微博用户的中国传统节日感知及区域差异研究

随着智能移动终端和社交网络应用的普及,越来越多的人愿意通过社交网络平台进行交流和表达自己的情感,因此产生了大量含有地理位置、文本内容等多种信息的用户生成数据,为大数据时代的城市研究及特定时空间内个体感知和行为活动研究提供新的数据源。本文基于2012-2014年约54万条微博用户数据,探测民众对包括春节、元宵节、清明节、端午节和中秋节在内的中国传统节日的情感表达和关注热点,以期发现在城市化与全球化影响下,人们对中国传统节日的认知变化和区域特征。通过Python 3.6进行词频分析及LDA主题模型分析可知：① 春节是中国人主题感知最为强烈的节日,且多为对新年美好祝愿的表达,其次是中秋节,以回家团聚为主,另外情人节也成为一个显性的节日;② 传统节日期间,出行方式以飞机和汽车为主,机场和高速成为与节日活动密切相关的场所;③ 共识性岁时习俗整体感知较好,但各地域特色节庆活动及饮食习俗在表现形式上有所差异,且差异在逐渐减小;④ 词频分析较好地反映了微博用户对中国传统节日的普遍感知及具有地方特色的区域差异,而LDA主题模型分析能够反映一定的传统节日主题聚类结果,但对不同节日的主题聚类效果并不十分明显。

Perception and Regional Differences of Chinese Traditional Festivals by Weibo Users

With the development of technology and the popularity of social media in recent years, more and more people like to express their true thoughts and emotions through social media. Therefore, a large amount of data that contains a variety of information such as geographic location, text content, and emotions is being generated. It provides a new data source for urban and personal perception research in the era of big data. Based on the analysis of big data generated by Weibo users, this study uses Python to perform word frequency analysis and topic analysis on Weibo data. The purpose is to explore the emotional expressions and concerns of people on traditional Chinese festivals, including Spring Festival, Lantern Festival, Tomb-sweeping Day, Dragon Boat Festival and Mid-Autumn festival, and to find out people’s perception changes and regional characteristics of Chinese traditional festivals under the influence of urbanization and globalization. Through the analysis, this study has several findings. First, people have the strongest perception of the Spring Festival. To be specific, they mostly express good wishes for the New Year, and the emotions are relatively positive. The second one is the Mid-Autumn festival, and people focus on going home to reunite with relatives. Moreover, Valentine's Day has become a more popular holiday, showing that globalization has a certain impact on traditional Chinese festivals. Second, the change of transportation has both positive and negative impacts on the quality of the festival and people's perception. During traditional festivals, the main way to travel is by air and by car. Airports and highways are places that are closely related to the festival activities. Third, people have a good perception of the traditional common customs. However, there are differences in the forms of festivals and dietary customs among different regions, and the differences are gradually decreasing. Therefore, it is of great necessity to promote the implementation of traditional Chinese festival revitalization projects, to inherit and promote the Chinese traditional festival customs.