From The Perspective Of Ritual Communication Of CCTV 3·15 Party

Consumer rights protection is a matter of national economy and people’s livelihood.Although consumer rights protection in China started relatively late, but all kinds of newspaper, radio, television and the Internet in the mass media have rights. 3·15 party started in 1991,with the aid of the CCTV is hit to cause an authoritative platform for cultural symbol significance of public rights of the party. It also determines its own features is a ritual communication characteristics of event.Based on the collected 3·15 party on the basis of text and video data, according to ritual communication as the breakthrough point, based on the relevant theory of communication studies, sociology, supplemented by a certain quantitative research, to spread as a ritual of CCTV 3·15 party carries on the multi-level analysis. In view of the increasingly exposed the limitation, the author puts forward the suggestions and reflection. The article is divided into six parts:The introduction explains the perspective of ritual communication in protecting consumers’ rights and interests in the research activities of an indispensable symbol——the origin and meaning of CCTV 3·15 party, combing the relevant ritual communication,consumers’ rights protection, the quo of CCTV 3·15 party at home and abroad. At the same time, this paper briefly introduces three research methods adopted in it. The first chapter is to panormic scanning activity protect consumers’ rights and interests, on the basis of the analysis of the consumer rights protection in the mass media. The second chapter is the case subject to this article, reviewing the history of CCTV 3·15 party,and according to the certain social historical background. Its development can be divided into five stages: founding period, growth period, mature period, brilliant period, embarrassed period. The third chapter is the link to ritual communication and CCTV 3·15 party, the ritual communication theory as the theoretical framework, from the perspective of ritual communication briefly explains the ritual process of evolution theory, and deducing the viewpoint of this paper. And from the 3·15 germination of consciousness system, 3·15ceremony institutionalized to complete two ways to interpret the 3 · 15 as ritual communication is how to make sense of architexture. The fourth chapter is starting from the perspective of ritual communication, showing the perfoamance of 3·15 party the whole ceremony, including the preparation of the control and consultation, the invitation link, and the embodiment of the performance of each symbol, including stage design,entertainment program, role playing, etc. The fifth chapter based on the previous research to study 3 · 15 party as ritual communication increasingly exposed the limitations:excessive spectacle; permrability of commercial interests; the loss of credibility: one is the impact of new media, another is a suspected of black box operation. At the same time,the author makes reflection of its limitations, putting forward the need for appropriate ceremony innovation, don’t have the order reversed; to dilute the commercial interests,deepen the reform of the internal system of the party; to enhance the credibility, on the one hand to build the intergration of public opinion field, on the other hand to improve the supervison mechanism, setting up the mechanism of neutrality, which will also be a major party in the ritual symbols.