The Study Of The CCTV Spring Festival Gala From The Perspective Of Communication Studies

As an significant media ceremony to show the culture of Spring Festival,the Spring Festival Gala on CCTV has been an “new custom” with Chinese people.This big evening with the happiness,good luck,peace and joyful atmosphere which makes all of the Chinese people together has been with us for 33 years until 2015. During the 33 years,the Chinese Festival Gala on CCTV has become to a culture from a phenomenon.Throughout history, every contribution of formation of the culture must go through birth, development, prosperity and decline, and revised regeneration process, so as the Spring Festival Gala. Today, the CCTV Spring Festival Gala for Chinese TV viewers has become to the dominant position from the past to accompany the position. Face to the increasing competitive environment of spreading and the change in the audience aesthetic idea, the spread of the CCTV Spring Festival Gala encountered unprecedented challenges. The author is under the vision of communication transmission elements to its characteristics, function, value and confusion, and for its future development put forward the new way out.The whole article is divided into six parts. The first part is the introduction, At first there is the research background and purpose of this article, elaborates the research methods and innovation points, the second is the analysis of research status of community associated with this article. In the second part, the author used the literature analysis and case analysis to analyse the spread of the CCTV Spring Festival Gala in the past 33 years’ history. In this part the author put the history of the CCTV Spring Festival Gala history since 1983 at the beginning into 4 periods with the concept of cultural development,base on of the characteristics of each period: Spring Festival Gala concept rise, Spring Festival Gala brand shaping, Spring Festival Gala ratings, Spring Festival Gala evolution during the peak period. In addition, the Spring Festival Gala was able to become to a representative culture in people’s mind, is because of the spread with its excellent function and value are inseparable. So in the third part, the author explains the main content of the CCTV Spring Festival Gala is the spread of political propaganda, cultural display and mainstream values guide functions, and the political function, cultural and social significance of the CCTV Spring Festival Gala transmission are summarized. The fourth part the author used using the method of “5W” from Laswill as the theoretical basis, to analysis characteristics of each period of spreading of CCTV Spring Festival Gala using the quantitative way. Finally, on the basis of the above, the author in the fifth part of the CCTV Spring Festival Gala in the present stage facing the confusion of spreading, from three aspects of the content, the audience, effect to analysis this condition, and in the sixth part the author makes the targeted suggestion for the confusion of spreading. trying to explore a new way of sustainable development in the fixed period of Spring Festival Gala, which is the purpose of the author of the prose.