Ritual Communication Of Malaysia Traditional Chinese Festivals

"Sensational Magpie Festival to Mid-Autumn Festival-Genting Love Song Competition" is an event that make use of Chinese traditional festival as an opportunity to promote the Chinese traditional culture, with mass media as a means of communication, complemented by interpersonal communication, on-site dissemination channels, through the hold of festive "singing and dancing", united many Malaysian Chinese community from "small home" into "big family". Try to transform the traditional private dating of loving Magpie Festival and family unity moment of Mid-Autumn Festival into a group gathering hours, so that to construct a modern media communication ceremony of traditional festival.The Chinese traditional festival modernization activities transformed the hunger of ceremony into national ideology, making a grand "national home" reunion party, via the Chinese media to construct the group concept of "Chinese Malaysian", and through the Chinese media present Festival ritual atmosphere to create a "sense of the scene", cause the millions and thousands of ordinary Chinese families placed themselves in the ambience of "presence", immerse and be deeply influenced, which construct a real sense "myriad of joys" mass media ritual.The change in ritual communication of communalized, socialized and modernized of Chinese traditional festivals, based not only from the development of mass media technology, but from the emotional expression of Chinese community and the need of traditional culture communication, national discourse and group identity which have constructed the core content of this ritual communication process. The ritual communication of Chinese traditional festival constructed an important sign of public cultural activities within the Malaysia Chinese community which enhanced the Malaysia Chinese’s own understanding of the traditional Chinese custom, aroused the Chinese inheriting and carrying forward Chinese traditional festival culture.