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清明节是具有中国民族特色的典型的岁时节日,由中央电视台科教频道联合国内多家电视台共同制作的2014年清明节特别节目《清明中国》,紧密围绕清明节民俗展开,但又不局限于狭义的民俗传播,而是有着更深层的意义建构。本文主要以《清明中国》为例,具体探讨岁时节日电视特别节目的创新策略。一、从岁时节日民俗出发,用故事化的手法进行叙事传播“所有传播皆叙事”1。电视节目的传播就是利用一个个镜头所组成的影像来为观众讲述生动精彩的故
Ching Ming Festival is a typical age-old festival with Chinese national characteristics. The 2014 Ching Ming Festival special program “Ching Ming China” co-produced by CCTV Science and Education Channel and various United Nations television stations closely follows the Ching Ming Festival folklore but is not limited to Narrow spread of folklore, but with a deeper meaning of construction. In this paper, we take “Ching Ming China” as an example to discuss the innovative strategy of special programs of the festivals. First, from the age of the festivals and festivals, narrative communication with the story of the method of “all communications are narrative” 1. The spread of television programs is the use of a lens composed of images to tell the audience vivid wonderful