by JXiaofang Tu
ABSTRACT
This study is basic research, which conducts a qualitative research method to study the phenomenon of the ‘Grassroots and Star Images in the CCTV Spring Festival Gala’ on the issue of ‘Re-production of National Ideology and National Identity Construction’ in the context of Popular Culture. This study employs text and discourse analysis of grassroots programs in the Gala since the 1990s and found that the grassroots image in the Gala has experienced the “invisible” in the 1990s to the “visible” after 2000. The grassroots image featured in the Gala emphasizes two key aspects. Firstly, the concept of “family culture” evokes deep resonance and ethical identification with Chinese culture among individuals of Chinese descent worldwide. Secondly, it fosters social unity and harmony by reinforcing core socialist values. This study analyzed the star image presented at the Gala and found that in response to the nostalgia prevalent in mid-1990s popular culture, the Gala emphasized songs with ambiguous connotations tied to “love,” supporting the narrative of reform and the market economy. Since the late 1990s, the Gala has shifted from showcasing the unique styles of celebrities from Hong Kong and Taiwan in the early 1990s to presentingtheir images within broader narratives of “nation” and “state.” These narratives encompass Chinese history and culture themes, revolutionary and national spirit, patriotism, and a “family state.” The Gala maintains its long-term cultural leadership through continuous interaction with popular and folk cultures. By weaving grassroots and celebrity images into the program content, the gala has long engaged in a grand discourse narrative of “nation” and “state,” ultimately completing the construction of national identity. This is the cultural significance of the ideological reproduction of the Gala.
