本研究探討苗栗地區客家節慶新聞圖文互動，藉由圖文互動來檢視相關新聞對節慶活動的意義建構與文化觀光論述。研究對象為《聯合報》、《自由時報》及《中國時報》三報對苗栗地方五項民俗節慶的新聞報導，包括三義雲火龍節、火旁龍活動、後龍攻炮城、竹南炮炸邯鄲爺及通霄白沙屯媽祖進香。
本研究分析新聞報導節慶活動，經由文字與圖像互動而建構節慶形象、節慶文化内涵與觀光價值。圖文互動分析從互動種類、互動形式與互動結果三層面加以探討，並引用C. Cotter 與T. A. van Dijk 的新聞論述理論，以及E. Panofsky的圖像分析觀點進行節慶報導的文本研究。研究結果發現，節慶報導雖然觸及文化意義、社區重要性與觀光價值，但大多以呈現媒體奇觀為主，此種情形對客家節慶及地方文化發展之影響值得注意。

This paper investigates the text-picture interaction of festivals coverage in newspapers. By examining patterns of text-picture interaction within festivals news, this study focuses on news discourses of folk festival and cultural tourism. The research subjects are media coverage of five folk festivals in Miaoli including Straw Dragon Festival in Sanyi, Miaoli Burst Dragon, Bombing Master Handan Festival, Attacking the City Walls in Houlong and Baishatun Mazu Pilgrimage. These news stories were collected from China Times, United Daily News, and The Liberty Times.
In this study, I analyze festival news discourses on festival image, festival cultural and tourism value through three categories of interaction which including types, forms and effects of text-picture interaction. By using discourse theories of C. Cotter and T. A. van Dijk as well as E. Panofsky’s iconology, this study conducts textual analysis and discourse study. The results of research are as follows. Although discourses of festival coverage involved the meaning and value of culture, community and tourism, but media spectacle still the main kind of cultural representation in festival coverage, and this will influence the development of Hakka festivals and community culture.