The Completion And Sharing Of The Meaning In The CCTV’s Spring Festival Gala

The CCTV’s Spring Festival Gala as a unique cultural landscape of contemporary Chinese society from its debut in1983, has changed several times in its meaning after three decades of wrestling and collaboration between the country, the media, businesses and the audience. Taking it as a research object, this thesis explores the grand subject of media and social relations.As the analysis of the historical process, the thesis selected "process-events" strategy which is often used in sociology together with microscopic method of text analysis, placing the object in a broad space of theory and realistic background, and thus to achieve a more profound understanding of the correlation and interaction of various relationships in the process of its production and distribution and their impact on the communication process and results, and to avoid the one-sidedness of the previous studies of the Gala as static text.Based on the above thinking, the thesis uses the chronological order of the historical evolution as an apparent vertical clue in the and the competition and collaboration of all forces in the dissemination of the Gala as a hidden horizontal clue, which interweave with each other. It divides the three-decade development of the event into three stages, corresponding respectively to three chapters the main body.The main content of the paper is as follows:The first chapter starts from the basic connotation of the New Year celebration, examining the early changes of the gala from1983to1997to reveal that the state injected a new sense of cohesion of the people and image establishment to the ceremony of a new era through physical control and invisible bound so that the Spring Festival Evening gradually become a state-dominated New Year celebration. In addition, this chapter also finds the media’s behavior of market exploration while fulfilling its political mission, but the far-reaching impact of these marketing concepts and practice did not appear immediately.Focused on the production and circulation of the CCTV Spring Festival Gala during1998and2010, the second chapter analyzed how it gradually shifted from a state-controlled New Year ceremony to a political and consuming mixture under the collusion and power contending between the state, the media and enterprises. By the coordination and restrain of the two orients of power and market, the national, the media and enterprises developed a complex relationship in the production and distribution process. One the one hand the state dominated for many years and on the other hand there were also collaboration between the state, the media and enterprises, each taking what he needs. As a result, the party became a new ceremonial landscape in the late1990s to the early2000s under the impetus of the forces, deviating more and more from its original intent of the festival and its audience and thus step by step triggered the appearance and intensification a variety of contradictions.The third chapter begins from the preparations for the2011Spring Festival Gala and focused the study on the appearance of the audience confrontational interpretation and its influence on the party. Though this bottom-up confrontation could not equal top-down control by the state, the media and the enterprises, the paper highly affirmed its great significance. The diffusion of confrontational interpretation impact shocked the unequal spread-receiving relationship as well as the spreading pattern which had lasted for many years, thus forcing the state and the media to adjust production in response to the change, and jointly promote the party into the state of the change in the past two years.Finally comes the conclusion of the paper. After three decades of development, the Spring Festival Gala experienced several major significance changes and entered a new era of multiple wrestling and sharing from the state-dominated stage. This road of changes, not only showed the changes in the external environment but also reflected the growth and decline of various relationships in the communication process, which will continue under the control by the state, the media and the enterprise.