节日文化跨媒介叙事的功能拓展

——以央视春晚分会场节目为中心

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中图分类号：G122 文献标识码：A D0I：10.7535/j.issn.1671-1653.2025.04.008

Functional Expansion of Cross-media Narratives in Festival Culture： A Case Study of CCTV Spring Festival Gala Sub-venue Programs

LI Zhenpeng，QIAN Minghao

（NationalResearchCenterofCultural Industries，CentralChinaNormalUniversity，Wuhan43oo79，China）

Abstract： In a media society，the primary agent of festival cultural narratives has shifted from the corporeal to the technological-imagistic，rendering cross-media narrative a pivotal driving force for the contemporary inheritance and development of festivals. Taking regional culture as its creative foundation， the CCTV Spring Festival Gala， by establishing local sub-venues and presenting regionally-themed cultural programs， not only utilizes environmental recreation to evoke audience topophilia，thereby enhancing their place attachment and cultural identity， but also employs the selection，combination，and performance of local iconic symbols to achieve memory shaping， constructing colective memory through visual，auditory，and spiritual signifiers. Building upon the fulfillment of audience experiential needs and nostalgic expectations via visual spectacles，the CCTV Spring Festival Gala sub-venue programs continuously promote the integration of film and tourism. By leveraging the supporting power of domestic consumption circulation and the revitalizing force of the attention economy，they effectively foster the enhancement and upgrading of local cultural and tourism sectors.

Keywords： festival culture; cross-media narrative； functional expansion；CCTV Spring Festival Gala sub-venue programs; Spring Festival

一、引言

跨媒介叙事超越源文本的既有范畴，联动多种媒介的叙事样态，旨在通过使用他种叙事媒介来弥补源材料的叙事局限。（剩余9299字）