Research On Folk Culture Dissemination Of Kaifeng Zhuxianzhen New Year Woodblock Prints Under The Background Of "Creative Transformation And Development"

In recent years,President Xi Jinping has repeatedly mentioned the thought of "cultural creative transformation and development",which provides directions for the transformation and revival of Chinese culture.Zhuxianzhen New Year woodblock prints of Kaifeng,included in the first batch of The National List of Intangible Cultural Heritage in 2006,has absorbed and accommodated the distinctive folk custom and historical culture of the Central Plains in the thousands of years of inheritance.Zhuxianzhen New Year woodblock prints could be regarded as the symbolic expression of the directness and aesthetic of folk life since they not only contain the artistic value of shape,color and line,but also carry abundant folk culture and national belief.New Year woodblock prints,as a medium to spread the folk culture of the Central Plains,with their "signifier" and "signified",are the epitome of the politics,economy,culture,religion and social customs in ancient Chinese society.Under the circumstance that New Year woodblock prints gradually withdraw from modern life,the purpose of the paper is to explore how to spread folk culture with various media to promote the rejuvenation and development of Zhuxianzhen New Year woodblock prints.The paper mainly adopts the methods of document analysis,field survey and interviews,and applies the relevant theories of communication,folklore and semiotics.The author visited the main New Year woodblock prints shops in Zhuxian Town,Kaifeng City and conducted in-depth interviews with their inheritors.Firstly,the paper clarifies the transmission and development of Zhuxianzhen New Year woodblock prints from the dimensions of time and space.In chapter2,the author interprets the communication content of the folk culture of Zhuxianzhen New Year woodblock prints from the perspective of semiotics,explains the tales and realistic significance of New Year woodblock prints,and reflects on the connection between tradition and modernity.In chapter3 and chapter4,the author studies the current situation of their communication on the basis of investigation and points out the dilemmas and problems in communication.Chapter5 analyzes the enlightenment ofthe thought of "cultural creative transformation and development" to the spread of New Year woodblock prints and propose several communication strategies from four aspects: the communicator,the channel,the content and the audience.Artists and media should be qualified "gatekeepers",establishing the concept of "oral spreading","ceremony communication","story dissemination","brand communication" and "integrated communication of culture and tourism".Various means should be used to enrich content and form for agenda setting.Communicators should establish a network database and exert the power of new media.Social managers should cultivate the cultural consciousness and confidence of the audience and form the general value identification of Zhuxianzhen New Year woodblock prints.To carry forward Chinese excellent traditional culture in the context of new era and promote the transmission and development of the folk culture of Zhuxianzhen New Year woodblock prints,we should do well in "transformation","activation" and "innovation",identify the development context,explore cultural connotation,understand the current situation of communication,highlight the era value,innovate communication methods,build cultural brand and enhance cultural confidence under the guidance of the thought of "cultural creative transformation and development" in order to promote the development and the rejuvenation of traditional culture.