Research On The Image Of Businessman In CCTV Spring Festival Evening Language Program

With the gradual advancement of reform and opening up,the merchant class who re-entered the historical stage.After more than forty years of development,their social status and social image have undergone great changes.As an important media ceremony to record social development and consolidate social identity,CCTV Spring Festival Gala has participated in shaping the image of businessmen in the process of reform and opening up from the beginning,and in the complex social changes and multiple evaluation system,it outlines the group's outline in the development of a socialist market economy with Chinese characteristics..And this is particularly prominent in language programs with themes of shaping characters,telling stories of the times,and reflecting the emotions of the times.Based on this,with CCTV Spring Festival Gala language programs as the focus of analysis,investigating the basic characteristics of businessmen's image in the program,including its economic activities,emotional life,and demonstrated moral value orientation,has become a window to observe the relationship between China's reform and opening up and the media image of businessmen.What is the image of a businessman in a CCTV Spring Festival Gala language show? Does it look different with the passage of time? What is the attitude of CCTV Spring Festival Gala,which represents the official discourse,to businessmen? What factors affect the construction of businessman images in language programs? These are the key topics of this study.This article takes the language programs of CCTV Spring Festival Gala from 1983 to2020 as a research sample,and studies the presentation and construction of language programs to the image of businessmen with the businessmen as the starting point.The first chapter introduces the research's significance,methods,and innovations of this topic.The second chapter sorts out and defines the development and concepts of businessmen;the third chapter focuses on the presentation and image types of businessmen in CCTV Spring Festival language programs.The image type mainly includes the image of a businessman with social warning significance,the image of a businessman with positive demonstration significance,the image of a businessman recording the reality of social development,and the image of an ordinary businessman conveying emotions.The fourth chapter mainly studies the construction and transformation of merchant image in language programs.Image construction includes three aspects: reducing the antagonism of character relationships,diminishing potential social contradictions,and persisting in guiding the mainstream values.The change of image is reflected from the single evaluation to the multi-dimensional review,from the mobile merchant to the multiple businessmen,and the emotion and moralization are gradually becoming more prominent.The fifth chapter explains the reasons for the changes in the image of businessmen in language programs,including adjustments in economic policies,changes in wealth concepts,the influence of traditional "righteousness and benefits",the penetration of commercial capital and the adjustment of national ideology.The last chapter is thinking about the construction of the merchant image of the language program,which is mainly carried out from two aspects.One is the existing problems,which involves the weakening of the negative information of the merchant,the type of the merchant image,and the blurring of the identity characteristics of the merchant.;the second is suggestions for development,including giving full play to the functions of language programs and appropriately responding to the audience's utterance needs.