Research On Ritual Communication Of New Rural Elite Culture

With the proposal of the rural revitalization strategy,new rural elite and new rural elite culture have attracted more and more attention,and there are more and more research perspectives on the communication of new rural elite culture.Ritual communication believes that communication is a cultural ritual that shares meaning,emphasizing the satisfaction of individuals and the connection between participants.Therefore,ritual communication is increasingly used in cultural communication research.This article introduces the related theories of ritual communication to study the spread of new rural elite culture,which helps to promote the effectiveness of new rural elite culture,and thus promotes rural revitalization.The ritual communication on new rural elite culture refers to the application of the law of ritual propagation in communication process of new rural elite culture.It is embodied by borrowing the laws of ritual propagation to promote the communication of new rural elite culture.At present,some localities have conducted some explorations on the communication of new rural elite culture ceremonies,resulting in ceremonial communication types such as sacrificial ceremonial communication,festival celebration communication and media c eremonial communication,showing that high emotional involvement of individuals,collective participation in the communication process and diversity of ritual types.At present,the areas where the ritual communication on new rural elite culture is spread are all promoted by fields and carriers.Among them,there are two types of physical fields and virtual fields.Different ceremonies,such as ceremonies for sacrificing villagers,conventions commending villagers,and live bro adcasts of villagers,will have their own differences in the ceremony links and communication means selected.The time for the spread of practice varies from place to place.According to economic,social and cultural conditions,they have formed top-down and bottom-up communication modes.Dingtan and Tongliang in central west of China and Shangyu in Eastern China are typical examples of these two modes of communication.They are very different in terms of ritual content,participating subjects,and communication effects.Although there have been some useful explorations on the spread of new rural elite cultural rituals,there are still some problems that media rituals have not been fully utilized,the lack of successors in communication,and the sacrificial rites have not been valued.Therefore,this paper puts forward some optimization countermeasures,such as strengthening multi-investment by the government,establishing the mechanism of returning talents and paying attention to the holding of relevant ceremonies.