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从文化意指形式、文本结构与价值指向来看,仪式性是传统文化的大众媒介生存重要面向。异于传统人类学,现代的仪式研究不再局限于功能主义视角,而“更为关注仪式在现代复杂社会中的存在和运用,关注仪式行为、象征符号与政治和权力的关系,并且注意到仪式作为社会认同与社会动员的方式之一。”①传统文化与电视媒体的互动便是在媒介仪式范式下进行的。一、仪式脚本:传统文化的电视传播途径尼尔·戴扬、伊莱休·卡茨在《媒介事件》中将媒介仪
From the perspective of cultural meanings, textual structures and values, ritualness is the important aspect of traditional media for the survival of the mass media. Different from traditional anthropology, modern ritual research is no longer confined to functionalist perspectives, but “focuses more on the existence and application of rituals in modern and complex societies, on ritual behaviors, on the relationship between symbolic symbols and politics and power, and on the To ritual as social identity and social mobilization one of the ways. ”① traditional culture and television media interaction is carried out in the media ritual paradigm. First, the ceremony script: the traditional culture of television transmission Neil Dayang, Elihu Katz in the “media incident” will be media instrument