Research On The Spring Festival Gala From The Perspective Of Media Fusion

From the beginning of 1983,the CCTV Spring Festival Gala what was 32 years old has indisputably been the most important and symbolic party for every Chinese ordinary people.During the 32 years,the CCTV Spring Festival Gala what had become a new folk in the New Year’s Eve,had not witnessed the development of Chinese TV,but also been one of the most indispensable part in the history of Chinese reform and opening up.In the age of media convergence, as the traditional first media, TV had faced different kinds of serious challenges.with it,as one of the most important television programs, the Spring Festival gala would be affected.This study will concentrate on the changes of the Spring Festival Gala in the background of the media convergence.First of all,the author tries to treat spring festival gala as a whole in this study,defines the concept.analyzes the characteristics and the developing process of this gala.Secondly,from the perspective of media research, this paper will answer how to break out the encirclement where the new media had strongly attacked,and explore path to reproduce the spectacular of the Spring Festival Gala in the convergence of TV media and other media.