A Research On The Media Event Of "Double 11 Carnival"

The integration of the Internet and the market economy has accelerated the development of e-commerce,and it tend to make online shopping a new mode of consumption.On November 11,2009,the “Double 11 Carnival” was debuted.It was made into a “media events” under the new media era through rich cultural performances,with unique invitation methods,a wide range of advance publicity,an orderly live television broadcast process,a fixed broadcast time,and the ability to engage the whole nation.The “Double 11 Carnival Night” party is a TV program jointly launched by Tmall and the TV station and is based on the “consumer +entertainment” program,which is mainly composed of young people.Tmall used television media and online media to present the festival to the public.There of party relied on powerful star resources,new forms of programs,and ritualized festivals.It has been the champion of the same period for three consecutive years,it caused concern and response from all sectors of society.The popular “Double 11 Carnival” is not only a unique phenomenon of commercial activities,but also a new breakthrough in cultural performance:How does“Double 11 Carnival” make commercial activities a “media events” in the new media era?What kind of cultural performance is there in “Double 11 Carnival”? What kind of communication elements are there behind the rise and fermentation of the “Double11 Carnival” media event? What is the effect of the “Double 11 Carnival”media event on the audience and society? How does the “Double 11 Carnival” add new cultural connotations to the fiercely competitive e-commerce wave,so as to maintain its long-lasting vitality?This article aims at the above issues and selects the annual “Double 11Carnival”as its object.It uses literature analysis,case study,and comparative research to explore the issues.The theoretical framework of this article is chosen by Daniel Dayan and Elihuh Katz on the theoretical viewpoint of “media events”.First of all,the“Double 11 Carnival” is explained in detail as the causes,characteristics and scripts of “media events” under the new media background.Second,starting from the“cultural performance” of the “media events”,the “cultural show”of the”Double 11Carnival”was found mainly in two aspects of festival culture and commercial culture,and the organizers,media,and audience of the event passed“cultural performances”are connected to each other and cooperate with each other to jointly build the process of the spread of this event.Then from the inside and the outside,the effect of the“Double 11 Carnival” is deeply analyzed;Finally,it was pointed out that during the development of the “Double 11 Carnival” media events,there were problems such as the lack of cultural connotations due to consumer dissimilation,user fatigue caused by information bombing,the credit crises caused by merchant credit fraud,and dazzling marketing rules leading to a reduction in consumer experience.And put forward some effective suggestions for this.