The Construction Of Social Identity By Traditional Cultural Programs In The Network Era

Affected by the process of globalization,western culture is eroding its own culture,consumerism is affecting the dissemination and development of traditional culture,coupled with the loss of cultural consciousness of mass media,people’s understanding of their own cultural environment is gradually blurred.This makes the audience confused and confused about their identity in social groups.In order to reconstruct the social identity of the audience,the mass media needs to take responsibility.Henan satellite TV’s "Chinese festival" series was born in this situation.It recognizes the responsibility in reconstructing social identity,uses its own advantages in presentation form,content design and communication channels,shortens the distance between traditional culture and the audience,and makes the audience pick up their attention to traditional cultural festivals.Traditional cultural programs gather people’s hearts through the sense of cultural ceremony shaped by them,get the recognition of the audience through rich narration,arouse the feelings of family and country through the presentation of collective memory,thus constructing a beautiful cultural picture of harmony and unity of family and country,coexistence and growth of man and nature,and people advocating the spirit of crafters.This way of presenting the program attracts the audience’s attention to traditional culture,and they express their ideas in the cyberspace by releasing bullet screen,commenting and recreating the program.By studying these "ideas",the thesis finds that the various actions of the audience after watching the program show their confirmation of cultural tradition and identity belonging,and show their social identity in action,emotion and value.However,traditional cultural programs will inevitably have some shortcomings in the construction of social identity,which are reflected in the lack of depth of symbol presentation,aesthetic fatigue weakening the sense of identity,the form of identity construction is limited to cognition,so that the construction of social identity of the program is limited to a certain extent.Therefore,only by broadening their thinking,reasonably setting up cultural symbols,and devoting themselves to content innovation and form innovation,can the program producers deepen the audience’s identity,so as to make the program identity from the minority to the public,and then construct the social identity of the whole people.