Research On The Multi Screen Interactive Communication Of CCTV Spring Festival Gala

Since its inception,CCTV Spring Festival Gala(hereinafter referred to as "CCTV Spring Festival Gala")has retained its dominant position in the domestic various show with its unique traditional festival cultural content.In the context of media convergence,the development of "multi-screen" has caused CCTV Spring Festival Gala to undergo huge changes in the process of communication.Media convergence has brought about the development of mobile terminals.Mobile media has also become a platform for CCTV Spring Festival Gala in recent years.In 2014,CCTV's Spring Festival Gala was spread across the screen,which not only conformed to the trend of media convergence,but also expanded its own communication influence.Since then,every year the Spring Festival Gala has been making new attempts of multi-screen communication.This study summarizes the meaning and development of interactive communication and media convergence,closely links interactive communication theory and media convergence theory,and supports a theoretical and systematic framework of research.Based on the convergence communication theory and media convergence theory,this paper uses literature analysis,case analysis and content analysis to study the communication subjects,content and multi-screen interactive communication the operating methods of which outlines the CCTV Spring Festival Gala.The model diagram of screen interactive communication;classify and explain from the type of interaction,systematically sort out the method of multi-screen interactive communication;in the analysis of communication effects,analyze the data and impecce from the perspective of media and society,the CCTV Spring Festival Gala data and data Analyze the impact.Although the CCTV Spring Festival Gala has shown many advantages in multi-screen interactive communication in recent years: the innovation of the operating mode has enabled the further realization of interactive communication;the richness of interaction types has made the audience experience more diverse;the ratings,audience size,Weibo attention,and red envelope interaction The results of such data are notable.In addition to the advantages,the CCTV Spring Festival Gala audience's effects also reflect its shortcomings: from the perspective of communicators and content,traditional media thinking guides cross-media content,and too much emphasis on the application of technology ignores the quality of the quality of its content;In multi-screen interactive applications,the interactive technology and functions are not perfect and the interactive feedback management mechanism is not mature.Finally,to address the shortcomings,put forward countermeasures,in order to spread the content,the communicator should change the content production ideas,so as to highlight the characteristics of each screen content;in the interactivity,and pay more attention to the audience experience,improve the feedback mechanism,thereby improving the interactivity.According to analyzes the CCTV Spring Festival Gala multi-screen interactive communication,this article analyzes the actual cases of CCTV Spring Festival Gala,in order to bring inspiration and reference to TV programs and TV media in the process of media convergence.