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  Info>In Depth

Brand Building

2014-04-18 13:34:54



Li Song Director, Center of Ethnic and Folk Literature and Arts Development, Ministry of Culture of China.

The Spring Festival, known as the Chinese New Year, possesses the following features: Sacredness: ancestor worship, ritual, prayers for blessing=identity orientation, cultural recognition, ethical awareness and spiritual belonging; Groupness: family, clan and community= sense of responsibility, family and clan relations and collective awareness; Universality: endowment , participation, interaction= sense of fairness, fundamental rights, abatement of conflicts; Carnival: Shehuo, lanterns, lantern festival = irregularity of order, psychological release Artistry: various traditional performing arts =pay tribute to the divinity, entertainment and self entertainment.

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