The Research Of Government Image Presented By The CCTV Spring Festival Gala

Since 1983, when CCTV Spring Festival gala held for the first time, the party lasted 33 has become a "new folk" of New Year’s eve. Especially in 2014, The CCTV Spring Festival gala was formally identified as national projects, which is the confirmation to the function of CCTV Spring Festival gala which lasted more than 30 years. As a "gatekeeper" behind the Spring Festival gala, the government controls the direction and theme of the CCTV Spring Festival gala every year, which makes the CCTV Spring Festival gala in form and content, consciously or unconsciously reflect the government image. This paper, taking it as a breakthrough point, with the short sketches involved in "government image" of the 33 CCTV Spring Festival gala as the research objects, combining with the relevant theory of the government image, using the content analysis method to operationally analysis the sketches, thus summing up the government image of the Spring Festival gala short sketches on the whole. In addition, this paper uses the case analysis, combining the theory of narrative, to analyse the specific narrative perspective and narrative framework that the CCTV Spring Festival gala short sketches use on presenting the government image, in order to discover ideology behind the words of the short sketches.The research conclusion of this paper shows:In general, the CCTV Spring Festival gala short sketches create a government image that is authoritative, ruling for the people,impartial and honest". Looking from the emotional color of the short sketches, the Praising positive types and negative critical types on quantity is little different. But the notable fact is, the short sketches of negative criticism bumps up the current politics, which also reflects the government as the gatekeepers of the Spring Festival gala sketch, face up and pay attention to the negative phenomena. The effect of sketches of negative criticism type is better than those blindly praise "government behavior". In addition, involving "agriculture, rural areas and farmers subject" and "Beijing label",the CCTV Spring Festival gala sketches shape a positive " government image "...