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在泛娱乐化和文化建设战略部署的时代背景下，结合当下时代特征弘扬好、传承好中华优秀传统文化显得尤为重要。因此，找到能够讲好中国故事、传承中华优秀传统文化的传播载体势在必行，而电视节目作为视听结合的传播形式、大众喜闻乐见的电视传播形式具有得天独厚的优势。

本文选取在原创文化类电视节目中具有代表性、典型性与可探究性的“中国节日”系列节目为案例，以符号学理论为研究视角，试图比较全面地探究节目中优秀传统文化如何通过符号呈现，传统文化有哪些创新表达方式，并在此基础上进一步探究文化类电视节目如何以更好的方式解读传统文化、传承文化、实现可持续发展。

文章首先基于符号学视阈对中国文化类电视节目发展现状进行探析，发现中国文化传播存在泛娱乐化消解文化符号内涵、受众具有严肃古板的刻板印象等困境，在此环境下河南卫视面对困境做了一系列的探索与创新。随后基于视听修辞演绎文化符码、基于传统文化构建符号认同、基于时代视角转化符号阐释三方面研究“中国节日”系列节目的符号呈现；从语言符号系统与非语言符号系统入手，探析“中国节日”系列节目中传统文化创新表达的符号系统构建；从形式创新、内容创新、技术创新、渠道创新四个方面展开分析传统文化电视符号创新表达方式。最后，基于节目现存的不足提出仪式符号化、内容符号化、品牌符号化三个具体的创新发展路径。

Under the background of pan-entertainment and strategic deployment of cultural construction, it is particularly important to inherit and carry forward the excellent traditional Chinese culture according to the characteristics of The Times. Therefore, it is imperative to find a carrier that can tell Chinese stories well and carry forward the excellent traditional Chinese culture. As a form of audio-visual communication, TV programs have unique advantages.

This paper takes "Chinese Festival" series, which is representative, typical and explorable among original cultural TV programs, as a case study. From the perspective of semiotics theory, it tries to comprehensively explore how excellent traditional culture is presented by symbols in the program and what innovative ways of expression traditional culture are. On this basis, it further explores how cultural TV programs can interpret traditional culture in a better way, inherit culture and achieve sustainable development.

This paper first analyzes the development status of Chinese cultural TV programs from the perspective of semiotics, and finds that there are dilemmas in Chinese cultural communication, such as pan-entertainment digestion of the connotation of cultural symbols and serious and inflexible stereotypes of the audience. In this environment, Henan Satellite TV has made a series of exploration and innovation in the face of the dilemma. Subsequently, the symbolic presentation of "Chinese Festivals" series programs is studied from three aspects: deducting cultural codes based on audio-visual rhetoric, constructing symbol identification based on traditional culture, and transforming symbol interpretation based on the perspective of The Times. Starting from the linguistic symbol system and non-verbal symbol system, this paper analyzes the symbol system construction of traditional culture innovation expression in the series of "Chinese Festivals". From the form innovation, content innovation, technology innovation, channel innovation four aspects to analyze the traditional culture symbolization of innovative expression. Finally, based on the existing deficiencies of "Chinese festivals" series, three specific sustainable development paths are proposed, namely, ritual symbolization, content symbolization and brand symbolization.