央视春晚的主流意识形态具象化传播研究

Research on the Representational Communication of Mainstream Ideology in CCTV Spring Festival Gala

央视春晚作为辞旧迎新的媒介仪式,是主流意识形态传播的重要阵地.40年来,央视春晚在主流意识形态传播的图像修辞、时空场域、声音叙事等方面积累了丰富的经验.在分析节目内容场景化、传播方式生活化和传播话语圈层化现状的基础上,提出要从过硬的传播团队、充实的传播内容、新颖的传播形式三方面优化央视春晚主流意识形态具象化传播.

As a media ceremony to bid farewell to the old and welcome the new,CCTV Spring Festival Gala has become an important position for the dissemination of mainstream ideology.Over the past 40 years,CCTV Spring Festival Gala has accumulated rich experience in the image rhetoric,space-time field,sound narration and other aspects of the dissemination of mainstream ideology.Based on the analysis of the current situation of the scenarization of program content,the lifestyle of communication mode and the stratification of communication discourse,this paper proposes to optimize the representational communication of the mainstream ideology of CCTV Spring Festival Gala from three aspects:excellent communication team,rich communication content and novel communication forms.