从“破局”到“破圈”:社交网络时代央视春晚的现状与发展

The Current Situation and Development of CCTV Spring Festival Gala in the Social Network Era

央视春晚作为春节的重要文化符号,已经成为中华民族集体记忆的一部分。通过复现传统节庆文化、传承与传播中国特色社会主义文化和建构中华民族共同体,央视春晚独有的文化意涵和时代价值得以彰显。社交网络时代的来临重构了我国的媒介生态,加之多种外来文化价值的冲击使央视春晚的收视出现波动,生存遭遇挑战,然而央视春晚凭借将主流价值与娱乐表达的有机勾连、传统文化与现代科技的无缝对接以及年轻受众与跨屏互动的混搭杂糅等举措实现了创新式发展和传播价值的优化升级,同时也为其他传统电视节目转型提供了参考范本。

As an important cultural symbol of the Spring Festival,CCTV Spring Festival Gala has become part of the collective memory of the Chinese nation.Through the reproduction of traditional festival culture,the inheritance and dissemination of socialist culture with Chinese characteristics,and the construction of a community of the Chinese nation,the unique cultural connotation and value of CCTV’s Spring Festival Gala are revealed.The advent of the social network era has restructured my country’s media ecology,coupled with the impact of various foreign cultural values,the ratings of the CCTV Spring Festival Gala have fluctuated,and survival has faced challenges.But the CCTV Spring Festival Gala has achieved innovative development,optimization and upgrading of communication value by means of the organic linking between mainstream value and entertainment expression,the connection between traditional culture and modern technology,and the mashup of young audiences and cross-screen interaction,and provided a reference model for the transformation of other traditional TV programs.