| In the party to welcome the new year 2020,the cross-year party "the most beautiful night" by the video website Bili Bili(hereinafter referred to as "station B")appeared in the "inter year party war",which became "explosive fund",and was rated as the "most understanding young people" by mainstream media such as people's daily.In the new year's party in 2021,station B continued to take advantage of the victory and pursuit,and achieved the proud ratings,and became the current phenomenon level works.The party at station B broke the stereotype impression,not limited to ACG culture,but carried out the integration of multi-cultural from various aspects,and achieved the leading theme through innovation.Based on such research background,Hunan Satellite TV,which has chosen CCTV level cross-year event and pioneered the cross-year party,is chosen as the typical representative of the TV cross-year party.At the same time,it combines the well received b-station cross-year party to study,and uses the visual rhetoric theory to analyze the cross-year party from the perspective of "rhetoric triangle".It is found that in terms of rhetorical elements,the use of color and light in traditional TV New Year's party sample cases tends to be diversified,while station B party shows a trend of coexistence of "diversification" and "simplicity";in terms of the use of scene,the majority of TV New Year's party is long-range and panoramic,and the proportion of close-up in station B party is significantly increased;in terms of the use of lens,the traditional montage symbolization of new year's party is prominent,with the purpose of following Show the whole party in multi lens way,mainly including shake and move.Station B's new year's dynamic picture combination is quite "anti traditional",and makes good use of push and pull images to highlight tension.The music style is represented by CCTV and Hunan Satellite TV,showing the momentum of "grand" and "popular" respectively,while the lines highlight the color of "high context" and "commercialization".The music style of station B is inclusive and innovative,while the lines are "low context".In terms of rhetorical strategies,TV is relatively single,and station B is diversified,which changes the tradition of rhetorical use.In terms of rhetorical objectives,in addition to conveying the happy atmosphere of welcoming the new year,CCTV's New Year celebration focuses on promoting tradition,mainstream culture and patriotism,while Hunan Satellite TV focuses on competing for traffic and creating a "Carnival" atmosphere.The Party of station B successfully realized the integration and innovation of minority culture and mainstream culture,and creatively expressed excellent culture and patriotism.In rhetorical context,station B focuses on micro rhetorical context.At the same time,this paper explores the deep-seated reasons behind the differences in the visual rhetoric features of the new year's Gala,points out the rhetorical dilemma of the current TV New Year's Gala,and puts forward the corresponding countermeasures and suggestions.It can be said that with the increasing demand of the audience,the current cross-year party should not only have the simple "Carnival" color,but also be an essential option to inject more cultural connotation and deep thinking.It is a question that every founder needs to consider which rhetoric elements to choose and what rhetoric strategies to describe and realize. |
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