Study On The Tv Media Ritual In Integrated Media Era

In recent years,with the rapid development of Media Convergence in China,the television industry has suffered a strong impact.In order to survive in the new era,it's urgent for television media to transform itself.From the perspective of power control,the theory of "media ritual" proposed by Nick Couldry is an important means to face new challenges and maintain market position for television,in which we can study the operational principle about how the TV media use the ritualization process to promote the centralization,legalization and naturalization of power.Through the qualitative research method,this paper combine the observation,case study and text analysis.Based on the study of "media ritual",we study the case of TMALL "Double Eleven" Gala.The intention is to reveal the operation mechanism of power centralization of TV media ritual in the background of media convergence,and then explore the sustainable road of the television media ritual to meet new challenges.Of course,all of these is aim to be a valuable reference for the academic and industry-related research.In the era of media convergence,the problems happening to television media ritual include the hollowness of TV internal values,Matthew effect in television industry,weak interaction,serious talent loss and poor public media literacy.So as to improve the effect of communication of TV media ritual,there are four recommendations have been presented.First,lay the foundation for the diversified and scenario-based media convergence through selectively eliminate the antiquated resources and ideas and strive to accept new symbol elements that adapt to the market;Second,under the guidance of Internet thinking,achieve "gene recombination" of the original structure and form of TV media in the new industry chain;Third,according to the participants' personalized psychological needs,explore more attractive ritual presentation form;Fourth,implement the work of cultural heritage and content reproduction,thereby,rummage new paths for the centralization of power for the TV media.