Hosted by China Central Radio and Television, produced by CCTV, and produced by Weizhong Media, the 2021 Internet Spring Festival Gala became a hot topic during the Spring Festival.
On the night when the party was broadcast, TV live broadcasts steadily ranked first, with a total of 120 million views of live broadcasts on various platforms and nearly 900 million views of on-demand videos.
With the theme of "New Year, New Year, Just Open New", the party used innovative content and form to make drastic changes to the traditional TV art show, and dedicated to the audience a heritage and innovation, both reputation and market. Gu's Youth Carnival has also brought many useful enlightenments to online art creation.
The innovation of network literature and art is the innovation on the basis of inheritance, which is to grow fresh and tender branches in the splendid and long-term Chinese historical and cultural soil
The "new" of the CCTV Network Spring Festival Gala in the Year of the Ox is that the creative team can use fresh combinations to discover the "new" value in the "old" tradition, build a new landscape in the resonance of tradition and modernity, and realize the creativity of Chinese excellent traditional culture. Transformation and innovative development.
As a cultural force that is closest to the daily lives of young people and has the most vitality in dissemination, online literature and art is a new force to inherit and carry forward the excellent traditional Chinese culture.
On the CCTV Network Spring Festival Gala of the Year of the Ox, Chinese music master Fang Jinlong used a futuristic blue pipa to bring a cross-dimensional show "Happy Beats Together" with Internet celebrities, combining the classic "Ode to Joy" with popular songs Together; the inheritors of Huayin’s old accents joined hands with cutting-edge women’s rock bands to perfectly combine the earliest rock on the loess slopes with modern rock and roll, so that the song "Nine Nine Eighty One" based on the theme of "Journey to the West" burns on the stage; The rapper’s original song "Fire Horse" combines bass drums with symphony, opera and rap, and evokes a heroic complex in people's hearts to defend their homes and nations.
Tradition and modernity, classics and fashion have been merged and collided in the same program, making traditional culture bloom with the rhythm of youth and the glory of the times.
Innovation is the "native blood" of network literature and art, and the lifeblood of network literature and art to survive and shine.
The innovation of network art is not water without a source, but innovation on the basis of inheritance, which is the growth of fresh and tender branches in the splendid and long-lasting Chinese historical and cultural soil.
This kind of innovation has a source, a foundation, confidence, and long-term vitality.
For example, this year's Henan TV Spring Festival Gala, the reason why it became a dark horse for "breaking the circle" is that the program has grasped the new law from classics.
Especially the Han-Tang Dance "Tang Palace Night Banquet", through the ingenious use of makeup, costumes, stage beauty and camera, and dance creation, "resurrected" a group of "fat girls" from the Tang Dynasty from the Tang Dynasty figurines. The characters are plump, confident and charming. Smart, in line with the aesthetic taste of the times.
These programs can achieve network "broken" dissemination and gain high reputation once again proves that contemporary literary works need to draw nourishment from the excellent historical culture of the Chinese nation, and demonstrate Chinese characteristics, Chinese style and Chinese style by constantly exploring the contemporary value of traditional culture. , Let the audience get the value inspiration of cultural self-confidence and the value inspiration of Chinese spirit.
Embracing new technologies and exploring new forms, network art and technology need to achieve a deep integration of art and technology, content and form
Combining literature and art with new technologies and giving new forms to literature and art is also an important method of literary innovation.
As a network art based on computer and network technology, it has distinct technical characteristics since its birth.
Therefore, in order to carry out network literature and art innovation, in addition to continuous exploration at the subjective spiritual level, the use of new technologies at the objective material level cannot be ignored-technology itself has become an inseparable part of network literature and art.
At the same time, the use of new technology is not simply a show of skill, but should always serve themes and programs.
In the Year of the Ox, the CCTV Network Spring Festival Gala creatively combines elements such as machinery, lighting and large screens to create a cutting-edge concert-style stage space.
The central ice screen LED cube in the sky, the rotatable LED ring screen in the sky, 230 broken screens, a 270-degree whole ground screen, and the light matrix are constructed between a square, a striped circle and a broken screen background that creates an overall atmosphere. The prominent art space in the center and full of modern science and technology brings immersive audio-visual enjoyment to the audience.
The director team draws on the blind box form favored by young people nowadays, and sets up a "Happy Magic Box" cube above the center of the stage, and uses it as the core visual element that symbolizes surprises and surprises. By constantly "opening the box", it inspires audiences A sense of eager anticipation for a show.
The unique visual presentation brings a strong visual impact to the program and creates a pleasing audio-visual experience.
The visual team created a fairyland-like Icelandic aurora background for Angela Chang, the song performer of "Aurora". Accompanied by the penetrating singing, it awakened people's beautiful youth memories.
The program group also used the latest holographic projection, VR (virtual reality), AR (augmented reality) and other technologies to create a naked-eye 3D stage effect, bringing the audience a novel visual experience.
In the Year of the Ox, the CCTV Network Spring Festival Gala uses the concept of "opening a new partner", allowing every guest performer to become the host of the party. The guest connects the program with humorous expressions or interactive methods, and is accompanied by late-stage beautiful characters that convey values. To add the finishing touch to the theme of the party.
The whole party is more in line with the psychological demands of people seeking innovation, change, and speed in the Internet era, bringing an overall sense of ease and joy, all links are intertwined, and the amount of information is compact and dense.
In the era of new media where "everyone has a microphone", the gala has truly become a youth party, achieving a logical fit with the Internet, and achieving a deep integration with the positioning and style of the Internet Spring Festival Gala.
To break the barriers between different circle cultures, online art and literature must contain the lofty spirit of the times, an open cultural pattern and a vivid view of reality
Innovation is not blindly seeking to be different.
The most important thing about the "opening up" of the CCTV Network Spring Festival Gala in the Year of the Ox is that the creative team can adhere to the responsibilities and missions of literary and art workers in the new era, and let the fascinating works convey the youth's love for their homeland and relatives and their yearning for a better life. Arouse the resonance of audiences of different ages with national spirit and zeitgeist.
Although network culture has obvious characteristics of circle culture, network art is not synonymous with niche culture, nor should it be a carnival confined to a certain circle.
To achieve high-quality development in the new media era, online art and literature must break down the barriers between different circles of culture, and play an important role in leading the social value of literary works with the lofty spirit of the times, an open cultural pattern and a vivid view of reality.
In the Year of the Ox, the CCTV Network Spring Festival Gala sensitively captures the trends and hotspots of the youth groups, and uses the spirit of the times to graft elements that young people love to hear, and subtly influence the youth audience.
In the majestic symphony, the youth idol pays tribute to the anti-epidemic heroes with a song "Mountains and Rivers Are in My Chest"; the rap show "My Hometown Is The Most Shining", conveys the strong hometown feelings and heartfelt heart; zero zero girls Aojuan and Tongsheng Chorus brought "Grow Up with Me", and the ignorant "little padded jacket" also aspires to become a "bullet armor" to protect his family.
Love the motherland, love the hometown, and love the family. The gala is edified by the beauty education of spring breeze and rain, calling the young people to have great love beyond the ego.
Not satisfied with presenting popular content that can only grab attention for a while, but looking for themes and inspiration in the real life of young people, the Chinese New Year Gala of the Year of the Ox endows the program with an aesthetic view of realism.
The party focused on the joys, sorrows, sorrows and dreams of the little people, allowing viewers to find warm resonance in the healing songs that reflect the lives of young people.
For example, "The Unknown" sung by the takeaway brother, praising ordinary people who work hard is also his own hero.
The party also used songs such as "Unacceptable", which is full of young people's persistent dream-catching spirit, and "Exhausted my everything to run to you" conveying youth courage, to demonstrate the radiant youth power and interpret the spirit of hard work and enterprising times.
Youth does not only belong to young people, it can also be a youthful and upward attitude.
The director team deeply explored the connotation of "youth"-youth should be a struggle, and those who struggle are youth-invited the Tsinghua University Shanghai Alumni Association Art Troupe to perform the skewered song "The Same Youth".
When the average age of 74.5 years old people rolled up their sleeves and sang the hymn of youth "Youth", the whole screen was full of enthusiasm.
"I'm still the same boy in the past, without a trace of change. Time is just a test, and the faith that is planted in my heart has not diminished." These "elderly teenagers" who have worked in their respective fields for a lifetime, now more than ancient times, use their youth to practice With the oath of "Go to the most difficult and most needed place in the motherland" and "work for the health of the motherland for 50 years", his fiery vitality and youthful feelings of immaturity made tears in the eyes, which became the network interaction after the whole show was broadcast. The show with the highest breaking circle.
In the Year of the Ox, the CCTV Network Spring Festival Gala's "out of the circle" once again proved that innovation is the vitality of online art.
Based on precise positioning of online youth audiences, it communicated with audiences of different generations with abundant originality, enhanced the centripetal force and appeal of mainstream values, and set a good example for boosting the high-quality development of online literature and art.
(Author: Wang Yun, deputy director of the Department of Media Development Research Center, Beijing Normal University, Beijing Normal University, Associate Professor of Art and Media School)