Transition Screen Spectacle

In the late 20^th century, as a new television form appealing to the viewers' eyesight, and for its particular influence on society and great intervention in the viewers' daily life, TV media events, as soon as they made the first appearance, attracted the attention of such great scholars as Daniel Boorstin, Schramm, Daniel Dayan,Elihu Katz, and so on. In China, at the end of the last century appeared television media events, which, in the grand context of Chinese cultural transformation, made rapid progress out of self-construction by media, and became an outstanding spectacle in the contemporary society. Thus, it's of strong realist significance to evaluate them in terms of their communication, cultural orientation, market. etc.In the first chapter, the author has made a specific definition of the popular constructive media events based on the former researches, analyzed in detail reasons for their coming into existence in China from the perspectives of technological progress, institutional reformation, brand construction and cultural context. In the second chapter, the author has systematically induced and summarized the communication art from the aspects of television science, narratology and culturology. The third chapter is about the market research on the constructive media events. In this chapter, the author, in accordance with the principle of exploration and innovation, has recalled positively the way paved by the constructive media events between cultural orientation and the market.In a word, based on the research method of cultural criticism, the author considers the constructive media events as typically cultural signs, and tries to look forward to the future of contemporary TV culture.