Emotional Appeal, Value Recognition, And Technological Change: A Study On The Media Construction Of CCTV Spring Festival Gal

As a grand celebration of the Chinese New Year,the Spring Festival Gala of China Central Radio and Television Corporation(hereinafter referred to as "CCTV Spring Festival Gala")is permeated with profound meanings such as national consciousness,national memory,and cultural inheritance,and its significance has long gone beyond a single folk festival.CCTV Spring Festival Gala originated in 1979,was officially opened in 1983,and has been successfully held for 40 sessions since 1983.For Chinese,watching the CCTV Spring Festival Gala on Chinese New Year’s Eve night is the only choice for most people.Since the development of CCTV’s Spring Festival Gala,the "Spring Festival Gala" complex has long been deeply engraved in the memory of the country and the nation.Based on the research on the media construction of CCTV Spring Festival Gala,this paper conducts a comprehensive and systematic analysis and investigation of the media memory construction,media ritual construction and media communication construction of CCTV Spring Festival Gala based on three research perspectives: emotional calling,value identity and technological flux.First of all,as a media product of traditional culture,CCTV Spring Festival Gala outlines the emotional map of collective memory,which has profound cultural value and spiritual significance.In terms of content,from family affection,friendship,love to home and national conditions,paying attention to emotional care has always been the basic concept of program production theme and content expression,emphasizing the construction of audience’s collective memory with emotions as a bond.In terms of form,the Spring Festival Gala,as a typical media event,not only promotes the emotional communication and spiritual fit of the audience,but also serves as an emotional link connecting China and the world,forming a landmark emotional memory of the Spring Festival Gala in the festival activities year after year.Secondly,the CCTV Spring Festival Gala presents the ideology and values contained in it through ritual activities.As a ritual event to celebrate the Spring Festival,the Spring Festival Gala itself is regarded as a typical media ceremony in the process of its development,and has an important ritual function of value construction.Through ritual sets,ritual symbols and ritual activities,the media ritual characteristics of the Spring Festival Gala are constructed,so that individuals have a deeper understanding and understanding of the construction of social values,and personal values are also internalized by specific values in the process of ritualized communication.Finally,under the background of the ever-changing media environment,CCTV’s Spring Festival Gala continues to inject vitality into itself with strong adaptability and compatibility capabilities,presenting a new landscape of actively building a media communication matrix.As a media event,CCTV Spring Festival Gala has long become a typical cultural brand,but in the new media ecological environment,the Spring Festival Gala still faces many problems,such as patterned program settings that are easy to cause audience aesthetic fatigue,excessive dependence on technical means with alienation risks,and generalized cultural elements lack expressive tension.In response to the above problems,CCTV Spring Festival Gala needs to reform and innovate in combination with its own development status,and continuously stimulate the vitality of CCTV’s Spring Festival Gala creation and development by strengthening agenda setting,optimizing technical means,and attaching importance to cultural inheritance and innovation,and create a more wonderful media landscape.