Research On Spring Festival Traditional Culture's Communication Mechanism And Discourse Change In Weibo

The first year of Weibo's communication in 2010 is an important beginning for the rise and development of Weibo technology.With the rise and development of Weibo,the traditional Chinese culture of the Spring Festival meets the requirements of the development of the times and satisfies the spiritual and cultural pursuit of the audience.It promotes and promotes the traditional culture through the new media platform of Weibo.The traditional Chinese culture of the Spring Festival builds a unique communication mechanism in Weibo.At the same time,with the innovation of the communication mechanism,it has a certain influence on the Weibo discourse of the traditional Chinese culture.Based on this,this article uses Sina Weibo as the data collection platform,screens the research samples according to certain criteria,and uses the relevant theories of communication theory and linguistics as the theoretical support of the research.Using the content analysis method and the case study method,the collected data are collected.The data were collected and classified to explore the mechanism of the traditional Chinese culture in Weibo,and to study the trajectory of the discourse and change of the traditional Chinese culture under the communication mechanism.This article consists of five parts:The first chapter,the introduction,comprehensively sorts out the research on the traditional culture communication of the Spring Festival,the research on the microblog communication mechanism and the literature related to the study of discourse changes,and puts forward the main research questions of this paper.The spread of the traditional Chinese culture in Weibo follows in Weibo.What kind of communication mechanism,under such a microblogging communication mechanism,analyzes and discusses the discourse influence and changes of the traditional Chinese New Year culture,and expounds the realistic and theoretical significance of this research.The second chapter is a theoretical overview of the microblog communication mechanism and discourse changes of the traditional Chinese New Year culture.The first is the connection between the core theory and the related research in this paper.The research criteria are determined according to the theoretical relationship and research needs,and the microblog platform is selected.Study the sample and describethe selection basis.The third chapter,the study of the communication mechanism of the traditional Chinese culture in Weibo,explores the characteristics of the traditional Chinese culture in Weibo,and conducts in-depth research on the dissemination factors,and initially explores the influence of Weibo communication mechanism on the Spring Festival discourse.The fourth chapter is the study of the changes of traditional Chinese cultural discourse under the microblog communication mechanism.It discusses the discourse of the traditional Chinese culture under the communication mechanism and discovers the trajectory of the traditional Chinese cultural discourse.The fifth chapter is a reflection on the communication mechanism and the change of discourse in the traditional Chinese culture in the microblog.It studies the communication mechanism of the traditional Chinese culture and the opportunities and challenges of the discourse changes,and tries to answer the question of how to carry out the microblogging of the traditional Chinese culture.Construction and agenda settings.The sixth chapter,the article concludes.