Reconstructing The Tradition:a Study Of The Media Image Of The Yi People’s Torch Festival

In the view of cultural anthropology,the traditions in people’s subjective understanding will change with the social construction.The tradition changes because the environment to which they belong has changed,and the tradition will change according to the environment in which they are oriented to adapt to them.That is: changes in the social environment affect the shaping of the traditional.As a huge complex,tradition contains many connotations,as an important element in the tradition,festivals also change accordingly to adapt to the social environment.Within the process,Traditional festivals are continuously constructed and enriched through media coverage and presentation.With the increase of cultural exchanges among different regions,the attention of the outside world to the Torch Festival in Liangshan Prefecture has gradually increased.Most of the outsiders know about the Torch Festival from the images presented and constructed by the media.Different media will have their own priorities when reporting on the Torch Festival.As the Liangshan Daily is a local newspaper in the minority area,and the Yi is the main nationality of Liangshan,the foreign media’s attention and report of the Torch Festival is incomparable with the Liangshan Daily.Based on the report of the Liangshan daily on Yi Torch Festival,takes the traditional reconstruction and discourse analysis as the narrative frame,this article analyzed the Torch Festival media of Liangshan Daily in more detail from the perspective of constructivism,which made it clear that the media’s emphasis on Torch festival is different.This paper probes into the content production of the Torch festival in Liangshan Daily,inspects and focuses on the media’s construction of the Torch Festival meaning and the discourse strategy of the meaning construction changing process in the report text,and reveals the dynamic changing process of the newspaper media to the Torch festival image construction.Through combing the basic findings,in the initial stage of presentation,the traditional culture of the Yi nationality and the traditional folk activities of the Torch Festival were selected as the main contents,presenting a discourse strategy dominated by the national tradition and a text feature featuring mainly the national emotions.With the implementation of the socialist market economic policy,under the swept tide of consumerism,the media display of the torch festival has also changed.Due to the demand of economic development,the Liangshan Daily continued to integrate and reconstruct the resources of the Torch Festival.The Torch Festival gradually became a rich collection of discourse from the original festival concept within a group.The media presented more emphasis on the reconstitution of festival connotations and the commercialization of festival brand production.It created new holiday connotations as a approach to develop culture and tourism and spread torch festivals to the outside world.Beginning in 2014,the government put forward a reflection on the inheritance of the traditional culture of the Yi people.Since the 2014 report,the Liangshan Daily has shown a trend of retrospective traditions.Through the induction of the analysis,due to changes in the social environment and policies of the times,the construction of the Torch Festival in the media has also changed.At the same time,the media’s production and construction of the Torch Festival should be constantly improved,combining traditional ethnic culture with regional development needs and audience expectations,and building a discourse strategy along a more comprehensive path.In the end,minority festivals come from the people and should serve the people.and must return to the people eventually.