Study On Modern Communication Being Of The Han River Dragon Boat Festival

As an important carrier of traditional culture and local culture,the folk custom festival constantly adjusts the development mode to adapt to the constantly updated communication mode and audience demand in the changing and developing environment.The Dragon Boat Festival as well Shaanxi representative folk activities of the well-being of the region,after more than ten years of development,has become the famous festival brand,the use of modern means of communication,the traditional folk culture and local culture combine,opens up a unique development path.This paper traces the development history and cultural connotation of Han River Dragon Boat festival.This paper focuses on the process of modern communication and the spread effect of Hanjiang River Dragon Boat festival.This paper discusses the process and its influence from the spontaneous organization of the masses to the local government to take the lead,from the mass communication to the organization,from the single sports event to the multi-dimensional cultural and commercial activities.In the horizontal dimension,the Han River Dragon Boat Festival was built to become a well-known festival brand and play its value and function,enhance the regional influence and the local government image.In the vertical dimension,we can realize the social integration and the cultural function of folk festivals.In view of the problems existing in the communication process,such as the lack of innovation,the content is single,and so on,put forward the development of innovative means of communication,enhance the level of publicity,attention to the development of the audience habits and other aspects of the proposal.The Han River Dragon Boat Festival,a series of communication and business adjustment,provides a reference for the survival of folk festivals,but the proportion of the combination of business and culture may dilute the traditional cultural stigma.