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Media Event and Festival Celebration: Reception of the Spring Festival Gala in Rural China

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Abstract:

This article aims to explore the relationship between media event and festival celebration by examining the reception of an important media event, the Spring Festival Gala, in rural China. Using Lullís social use of television typology (1990), this research identifies the pattern of rural chinese's viewing behaviors on the Spring Festival Eve, and investigates how they make use of the media event for festival celebrations. The research is based on a field study performed in a small village in southern China during 2004 Spring Festival period. Ethnographic interviews and diaries are used to collect data for analysis. It finds that rural Chinese use the media event mainly for its structural function, using it as background noise, companion, as well as a regulator of celebration activities. It also finds that the televised Gala provokes a passive mode of viewing, which is opposite to the results of previous research on media event.

Most Common Document Word Stems:

gala (193), festiv (149), media (125), televis (121), event (102), spring (97), celebr (78), famili (78), use (78), watch (67), view (63), peopl (62), audienc (57), research (48), activ (47), year (42), time (40), new (37), studi (35), program (34), social (33),

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Media Event, Festival, Celebration, Rural China
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MLA Citation:

Hong, Jiachun. "Media Event and Festival Celebration: Reception of the Spring Festival Gala in Rural China" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p13884_index.html>

APA Citation:

Hong, J. "Media Event and Festival Celebration: Reception of the Spring Festival Gala in Rural China" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p13884_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This article aims to explore the relationship between media event and festival celebration by examining the reception of an important media event, the Spring Festival Gala, in rural China. Using Lullís social use of television typology (1990), this research identifies the pattern of rural chinese's viewing behaviors on the Spring Festival Eve, and investigates how they make use of the media event for festival celebrations. The research is based on a field study performed in a small village in southern China during 2004 Spring Festival period. Ethnographic interviews and diaries are used to collect data for analysis. It finds that rural Chinese use the media event mainly for its structural function, using it as background noise, companion, as well as a regulator of celebration activities. It also finds that the televised Gala provokes a passive mode of viewing, which is opposite to the results of previous research on media event.

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Document Type: PDF
Page count: 27
Word count: 12249
Text sample:
Media Event and Festival Celebration: Reception of the Spring Festival Gala in Rural China Abstract This research aims to explore the relationship between media event and festival celebration by examining the reception of an important media event the Spring Festival Gala in rural China. Using the refined Lull’s typology this research examines how rural Chinese make use of the media event for their festival celebrations. The research is based on a field study performed in a small village in
Chineseness: Textual Analysis of 2002 CCTV Spring Festival Eve Gala. Unpublished paper presented to ICA conference. University of Iowa. Zhao Bin. (1998). Popular Family Television and Party Ideology: The Spring Festival Happy Gathering Media Culture & Society 20: 43-58. 26 Zhao Yuezhi. (2000) From Commercialization to Conglomeration: The Transformation of the Chinese Press within the Orbit of the Party State Journal of Communication 50(2): 3-27. Zhong Yong. (2003). In Search of Loyal Audiences- What Did I find? An Ethnographic


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