What important role should the mainstream media play in spreading and promoting traditional culture?

To carry forward the traditional culture of China, we need to play the role of the media. Modern media, such as TV and Internet, have the characteristics and advantages of wide audience, fast communication and large amount of information, and become the main channels for the public to receive information. Therefore, the media's promotion of festivals can make traditional culture closer to the public, enter the public and be accepted by the public. The younger generation is keen on "foreign festivals" and lacks understanding of traditional culture. Through the media, it is more conducive to promoting traditional culture among young people. Because modern media such as Internet and TV are very popular with young people, it is naturally easier for them to receive education in a way that young people like.

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It is the unshirkable responsibility of the media to carry forward the traditional culture of China. As early as 2005, Publicity Department of the Communist Party of China and the Central Civilization Office jointly issued the Opinions on Promoting the Excellent Tradition of National Culture by Using Traditional Festivals, pointing out: "We should give full play to the guiding role of the news media in publicizing national traditional festivals and earnestly strengthen the guidance of public opinion on national traditional festivals." The life of culture lies in inheritance, and traditional festival culture needs inheritance and dissemination more. The media should reflect the sense of social responsibility and cultural consciousness, and make due contributions to improving the influence of traditional festivals in the whole Chinese nation, protecting and inheriting the rich traditional festival culture, and reawakening people's enthusiasm and concern for traditional festivals.

Carrying forward the traditional culture of China is also conducive to improving the quality of the media. Nowadays, many media are vulgar, kitsch and vulgar. They pursue entertainment, stars, privacy and lack cultural taste. In the short term, although this caters to the low-level tastes of a few people, it is difficult to gain a foothold for a long time. On the other hand, some media practices are worth learning and learning from. For example, in recent years, every traditional festival, CCTV has launched a special program "Our Festival Tomb-Sweeping Day" and "Our Festival Dragon Boat Festival", China Civilization Network has launched a large-scale special topic "Our Festival Mid-Autumn Festival" and opened a column "Scenery and Folk Customs", and Ningxia Satellite TV has launched a series of programs "Our Festival: Spring Festival" to introduce festival-related culture and folk customs.