| Since its inception in 2015,Tmall Double 11 Gala has gradually become an important part ofthe Tmall Double 11 Shopping Carnival.It added new media rituals to Tmall's e-commerce festivalin a media spectacle,making its festival construction more complete.It also added newentertainment and consumption spectacles to people's daily life,exerting a great influence.From ashopping activity to a consumption phenomenon to a cultural phenomenon,the social influence of"Double 11" is worth paying attention to.The cultural spectacle created by the Tmall Double 11Gala also has a certain degree of typicality.From the perspective of cultural studies,this article usesmedia spectacle theory to make a detailed analysis of the cultural phenomenon represented by theTmall Double 11 Gala.In the construction analysis of the spectacle of the gala,this article adopts text analysismethod,uses the audiovisual materials of the party as the research audiovisual text,collects news,microblogging discussion,and relevant data in previous years as a graphic material for combing andsummarizing.In the study of the theme setting of the Tmall Double 11 Gala,this article adopts acomparative study method,selects the Spring Festival Gala,Jingdong Gala and the Olympics ascomparison objects,and analyzes the reasons and significance of the setting of the spectacle themeof the gala.In the end,the article integrates ideas from books and literature on cultural studies suchas consumerism and media spectacle,and elaborates on the impact of the Tmall Double 11 Gala.This article divides the entire construction process of the Tmall Double 11 Gala into the early,middle and later stages.Before the party was held,the Tmall Double 11 Gala media spectacleattracted attention in the public opinion field through idol propaganda and fan culture;during thegala,multiple spectacles of multimedia,celebrities and festival rituals were merged.The maintheme of consumption continues throughout;after the party is over,the digital spectacles of ratingsand transaction volume will continue the carnival and ultimately boost the completion of thisspectacle construction.By studying the development of Tmall Double 11 Gala over the years,this article found that the construction of the spectacle of the party was based on three themes:festival ritual construction,contention for symbolic meaning,and self-value surpassing.Using the Spring Festival Gala as asource of inspiration,the constructors of Tmall Double 11 Gala spectacle reached the goal ofconsolidating the status of festivals,adding festive connotations,and enriching the festive formsthrough the hosting of the party;based on the competition with Jingdong and other e-commerceplatforms,Tmall took the lead in announcing a gala.And through TV platform selection,programlink setting,and theme presentation of the evening party,it made it occupy a dominant position inthe symbolic meaning competition;in the benchmarking with the Olympics,Tmall Double 11 GalaTmall spectacle used the global and technological discourse on both time and space scales.,tryingto achieve self-value beyond.This article believes that the effects of the spectacle construction of the Tmall Double 11 Galainclude the following three levels:the personal level to meet the psychological needs and deprive aman of leisure time,and the media level to promote the transformation of traditional media but atthe same time there is a fear of declining program quality.the economic and social level to createeconomic benefits but have problems in adjusting the social system with consumption.Through theanalysis of the Tmall Double 11 Gala from perspective of media spectacle,this essay hopes to usethis as a case to make people have a clearer understanding of entertainment and consumptionspectacles and treat them more rationally. |
PDF Full Text Request