Research On The Discourse Of CCTV Spring Festival Gala Since The New Century(2000-2020)

The Chinese New Year is the first of all festivals,and it is the most grand traditional festival of the Chinese people.There are many traditional folk customs,including worshipping the gods and ancestors,putting up spring scrolls,setting off firecrackers,and paying respects to the New Year.Since CCTV held the Spring Festival Gala in 1983,it has become a New Year’s custom to watch it with family members on New Year’s Eve.After forty years of development,CCTV Spring Festival Gala has gradually become a "spiritual New Year’s Eve dinner" for the Chinese people and a cultural feast for all Chinese people and overseas Chinese,with increasing influence.The cultural carrier of Chinese sons and daughters all over the world,behind the development of the whole era,social changes and cultural prosperity.As an important carrier of socialist material and spiritual civilization,the CCTV Spring Festival Gala not only records the trajectory of China’s contemporary social changes,but also spreads new ideas and customs in a form that is popular among the people,promoting righteousness and criticizing current problems,presenting a great influence.In particular,the hosts’ words in CCTV Spring Festival Gala show the national image,national spirit and social ethos in a subtle way.Through the in-depth analysis of the excellent hosts,we can promote the development of the art of hosting from both theoretical and practical perspectives.This paper takes CCTV Spring Festival Gala as the main research object,and tries to systematically analyze the host words of the 21 Spring Festival Gala from 2000 to2020 from the perspective of both discourse analysis and historical research.The research aims to summarize the discourse of the Spring Festival Gala in four aspects:"country","family","traditional ",and " family and country as one ".The characteristics of the Spring Festival Gala’s host discourse are: the "national presence" is more and more obvious;the "family status" is gradually declining;continuing the tradition and adhering to the culture;and the power of society is gathered and the feeling of family and country is cultivated.The analysis at the text level focuses on answering the question of "what did the host say";the analysis at the discourse practice level focuses on summarizing the characteristics of the host’s discourse at the CCTV Spring Festival Gala;the analysis at the social practice level examines the question of "why did the host say what he said? The analysis at the social practice level examines "why the hosts say what they say" and "what impact it has on social and cultural practices".Finally,the analysis explores in depth the difficulties faced by CCTV Spring Festival Gala host discourse in terms of the overall style of the gala,interaction with the audience and advertising discourse,and proposes corresponding countermeasures for the problems,including returning the gala to its gala entertainment properties,increasing audience participation and changing the "hard broadcast" to "soft broadcast".The problems include returning the gala to entertainment,increasing audience participation,and turning "hard broadcast" into "soft broadcast".