娱乐话语与主流话语的“接合”——“青春中国”语境下湖南卫视新综艺的意指实践

湖南卫视新综艺的文化转型是以“青春中国”为基本语境，围绕电视“文化综艺”的话语体系而展开的视觉符号使用与意义生产实践。这是一种典型意义上的接合实践。为了规避“泛娱乐”全民狂欢式的市场文化危机，湖南卫视新综艺善于激活、征用一系列中华民族传统文化、公益、乡村振兴符号与“新综艺”话语之间的勾连，构建“弱娱乐、强价值”的“话语性场域”，以及“娱乐话语”与“主流话语”互动式的接合关系。这种意指实践不仅增强新综艺“新主流”文化话语的价值赋能，重塑民族共同体的集体记忆，激起人们深层次的情感认同和文化共鸣，凝聚社会力量的共同信仰，重塑“想象的共同体”，而且通过与主流价值观相勾连的视觉修辞策略来强化节目的正当性，赋予新综艺改版行为一种合法的意义阐释。

The Articulation of Entertainment Discourse and Mainstream Discourse:The Ideographic Practice of Hunan TV's New Variety Shows under the Context of "Youth China"

The cultural transformation of Hunan TV's new variety shows,based on the context of "youth China" around the discourse of "culturalTV variety show",is a use of visual symbol and meaning production.This is a typical articulation practice.In order to avoid the market cultural crisis caused by carnival "pan-entertainment",Hunan TV's new variety shows are good at activating and requisitioning a series of links between Chinese traditional culture,public welfare,rural revitalization symbols and "new variety shows" discourse,constructing a "discourse domain" of "less entertainment,more value" and interactively articulating "entertainment discourse" and "mainstream discourse".This ideographic practice reinforces the value empowerment of the "new mainstream" cultural discourse of new variety shows,rebuilds the collective memories of nation community,excites people's emotion identity and culture resonance on the profound level,deepens the common faith of social power,and reshapes the "imagined communities".In addition,through visual rhetoric strategy combined with mainstream values,this practice has strengthened the variety shows' righteousness,which gives the reform of new TV variety shows a legitimate interpretation.