Beside Qinhuai Light Propagation Research

Qinhuai Lantern Festival has a long history and it goes back to the ancient times. It’s popular in Nanjing as being a public activity, meanwhile it is also one of the major non-governmental fire agency forms in Nanjing. The Qinhuai lanterns are full of festival ceremonies and customs, which play an important role in continuing the heritage of the festival culture and contact the national sentiment, and also show the good wishes and spiritual pursuit of local people who prayed for great harvest and family harmony. Over the years, the citizens spend each Spring Lantern Festival together with the Qinhuai Lantern Festival, the Qinhuai Festival enhance the festival atmosphere for the Spring Festival, enrich the cultural activities in the New Year.Besides communication among the humans, It plays an important role for the Media to spread it actively since the emergence of the mass media. Nowadays, in order to inherit the culture of Qinhuai lantern and expand its cultural radiation and activities influences. It is imperative and reasonably for the mass media to take the responsibility in culture. The developed mass media technologies and the dissemination of cultural information should be actively used. The mass media should play a full role in guiding the public to the Qinhuai lantern culture, and create the strong atmosphere of respect, love and participate in the Qinhuai Lantern Festival. That will make the Qinhuai Lantern Festival deeply rooted among the locals, and accordingly enhance the national cohesion and carry forward the traditional virtues.In this paper, it attempts to explain four aspects from the newspaper reports and other information and analysis of the fieldwork:Firstly, the data analysis on the report of Qinhuai lantern; Secondly, multi-angle analysis on the report content of Qinhuai Lantern; Thirdly, reporters to record situation about heritages and changes of Qinhuai Lantern Festival; the Fourth, the analysis on the effort of publicity of Qinhuai Lantern Festival. Through this research, we can understand the publicize strategies and blind spots of the media of Qinhuai Lantern, and combine historical inheritance and changing process of lantern in order to know the shortage and the publicity of Qinhuai Lantern, and then it can provide recommendations about the publicize and heritage of the Qinhuai Lantern.