Research On The Strategy Of Promoting The Identity Of Chinese Traditional Culture From The Perspective Of New Media

Since 2017,General Office of the State Council and State Administration of Press,Publication,Radio,Film and Television((SAPPRFT))have successively issued notices on inheriting Chinese traditional excellent culture and creating fine cultural programs.It is proposed that literary and art workers should dig deep into the excellent traditional culture,draw nutrition from the traditional culture and obtain creative inspiration,and build a cultural power on the basis of enhancing the self-confidence of the national culture and enhancing the soft power of culture.The update of media technology has changed the way of information dissemination.The integration of audiovisual,social,and sharing attributes on platforms such as the web and mobile platforms provides convenient communication channels for the audience,and also brings new vitality to cultural diversity and innovation.The diversified new media platform has expanded the channels for information transmission,not only the scope and means of spreading traditional culture,but also the space for inheritance of traditional culture.However,the openness and sharing of the new media platform makes the role of "gatekeeper" lack,allowing mass entertainment content,vulgar content to flood,and continuous input of western values,which has led to the deterioration of the cultural ecological environment and the lack of traditional cultural identity.Therefore,in the new media environment,how to use new media technologies and platforms to disseminate traditional culture is worth pondering.This is of great significance not only for building cultural self-confidence and strengthening China’s cultural soft power,but also for strengthening traditional Chinese cultural identity and creating a culturally powerful nation.Chinese traditional culture is the foundation of Chinese civilization and contains advanced thoughts,emotions,spirits,and values.Passing on excellent traditional culture is the core to show the image of the country,promote the national spirit,and enhance cultural confidence.It is also an important way to enhance the public’s sense of cultural identity.Chinese traditional culture provides rich themes for the content production of cultural variety shows.Cultural variety shows can draw nutrition from traditional cultures such as Chinese characters,idioms,cultural relics,and classics,and use artistic form such as theater,performance,and records to convey historical content and values,which are of great significance to the cultural heritage of the new media era.The “National Treasure”,which exploded in 2017,awakened the cultural memory of the public through the spread of traditional cultural knowledge and the replay of historical stories.Not only aroused the public’s attention to the protection of cultural relics,but also opened a path to enhance cultural identity for the current status of cultural loss and identity anxiety,and also provided a reference for the future development of cultural variety shows."National Treasure" has played an active role in inheriting excellent traditional culture,enhancing cultural identity,and establishing cultural self-confidence.Therefore,this article uses "National Treasure" as an example to explore the strategy of improving Chinese traditional cultural identity in the new media era from the perspective of cultural identity.The full text is divided into four parts.The first part is an overview of cultural identity theory and cultural variety shows,defining the concepts of cultural identity and cultural variety shows,and analyzing the relationship between "National Treasure" and traditional Chinese cultural identity.The second part analyzes the effect of "National Treasure" on the promotion of traditional cultural identity through questionnaire survey.Based on the structure of cultural identity,the author designed a questionnaire from the perspectives of cognition,emotion,and behavior,and analyzed the results of National Treasure’s promotion of traditional Chinese cultural identity.The study found that the program improved the public’s understanding of Chinese traditional culture,strengthened their sense of belonging to Chinese traditional culture and enthusiasm for the spread of traditional culture.On this basis,the author combined semi-structured interviews to deeply study the positive role of "National Treasure" in promoting traditional Chinese cultural identity,and carried out specific analysis from three aspects: cultural symbol identity,cultural identity,and cultural value identity.The study found that the program awakened the audience’s cultural memory through verbal and non-verbal symbols,stimulated the audience’s emotional belonging to the culture through media rituals,and spread the value of traditional culture by telling Chinese stories.The third part is to analyze the challenges of improving traditional Chinese cultural identity in the context of new media.It analyzes from three aspects: the content of the communication,the method of communication and the effect of the communication.The study found that the cultural variety shows represented by "National Treasure" have problems of serious homogeneity and shallow cultural knowledge in the content,the problems of prominent formalism and excessive entertainment in the form,and in terms of dissemination effects,there are problems of low program income and limited cultural dissemination effects.The fourth part is a strategy for improving the identity of traditional Chinese culture,which is based on the predicament of the third part,Take a professional path in terms of dissemination of content,dig deeper into traditional culture,and expand program types;open up social channels in the dissemination method,innovate the form of dissemination,and trigger emotional resonance;implement a branded image strategy at the level of dissemination effect,and interact with the audience in multiple ways to strengthen the effect of communication.