随着后工业化时代的深入发展，传统文化的传播陷入困境，表现在传统节日方面，面对城市化、经济市场化和西方文化的冲击，以及大众传媒在传播传统节日文化上的失职，传统节日所特有的风情习俗被弱化，节日的文化内涵部分丢失。与传统文化的衰落形成鲜明对比的则是新媒体的蓬勃发展，特别是近年来微博在社会交往与信息传播中占据了举足轻重的地位，这为传统文化的传播提供了新思路。本文论述了微博传播传统节日文化的必要性与可行性，分析微博的传播优势，将目前微博传播传统节日文化的方式归纳为四种：微祝福、微话题、微广告以及新媒体与传统媒体的合作。

As the development of the post-industrial era, it becomes difficult for communication of traditional culture. What reflects on traditional festival is that traditional festival has been in trouble facing the impact of urbanization, economy marketization and western culture. Mass media do not well in communicating traditional festival culture, too. The special customs and cultural significance contained in traditional festival have been lost partly. On the contrary, new media develops quickly. It gives a new way for communication of traditional culture that Micro-blog has been very important in social contact and information communication. This dissertation discusses the necessity and feasibility of micro-blog communication of traditional festival culture, analyze the communication advantages of micro-blog, and generalizes the modes of micro-blog communication of traditional festival culture as following four ways: micro-blessing, micro-topic, micro-advertisement and the combination of new media and traditional media.