The Ritual Communication And Identity Construction Of CCTV Spring Festival Gala In The Context Of New Media

Since its inception in 1983,the CCTV Spring Festival Gala has always been playing a dominant role in national media events with its unique ritual.This cultural carrier,which belongs to the Chinese people over the world,is a representation of the advancement of times,changes of the society and the cultural prosperity.Over the years,the CCTV Spring Festival Gala has been held successfully and become an important carrier for the cultural transmission as it is forming the "New Year's Customs" of Chinese people.As a media ritual,the gala has also become a symbol of constructing power rituals,maintaining national identity,and sharing cultural concept.Under the context of the new media,CCTV Spring Festival Gala is still prominent as a "media event".However,the content setting,form construction and performing platform of its ritual communication have undergone significant changes.The media ritual has also changed gradually from a party to a carnival.From 2015 to 2018,CCTV Spring Festival Gala opened a new chapter in the ritual communication as mainstream media,with the audience participation on new media platforms and the wide sharing of new media spaces being its essence.At present,the technical iteration of the Internet and the circle interaction in the Spring Festival Gala have caused the flow of power.The audience,through ritual,is resisting the situation in which the political power and commercial capital are continuously invading the traditional folk culture.After all,the continuation of the cultural value is the key to a nation and a country's survival and development.CCTV Spring Festival Gala,as a national-level project recognized by the people,serves as the media communicator of the Chinese traditional culture and the screen maker of the national image.The development of the media needs to be followed and a feasible and effective means of ritual communication needs to be adopted in order to emphasize cultural protection,to bind Chinese people together,and to build national identity.This article selects the CCTV Spring Festival Gala as the research object,and explores the significant changes of the CCTV Spring Festival Gala in the new media era from 2015 to 2018,and the ritual communication of CCTV Spring Festival Gala and its significance on identity construction.The introduction mainly explains the research background and significance,research status and research methods.Firstly,the article expounds the related concepts and developmental changes of CCTV Spring Festival Gala and ritual Communication.Secondly,it analyzes the characteristics and effects of CCTV Spring Festival Gala in the new media era from the aspects of media fusion,symbolic symbol and field expansion.The cultural memory and the enhancement of national identity are two levels to interpret the connotation of CCTV Spring Festival Gala identity construction;Finally,conducts researches on the TV media ritual(CCTV Spring Festival Gala)and the effect improvement of identity construction in the new media context.The thesis hopes to provide TV workers with a global communication,original content description,brand value creation and innovations in many other aspects,and make CCTV Spring Festival Gala better adapt to the increasingly complex psychology of the audience on media consumption so that it will transform from a pure artistic and literary TV product to a visual feast for the people,being loved by people,carrying cultural core of the era and representing the annual comprehensive level of the national art.