中国传统节日具有深厚的文化价值。节日民俗是由各种琐细的民俗仪式与民俗符号构成的,它们是一个个充满意义的符号世界,是一个用感性手段作为意义符号的象征体系。传播是节日仪式与节日符号的能动表现。在民俗信息的传播过程中,所有的民俗意义都是通过民俗符号来传送和表达的。节日与传播如同一枚银币的双面。节日内涵须通过传播媒介和传播过程来展开。在当下媒体融合态势与媒体传播功能链接的态势下,文章提出了运用微博等新媒体工具传播节日文化的一些建议,并对传统节日传播的运行方式等进行了系统的探讨。 Chinese traditional festivals have profound cultural values. Festivals and folklore are made up of various trivial folk rituals and folk symbols. They are a symbolic world full of meaning and a symbolic system with sensible means as the symbol of meaning. Dissemination is an active manifestation of holiday rituals and holiday symbols. In the process of the dissemination of folklore information, all the folklore meanings are conveyed and expressed through folklore symbols. Festivals and spread the same double-sided silver coin. Festivals must be carried out through the media and communication process. In the current situation of media convergence and media communication, the article puts forward some suggestions on how to use the new media tools such as Weibo to disseminate festival culture and systematically discusses the operation methods of traditional festival communication.