Entertainment Extravaganza And Imitation Carnival

Gangnam Style is more than a song, which created a scene of unprecedented global imitating spectacle. It set off a storm of horse riding dance and led a wave of the "-Style" buzzwords. It inspired people to spoof the classics and created a carnival feast of entertainment to imitate. Because the opinion leaders and the masses had enthusiasm for imitating Gangnam Style, and the press was filled with news of Gangnam Style, the phenomenon of imitating Gangnam Style got to the climax. Agenda-setting of media and mass, Spiral of Silence and Diffusion of Innovation are the communication effects of the phenomenon of imitating Gangnam Style. Commercial motives, herd mentality, anti-classic psychological and social needs are the driving force of the phenomenon of imitating Gangnam Style dissemination.There is a certain dissemination rule in the phenomenon of entertainment imitation which is represented by imitating Gangnam Style. Firstly, the cultural products whose legibility and readability are strong are easy to become people’s mock object. Secondly, it is the mass rather than the elite group that are the protagonist of the phenomenon of entertainment imitation. The mass have a passion for carnival so that they find a way to express their group emotions and show their unique way of understanding life and treating culture. Thirdly, Internet Communication and Interpersonal Communication played a more important role than Mass Communication did, which made people all over the world share the phenomenon of entertainment imitation.A lot of entertainment parodies have no social criticism and aesthetic value. However, they are just the mechanical reproduction of the original’s external manifestation, and are not able to reproduce the deep meaning of the original. Consequently, the parodies become the cheap residue of mass’ entertainment carnival. Besides, the phenomenon of entertainment imitation exposed the symptoms of the popular culture. Seriousness and heaviness of Culture are fading; mainstream culture is subverted; vulgar culture is prevailing. Overall, we should be on high alert for signs of "entertainment to death". Medium product too much entertainment and the public are so obsessed with entertainment that entertainment is occupying our lives excessively and we downplay our ability to think. In this regard, we should start a movement of culture salvation. The media should reduce entertainment coverage; mass should treat entertainment rationally; we should attach importance to innovation education, and make efforts to carry forward the traditional culture and the mainstream culture so that we can go out of the vicious cycle of cultural ecology which is blatant and impetuous.