Mass Media's Reports On The Urban Traditional Festivals In Various Contexts

Traditional festivals play an important role in developing cultural heritage,enhancing national cohesion and providing festival recreation.Facing the impact of urbanization and globalization,the traditional festivals are found hard to survive in the urban.In this context,we consider if mass media,which is important to traditional heritage, guide traditional festivals to exert its own function and effect.In a variety of contexts such as globalization,localization,the new pseudo-folk,urban migrations' identity problem,etc.,whether mass media should reflect?Based on this,the paper used "China Youth Daily" as the cases to conduct a quantitative and contents analysis.In addition,with the support of theories from folklore and communication,the paper studied the position and attitude of mass media in reporting urban traditional festivalsResearch ideas in this article are based mainly on the production of newspapers and press releases-the first is topics planning and then text edition.Topic planning refers to the number of reporting,and text edition is a process of encoding and decoding, which is related to the position and bias of media and reporting.In addition,the paper concerns folklore's internal structure,symbolism,and features. In the end,some hot issues,such as "protection and innovation of traditional culture", "blending of urban folk and rural folk","the authenticity of folk",was explained.