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2015年月日,天猫和湖南卫视联袂推出了“天猫2015双狂欢夜”晚会,强势占据全国所有同时段播出节目内容的榜首。晚会的加入使得“双十一”的节日气氛更加浓厚,人们参与“双十一”和“双十一晚会”就如同参加一个盛大的仪式,在“买买买”的共同信仰下一边观看晚会,一边进行购物狂欢。本文将在传播仪式观的视角下,利用詹姆斯·卡瑞的传播仪式观五要素来分析“双十一晚会”是如何营造节日仪式感,从而进一步探讨晚会对于关注的影响以及对于“双十一”节日的积极作用。
On the day of January 2015, Lynx and Hunan Satellite TV jointly launched the “Lynx 2015 Double Carnival Night” party, occupying the top of the country with all the broadcast content of the program at the same time. With the participation of the party, the holiday atmosphere of “Double Eleven” is more intense. People participate in “Double Eleven” and “Double Eleven Parties” just like attending a grand ceremony in “Buy, Buy ”Under the common belief watching the party, while shopping spree. This article will use the perspective of communication ritual to analyze the five elements of the communication ritual of James Carey to analyze how “Double Nights” create a sense of festival ritual, so as to further discuss the impact of the evening on the “ Double eleven ”a positive holiday festival.