论央视春节晚会对春节文化的重构

CCTV Spring Festival Celebration's Influences on the Reconstruction of Chinese Festival Culture

作为中国媒体的一种重要的象征性行为 ,中央电视台举办的春节晚会通过建构家国一体的形象、调动民间记忆、运用明星认同机制等一系列的叙事策略 ,重构了传统的春节文化、民间文化和流行文化 ,创造了以社会整体性形象为核心的春节文化文本。这种重构活动是主流意识形态在中国社会由以阶级话语为组织模式的现代性设计向以经济建设和民族—国家的整体性认同为主的现代性设计转型过程中而作出的调整 ,其目的是为了克服几十年的斗争话语所造成的社会困境 ,建构团结、奋进、乐观的社会形象 。

As a kind of significant symbolic acts in Chinese media, CCTV Spring Festival Celebration reshapes traditional Chinese Spring Festival culture, folk culture and popular culture, and produces a characteristic celebration text involved around the social unity images through constructing the family-nation unitary image, reliving the folk memory, and using series of narrative strategies of which the stars-identification is the most powerful. This reconstruction is dominant ideology's self-regulation in the modern transformation of society in China from the project modeled-on class discourse as organization principle toward the project centered-on economy development and nation-state's whole identity. The purpose of this modification is to overcome the social passé originated from the discourse of struggle in past years and to evoke people's sense of community and nation-identity by using solidary, active, and optimistic images as well.