Research On The Status Of China’s Spring Festival Gala Under The Trend Of Media Convergence

In1983, CCTV presented a great music and dance show-the Spring Festival Gala. For numerous China’s TV shows, the Spring Festival Gala has proved an unprecedented success, reflecting the general status of national TV shows, In the first decade from the1980s when it was presented to the early1990s, the Spring Festival Gala has become a benchmark and gained great warmth from internal and external audiences for its unique appeal. At the second stage of its development in1990s, the style of the Spring Festival Gala has gradually fallen into a pattern; at the third stage of its development in2000, the Spring Festival Gala has become a cultural phenomenon with brand value and a stereotype.With the increasing maturity of network technologies and the improvement of audiences’ aesthetical appreciation, audiences’ dissatisfactions for Spring Festival TV Gala’s production of a stereotype are growing and have had a bit of aesthetic fatigue in the pattern and content of the Spring Festival Gala. In such a context, as the Spring Festival Network Gala supported by the new system of media technology unexpectedly rises as a new force and develops rapidly, the pattern dominated by the traditional Spring Festival TV Gala has been changed, which poses a challenge to the Spring Festival Gala.This paper runs a study by bringing together the traditional Spring Festival Gala and the Spring Festival Network Gala much concerned in the recent years, makes an analysis of their respective advantages and features in the context of media convergence, sorts out the rise and development of Spring Festival Network Gala by thinking about the dilemmas facing the development of traditional Spring Festival TV Gala, discusses how Spring Festival Network Gala gives play to the essence of music and dance TV shows by using network media and also analyzes the unique advantages reflected by this new type of show. This paper is different from the study used to place more emphasis on the single Spring Festival TV Gala but thinks about the Spring Festival TV Gala and the Spring Festival Network Gala by placing them at the same level, in the hope of providing references to the future development and innovation of the Spring Festival TV Gala by means of analysis and research on the Spring Festival Network Gala, in the belief that in the challenges posed by infranet cable to the traditional Chinese Spring Festival Gala there exist not only threats but also opportunities, which is a form of improving ideology and also a form of developed transmission. The author believes that such a new form of transmission brings more options on the menu of Chinese people’s dinner on New Year Eve. It shows the mutual fusion between Chinese culture and internet culture with its spirit of innovation and provides entertainment to Chinese network audiences in a moderate manner, confronting the traditional Spring Festival TV Gala with impact and providing more references to its development of network operation.The traditional Chinese Spring Festival TV Gala should seize this opportunity to go with the stream of the digital age and keep updating and improving, and acknowledges that the rise and development of the Spring Festival Network Gala does not only bring about impact and replacement but also fusion and development to the Spring Festival TV Gala.