Study On The Communication Of Traditional Festival Ritual On Television

Chinese traditional festivals are the concentration and accumulation of Chineseculture of thousands of years, meanwhile they are also the main form of culture memory.As the cultural characterization and an exterior symbol of Chinese traditional festival,ritual can best reflect the essencal characteristics of human beings. Traditional festivalsare the integral part of intangible cultural heritage, while festival ritual is the carrier ofconnotation and significance of traditional festivals. In the modern society, thecommunication of festival ritual is confronted with fierce crisis. As the public cultureconsciousness has been increased unprecedentedly, protecting traditional culture andfestivals has both become the strongest voice of the society and rational call of theculture. Thus how to protect and inherit festival ritual has become a serious issue thathave to be faced.As the most extensive coverage mass media, TV plays an important role ininheriting social culture and protecting national excellent culture. The appearance oftelevision technology has been affording necessary technical support, bringingunprecedented opportunities to festival ritual. It is in this way that festival ritual becomea national shared activities by breaking through the limits of time and space.Thepractice of television communicating festival ritual has become perfect gradually forseveral decades. Traditional festival ritual has realized delivery expansion in a widerrange. The diversification of program type not only meet peoples’ various spiritualneeds, but also provide samples for the theoretical research on the communication offestival ritual on TV. However, TV communication still exists many defects that shouldnot be neglected. It still needs to realize the delivery of culture meaning and achievebetter results by improving effective methods and measures.Taking the festival ritual and media ritual as the research object, this thesis isdivided into four parts. The first part started with the current dilemma traditional ritualhad faced, and then analysed the deep reasons which had contributed to the decliningstate of festival ritual. In the end, this part has analysed the efforts TV media has taken.The second part has pointed out the definition, features and scope of festival ritual byapplying the theories from Science of Culture and Folklore, then it demonstrated therelationship between festival and ritual. In th end,this part has pointed out the currentfunction value of festival ritual. The third part started with the necessity and reality of TV media communicating traditional festival ritual. Then this part has made aclassification of communication types about ritual contents on TV by applying thetheories from Mass Communication,Radio and Television, Brand Communication.Through the analysis of the weakness, this thesis found out the cause which givingrise to the situation in the process of television communicating behaviors. To improvethe TV communication on festival ritual, it has also offered the followingcountermeasure which includes injecting cultural connotation into the message,enhancing interactivity from the feedback link, achieveing media organizations’ goal ofmaintaining public interest and establishing brand awareness to build a competitivebrand. The fourth part drew the conclusion.