Research On The Change Of Female Image In The Sketch Of CCTV Spring Festival Gala（1983-2022）

The Spring Festival Gala of CCTV is a collective event with the strongest sense of ceremony and popular among Chinese people.With its strong story and high entertainment,the Spring Festival Gala sketches stand out from many program types,become the most unique media landscape on the Spring Festival Gala stage,and also shape a large number of female images.This paper studies the female images in the sketches of CCTV Spring Festival Gala from 1983 to 2022,in order to answer the following questions:1.What kind of female image is constructed in the interaction between the Spring Festival Gala sketch and social reality? 2.What changes has the female image experienced? What is the change trends?By answering these questions,we can explore the changes of women’s social status,mainstream female image in the mass media and mainstream gender concept during the period of social transformation.Using the methods of content analysis and text analysis,this paper analyzes 285 female images in CCTV Spring Festival Gala sketches,and summarizes the overall presentation of female images,three stages of its historical changes,and five change trends.The study found that,first,the overall presentation of female images in the Spring Festival Gala sketches can be divided into two levels: social identity and ideology.At the level of social identity,female roles are mostly supporting roles or foil roles,which are in a relatively marginal position;The image of a good wife and mother returning to the family is very common,while the professional identity is relatively vague;The number of young women is the largest,and the image of urban women occupies a dominant position.At the level of ideology,female roles mostly carry positive values;Passive aphasia and conscious autonomy are intertwined.Generally speaking,the construction of female images in the Spring Festival Gala sketches follows the framework of "men first and women second","men and women different","urban-rural differentiation","positive guidance" and "multi presentation",and continues to move closer to the direction of "citizenization" and "middle class".Finally,the image of rural women disappears and the image of urban women occupies the central position.Second,the female image has experienced three stages of changes: the image of "native" rural women,the image of "changing with the times" female farmers in cities,and the image of "broken shell forming" modern urban women.Thirdly,the study summarizes five trends of women’s image change from the aspects of social identity,personality characteristics,social status,internal temperament and external image:from a single image to multiple identities,from distinctive personality to rigid and boring,the internal class differentiation of women is intensified,the gender difference is continuously solidified,and the phenomenon of body performance is becoming more and more intense.Finally,the study found that under the influence of male centrism and consumerism culture,the female images of Spring Festival Gala sketches were stereotyped,stigmatized and materialized to varying degrees.