| With the deepening of the ageing of our population,an ageing society has quietly arrived.Ageing reflects the changing age structure of the population and is about the transformation of the whole social pattern.It is not only an issue for older people,but also for non-older people.Therefore it is particularly important for society as a whole to have a proper understanding and appreciation of older people,and to develop a self-identity and social identity in relation to "old age".In China,non-elderly people form an image of ’old’ by integrating the images of old people presented in the media with the social reality of older people.The media’s portrayal of older people will have a subtle impact on the way they are portrayed,not only on the perceptions and attitudes of older people,but also on the perceptions,opinions and attitudes of society at large.Ageing is a structural social force that is relevant to all people.As a media ceremony with the participation of the whole people,the construction of the image of the elderly in the Spring Festival Gala largely determines the cognition and imagination of the Chinese people about the "old".The image of the elderly in the short pieces of the Spring Festival Gala is the micro miniature of the image of the elderly in China.The elderly images in the Spring Festival Gala sketches in different historical periods not only reflect the narration and imagination of the mainstream cultural values about the elderly groups in a specific period,but also reflect the objective existence of the elderly images in the social reality of that period.In this study,66 skits containing elderly images and 112 elderly images in CCTV Spring Festival Gala skits from 1983 to 2023 were taken as samples.Content analysis and text analysis were adopted to analyze them in the social background of the change and development of China’s aging concept,and the evolution of middle-aged and elderly images in Spring Festival Gala skits in different time periods was sorted out.This thesis summarizes the overall characteristics,trends and reasons of the image changes of the aged,and puts forward some suggestions on the construction of the image of the aged in the Spring Festival Gala sketch.The study found that the elderly image in the Spring Festival Gala skit changes with the development of Chinese society and the deepening of Chinese people’s concept of aging.The overall presentation of the image of the aged in different time segments is as follows: During the period of 1983-1998,our country has not yet entered the aging society,the aged groups at this time are not widely paid attention to.They are conservative old people,authorities revered by traditional values and practitioners of the will of the state.With our country entering the aging society,the aged group received general attention from society during 1999-2006.At this stage,most of the mass media reports on the elderly group focused on the pension problems and the problem of old people being cheated,calling on the society to pay more attention to the empty-nesters and the spiritual life of the elderly.At this time,the elderly in the Spring Festival Gala sketches are mostly portrayed as the heroic old man,the lonely and helpless watchman,and the elderly who play the function of social enlightenment.The period from 2007 to2016 is the first time when the growth peak of the elderly population arrives,and it is also an important opportunity period for the development of the aging cause.During this period,the number of negative images of the elderly gradually increased in the short pieces of the Spring Festival Gala.Different from the old image of the vulnerable "victim" group in the previous Spring Festival Gala skits,the old image of the skits in the Spring Festival Gala has emerged one after another,such as outrageous and unreasonable,unreasonable,deliberately fabricated story plots and other negative old image.The short pieces of the Spring Festival Gala in this period not only depict the elderly as relying on the elderly,but also depict the elderly’s "computer anxiety" and fear of technology caused by the lack of relevant digital technology knowledge,making it difficult for them to use the Internet independently and deeply.With the increasing popularity of the concept of active aging,the number of elderly images whose social networks are constantly broadened in the Spring Festival Gala sketches is also increasing.More and more elderly people on the gala skit stage break through family relations and step into society.This study also extracts three trends of image changes in the middle-aged and elderly of Spring Festival Gala sketches from the aspects of social identity,personality characteristics,personal consciousness,etc.,which are: from single image to multiple identity;From distinct personalities to dull stereotypes;From passive aphasia to active vocalization.Here,the thesis analyzes the reasons behind the changes of the images of the elderly in the Spring Festival Gala sketches from the perspectives of political implication,social environment,media news concepts and the awakening of the elderly group’s own consciousness.Finally,this study puts forward some suggestions on the improvement of the image construction of the middle-aged and elderly in the Spring Festival Gala sketches,in order to get practical enlightenment,which is expected to promote the media to examine themselves to a certain extent,whether they insist on a comprehensive and objective position in the communication process to build the image of the elderly,so as to change the public’s long-term stereotype of the elderly and promote the development of a more positive society suitable for aging.Today,more than ever before,the elderly are in the spotlight.Social differentiation and stratification promote the change of people’s life style and value system,and the conflict of identity makes social contradictions more obvious.Problems and contradictions related to the elderly group have emerged one after another,fueled by network technology and active discussions of individual members in the "participatory society",so that many age-related events frequently appear in the public eye,and the image of the elderly gradually becomes blurred and broad in public opinion.As a media ceremony with the participation of the whole people,the presentation and interpretation of the image of the elderly on the stage of the Spring Festival Gala can not only help individuals form their self-identity and social identity of "the elderly",but also help release opposing emotions in the event of intergenerational conflicts and advocate the return of the value of respecting the elderly and caring for the elderly. |
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