媒介仪式下的草根狂欢与话题营销——解读2011年央视春节联欢晚会

Grass-root Carnival and Topic Marketing under Media Rituals——An Interpretation Based on the 2011 CCTV Soiree for Spring Festival

作为一场具有特殊意义的媒介仪式,2011年央视春节联欢晚会既完成了其作为盛大媒介仪式的符号表征,完成了国家繁荣昌盛的正面宣传和意识形态的有效传播,又把草根参与和热点话题相结合,为草根狂欢提供主流媒介的舞台,并利用全媒体时代的各种媒介渠道赢取观众的注意力,取得话题营销的成功。

The 2011 CCTV Soiree for Spring Festival accomplished the positive propaganda on the prosperity of the nation and the effective communication of ideology as the symbolizatiotx of a great media ritual. It also, as a media ritual with special significance, combined the participation of grass roots and hot topics. Amusing the public completely by offering the stage of mainstream media to grass - root camival, it won audience＇ attention and success of topic marketing with use of all media channels of this omnimedia era.