scientific planning of festival development and emphasis on cultural policy protection;cultivating the main body of communication heritage and strengthening the participation of festival culture;digging deeper into the connotation of festival culture and attaching importance to the contemporary nature of festival culture;integrating multiple communication resources and promoting the systemic nature of cultural communication;and innovating cultural communication methods and enhancing the diversity of cultural communication.It is hoped that it can provide some reference and reference for the inheritance and protection of festival culture in ethnic minority areas.