A Study On The New Media Communication Of The Fish Culture Of The Hezhe Ethnic Group

The Hezhe ethnic group is a minority in northeastern China,and as the most representative indigenous fishing and hunting ethnic group,it has rich cultural elements.With the rapid development of new media,it has changed people’s way of life and values,thus causing a huge impact on the diverse traditional culture.Many ethnic minorities no longer wear their own ethnic costumes,and young people no longer speak their own ethnic language,nor have they gained a better understanding of their own culture,nor do they identify with their ethnic values.Even with the rapid rise of new media today,the Hezhe culture has not been better protected and inherited.As a member of the Hezhe ethnic group,the author is deeply concerned about this and hopes to provide new ideas for the development and inheritance of Hezhe culture through new media dissemination research.The author takes the Hezhe fish culture as the research object,sorts out the development process of Hezhe fish culture,analyzes the content and presentation of new media dissemination of Hezhe fish culture,summarizes the new media dissemination effect of Hezhe fish culture,and clarifies the significance of new media for the dissemination of Hezhe fish culture.Using content analysis method,this study takes the Hezhe fish culture spread on new media platforms as a research sample,constructs a category of communication content and presentation methods,sorts out the communication content and presentation methods of new media platforms,and explores the differences in content selection and presentation methods among different new media platforms.In addition,combined with the questionnaire survey method,this study conducts an in-depth analysis of the new media dissemination effect of the Hezhe fish culture from three levels of cognition,attitude,and behavior in terms of dissemination effect.It compares and analyzes the dissemination effect of the fish culture between the Hezhe audience and non Hezhe audience in the same cultural environment.Research has found that local audiences living in an atmosphere full of Hezhe culture have a clearer understanding of the Hezhe fish culture disseminated through new media,and maintain a positive attitude of support for the dissemination of fish culture.However,their enthusiasm for interaction with content is relatively low.Finally,a thorough analysis is conducted on the current problems in the dissemination of ethnic minority culture,mainly including the low utilization rate of new media platforms;Misalignment of communication content and presentation methods,insufficient interaction between new media platforms and users,and deepening of cultural "interaction" in ethnic interactions.At the same time,this article also provides suggestions for optimizing development based on the problems that arise during the dissemination process.The government should adjust and improve policies for the inheritance and protection of ethnic minority cultures;Strengthen the advantages of ethnic characteristics and promote the development of tourism industry;Communication entities should enhance their own new media operation capabilities,as well as the government and communication entities need to enhance the sense of belonging of ethnic minority groups,fundamentally solving the problem of ethnic cultural inheritance.