Abstract:

Traditional festivals such as the Lantern Festival and the Dragon Boat Festival are not only family festivals, but also events organized by clans and communities so that they have certain publicity. This publicity can effectively construct collective identity, enhance the density of social networks, and increase social capital, which is of great significance for rural unity and development. In modern society, the heritage of traditional festival culture is facing multiple crises, especially the publicity of traditional festivals is declining seriously. According to the current situation of the Dragon Boat Festival in Liancheng Village, Fujian Province, the publicity of traditional festivals can not only be inherited, but also be creatively transformed and developed in modern society. The key mechanism is, on the one hand, to constantly tell the legend, reconstruct the tradition and influence the form of collective memory. On the other hand, the modern form of traditional festivals should attach importance to the inheritance of the tradition that events are organized by folk organizations, and stimulate people’s consciousness of subjectivity and participation as much as possible.

Key words: intangible cultural heritage, traditional festivals, village culture, cultural revitalization, Dragon Boat Festival