| Protecting traditional festivals can promote the harmony between human and nature as well as the interpersonal relationship,and lay a certain cultural foundation for the harmonious development of society.With the development of society and the progress of media technology,the communication path of traditional festivals has changed.In the era of mass media communication,the memory space and relationship communication of traditional festival culture have shown new rules.Especially in the era of mobile media,traditional festivals have embedded the symbol space of multi-media integration,providing a new field for the inheritance of traditional festival culture.According to the social representation theory,members of a society share conceptual images and social knowledge in a specific time and space background,so as to reach a social consensus and form a symbol system with certain social significance.As symbolic cultural nodes,traditional festivals such as Lantern Festival,Double Ninth Festival and Mid-Autumn Festival have a complete set of symbol system and a special cultural ideographic mechanism,forming a new meaning field in contemporary people’s living situation and media logic.This paper takes Bilibili,a representative mobile media,as the research object,to explore how traditional festivals are spread in Bilibili,what kind of traditional festival culture will be reproduced in the process of communication,and what kind of impact will the reproduced traditional festival culture have on people’s lifestyle and interpersonal communication?Based on the theory of symbolic space,this paper uses literature research method,text analysis method and case study method to study the following four aspects:First of all,it analyzes the symbolic elements of the virtual space of the traditional festival communication of Bilibili and takes semiotics as the theoretical basis.According to the content of Bilibili and the characteristics of user interaction,the symbolic elements of virtual space are divided into two categories:one is the content text symbol of Bilibili,which is the symbol representing reality in the festival submission of Bilibili and the image audio-visual symbol in the festival submission content;the other is Bilibili barrage text symbols,specifically meaningless location barrage text symbols,and video content has a certain relevance of meaningful barrage text symbols.Secondly,it analyzes the virtual space characteristics of traditional festival communication in Bilibili.According to the space theory and the characteristics of Bilibili,the virtual space characteristics of traditional festival communication in Bilibili are roughly divided into two aspects:on the one hand,it is the virtual space turning characteristics of traditional festival communication in Bilibili,which are the space-time compression of virtual space,the turning of local space to mobile space and the turning of public space to individual space.On the other hand,it is the virtual space interpersonal interaction of the traditional festival communication of Bilibili,specifically the expansion of the scope of interpersonal interaction,the personalization of interpersonal interaction,the real-time interaction of virtual space and the strong interaction immersion.Thirdly,it discusses the changes of traditional festival culture in the process of spreading in the traditional virtual space of Bilibili,and discusses the differences between the cultural significance of traditional festivals and their real space,and the changes of traditional festival folklore.This paper holds that on the one hand,the cultural significance of traditional festivals has undergone some changes in the spread of Bilibili virtual space.Compared with the cultural significance of traditional festivals in real space,the cultural significance of traditional festivals in Bilibili virtual space has subculture and main melody cultural characteristics.On the other hand,due to the characteristics of the virtual space of Bilibili,the ritual form,ritual nature,participants’ way and role of traditional festival customs have changed to some extent.Although the virtual space of Bilibili promotes the spread of traditional festival culture to a certain extent and reproduces the traditional festival culture in line with the current background of the times,we also find that the cultural significance of traditional festivals also presents some problems:convergence of regional space culture,same festival expression form,external and individual self-discipline.The disappearance of the particularity of traditional festival time and the prevalence of consumer culture have eliminated the traditional festival folklore to a certain extent.From a long-term perspective,the existence of such problems is not conducive to the sustainable and healthy development of traditional festival culture.Therefore,we need to actively solve the current problems from three aspects:cultivating users’multiple aesthetics,encouraging users’ offline participatory cultural expression and reasonably disciplining users’ expression,so as to promote the dissemination and development of traditional festival culture.All in all,when the traditional festival atmosphere in real life is difficult to meet the public ’s pursuit of the sense of ritual,Bilibili,as an emerging cultural field,creates an imaginary traditional festival atmosphere for the public.Traditional festival culture also completes the reproduction of its text and meaning through symbol construction and interactive mechanism,and realizes the post-modern transformation of traditional festival culture.From a more positive impact,the mobile media represented by Bilibili provides an ideal platform for the innovation of traditional festival culture and the satisfaction of public demand,also promotes the public’s recognition of traditional festival culture and national culture.However,there are also some negative effects:when the public is addicted to the bizarre cultural’ representation’ of mediatized rituals,the cultural essence of traditional festivals will be at risk of being forgotten,and such risks need our attention and corresponding solutions. |
