Henan Satellite TV’s "China Festival" Series Identification With Rhetoric Research

China is in the background of multicultural integration.China has always been emphasizing national identity and cultural confidence based on realistic needs.It is also clear that its realization path is inseparable from the cultivation of cultural identity rooted in excellent traditional culture and the cultural communication practice of media with strong social influence.As rhetoric constantly merges with other humanities,Kenneth Burke’s new theory of rhetoric has opened up new perspectives for the study of communication.Communication activities carrying the concept of media and national will can be regarded as rhetorical activities seeking the audience’s identification,while the establishment of appropriate and effective identification rhetoric mechanism can give the media scientific and reasonable guidance in the practice of promoting cultural recognition.Traditional festival party is an excellent stage for the media to gather national emotions and promote cultural identity.Henan TV’s "China Festival" series is a rhetorical activity in response to the call of the country to deeply cultivate traditional culture to seek cultural recognition.This paper with the "Chinese festival" series video content as the research text,using the Kenneth Burke identity rhetoric theory of social macro rhetoric situation and using micro rhetoric skills,from the rhetoric subject,rhetorical situation,rhetorical image of the rhetorical characteristics of "Chinese festival" series,through the audience in-depth interview to investigate the identity effect of activities.It is found that the "Chinese Festival" series has established a unique set of rhetorical mechanism of cultural identity through the diversified setting of rhetorical subjects,the reconstruction of rhetorical scenes and the symbolic metaphorical rhetoric,and realizes the audience’s understanding and recognition of traditional culture from the perspective of cognition and emotion.Among them,the plot subject pulls the emotional distance from the audience in the civilian narrative rhetoric perspective and modern rhetoric expression,while the audience becomes the secondary rhetoric subject,so that the rhetoric content is expanded and enriched through participatory production,and the deep connection between the program group and the audience is established in the interaction.At the same time,the program group meets the information and cultural needs of the audience by grasping the powerful rhetorical opportunity formed by the cultural environment;uses cultural audio-visual symbols to construct rhetorical context with historical scenes and folk scenes;and also forms a ritualized communication space to generate new rhetorical atmosphere and cultural sharing experience of traditional festivals,which triggers the collective cultural identity of the audience.In the creation of rhetorical scenes,the use of metaphor and rhetoric implants the national consciousness and the values of The Times in the traditional culture into the program content,and calls for the national identity with artistic and audio-visual creation techniques.Finally,through the audience feedback,we summarized some shortcomings of the program:insufficient cultural interpretation,single rhetorical means,lack of offline interaction channels,and put forward targeted suggestions on how to establish a better identification rhetoric mechanism of the program.