The Research Of Zigong Lantern Overseas Communication

Since 2002,when Chinese government formally proposed to implement the strategy for Chinese Culture Outgoing,it has been more than 20 years of development,and the strategy for Chinese Culture Outgoing has been constantly reformed and deepened,accordingly,some excellent Chinese cultures have successfully gone abroad under this strategy.However,Chinese culture has not been able to occupy a stable place in the international cultural market.At present,the overseas communication of Chinese culture is at the stage of "Netflix explosion" communication,with the hotness of netflix like Li Ziqi,achieving a short-lived cultural export,and when the hotness of netflix recedes,the related cultural export returns to calm.How to achieve a stable and sustainable export of Chinese culture while maintaining the long-term appeal of the exported culture to overseas audiences is a key factor in whether Chinese culture can gain a firm foothold in the international cultural market.As a unique folk culture of Zigong region,Zigong Lantern Festival is an important part of excellent Chinese culture.It has successfully left footprints in more than 60 countries and regions around the world,and has occupied 90% of the international lantern market.According to the information disclosed on the website of Zigong government,the Zigong Lantern Festival was able to steadily hold more than 20 exhibitions overseas every year before the spread of the new coronavirus epidemic,and attracted a large number of audiences to The Zigong Lantern Festival is a typical example of successful overseas dissemination of Chinese culture.Analyzing and summarizing the experience of the Zigong Lantern Festival in successfully spreading overseas and serving the spread of other outstanding Chinese cultures is an important step to enhance the strategy for Chinese Culture Outgoing.Based on Lasswell’s "5w" model,Cheng Manli’s international communication theory and cross-cultural communication theory,this paper compares the historical origin,overseas communication history and significance of the Zigong lantern festival;it also analyzes the roles played by different subjects in the overseas communication history of the Zigong lantern festival and summarizes the experience of successful overseas communication of the Zigong lantern festival.