A Study On The Construction Of Audience Media Memory Of CCTV Spring Festival Gala In The New Media Context

The CCTV Spring Festival Gala,as a national large-scale cultural evening,shows the social and cultural development of China and carries the collective memory of the nation;it is also an important venue for the official media to disseminate the national discourse and mainstream ideology and to promote mainstream culture.With the development of media technology,the CCTV Spring Festival Gala has been reinventing the media memory of the nation through innovative communication methods and content.The widespread use of new media has not only created new channels for the official media to construct the media memory of the Spring Festival Gala,but also provided a space for the audience of the Gala to speak and become the subject of memory construction,"writing" the media memory of the folk audience.In such an environment,how New Media Influences Audiences’ Media Memory Practices for CCTV Spring Festival Gala.This paper explores the significance of preserving old media memories and perpetuating new ones by exploring the chronological development of the CCTV Spring Festival Gala,the content and characteristics of audiences’ "written" media memories,the influencing factors of audiences’ media memory construction and the problem of memory fracture.Using textual analysis,semi-structured in-depth interviews and rooting theory as research methods,the author uses the CCTV Spring Festival Gala,the Weibo Spring Festival Gala text and the audience of the Spring Festival Gala in Laiwu District,Shandong Province as research objects to investigate these issues.This is conducive to understanding the production and dissemination mechanism of media memory,decoding the content and emotions of folk memory "writing" through the audience’s perspective,and enriching the connotation of CCTV Spring Festival Gala media memory;it is also conducive to understanding the main theme of China’s social and cultural development,and promoting the transmission of mainstream values and the transmission of Chinese culture.It is therefore of great research and practical value.This paper divides this research process into four chapters to explore the memory construction of the CCTV Spring Festival Gala audience in the new media environment.The introductory chapter discusses the necessity and feasibility of the study.The first chapter provides an overview of the development of CCTV Spring Festival Gala’s media memory over time,and analyses the main media memory constructs in the traditional television era and under the influence of new media.Chapter 2 explores the path of official media in constructing the media memory of CCTV Spring Festival Gala,and analyses the characteristics of media memory construction under the influence of traditional television era and new media.The third chapter discusses the media memory practices by folk audiences,dividing the audiences’ memory practices into online and offline embodied practices.The paper presents an emotional analysis of online ’writing’;it also explores the offline embodied practices of folk audiences’ memories through semi-structured interviews,and finds that there are three types of media memories: episodic memories of the Spring Festival Gala’s past,specific imagery of family memories,and emotional connections of personal memories.Combining the audience’s memory practices and the ephemeral development of the Spring Festival Gala text,the audience’s media memory shows distinctive characteristics of conforming to the content of the Spring Festival Gala text,the parallel development of old and new memories,and the cross-fertilization of multiple memories.Chapter 3 uses rooting theory to analyse the factors influencing folk audiences’ CCTV Spring Festival Gala mediated memories,and finds that both external and internal factors work together to generate individual mediated memories.Chapter 4 presents the problems identified in the construction of audiences’ media memories,mainly manifesting as memory fractures,and suggests that achieving the preservation of the integrity and permanence of CCTV Spring Festival Gala media memories requires manifesting value rationality,promoting the integration of individual and collective memories,and perpetuating the rituals of Spring Festival culture.The final conclusion is that the media memory of the CCTV Spring Festival Gala follows the path of media development,and under the influence of new media,the media memory of the CCTV Spring Festival Gala consists of television and new media.The audience’s ’written’ memories are diverse and generally but not entirely consistent with the officially constructed media memories,and the audience’s folk’writing’ enriches the content of CCTV Spring Festival Gala media memories.In addition,the paper also looks at alternative paths for future research on CCTV Spring Festival Gala media memory,and points out the importance of continued consultation and co-construction between the official and private sectors in the future to preserve modern culture.