Research On The Transmission Of Tea Culture In Xinyang Area In The Era Of Integrated Media

Tea culture is an indispensable and important element of traditional Chinese culture.The traditional tea-making techniques and related customs in our country have been included in the UNESCO Representative List of the Intangible Cultural Heritage of Humanity,among which Xinyang Maojian tea,one of the top ten famous teas in China,played an important role in the application.Xinyang Maojian is produced in Xinyang City,Henan Province,and its development is closely integrated with the local natural environment and folk culture,making it an important part of the Central Plains culture.Over the years,Xinyang’s tea culture has gradually matured through the continuous enrichment and development of local material life and socio-economic conditions,and has been spread through various media,receiving praise from many tea enthusiasts.In the era of integrated media,the development and dissemination of Xinyang’s tea culture still face new problems and challenges.What are the shortcomings of tea culture dissemination in the new context,and how can the disseminators of tea culture use diverse media forms to achieve the multi-dimensional dissemination of Xinyang’s tea culture? These are issues that deserve further exploration and urgent resolution.This thesis adopts multiple research methods such as questionnaire surveys,indepth interviews,and field research,using the forms,content,strategies,and effects of tea culture dissemination in the Xinyang region as the research foundation.Through comprehensive application of field research,questionnaire surveys,and in-depth interviews,it explores comprehensively and deeply the current situation and problems of tea culture in the Xinyang region,and proposes effective dissemination strategies and measures to promote the development and inheritance of tea culture in the Xinyang region.The article consists of seven parts: Chapter 1 Introduction analyzes the research background and significance,domestic and foreign research status,and research content and objectives,clarifying the innovation and necessity of taking Xinyang tea culture as a specific research object.Chapter 2 outlines the concept,historical evolution,cultural connotation,and dissemination methods of traditional Chinese tea culture.Chapter 3,based on the development and dissemination of traditional Chinese tea culture,comprehensively introduces the production,development,presentation,characteristics,impact,and value of Xinyang tea culture,as well as the overview of representative tea enterprises.Chapter 4,based on the 5W communication model in the field of journalism and communication,cultural memory,and cultural community theory,sorts out the important roles of communication subjects,channels,and content in the dissemination process of Xinyang tea culture in the era of integrated media.Chapter 5 conducts empirical research on the cultural dissemination effect of Xinyang tea culture among its audience through survey questionnaires and in-depth interviews,analyzing its dissemination effect and influencing factors.Chapter 6 proposes the existing problems in the dissemination process of Xinyang tea culture from the perspectives of communication concept,channel,content,and effect analysis based on the results of survey questionnaires and interviews.Chapter 7 analyzes and summarizes several suggestions that contribute to improving the dissemination effect of Xinyang tea culture from multiple perspectives.Firstly,communication subjects should cooperate to form a joint force,including government,enterprises,and social organizations,to promote the dissemination of Xinyang tea culture.Secondly,traditional media and new media should fully integrate and complement each other’s advantages.For example,traditional media can use emerging forms such as social platforms and short videos to disseminate Xinyang tea culture content.Thirdly,the interactive mechanism should focus on co-creation and encourage audience participation.For example,fun tea culture festivals and tea culture experience activities can be held to help the audience better understand Xinyang tea culture.Finally,content strategies should follow the trend and attract the interests of young people.For example,combining popular cultural elements and designing more creative and interesting tea culture dissemination content.In the context of the rapid development and profound impact of media technology,the tea culture of Xinyang should actively adapt to the new era’s communication environment,explore innovation,and constantly update and develop,expand the scope of tea culture dissemination,improve communication effectiveness,and contribute to the inheritance and development of traditional Chinese tea culture.