摘要： 在当代春节“新民俗”中，央视春晚是普罗大众的电视盛宴，Ｂ站“拜年祭”则是青年二次元群体的网络狂欢。从媒介仪式的视角对这两台晚会进行比较分析可以发现，电视春晚将作为媒体的央视建构成“社会中心”，“拜年祭”则将Ｂ站建构成二次元的“社群中心”。进一步，央视春晚通过独特的符号资源，以“家-国”的叙事模式，代社会主流文化召唤民众，形成融政治话语、宏大叙事、集体主义等特征于一体的“国家美学”；而Ｂ站则以“趣缘-二次元”的叙事模式，代亚文化社群聚集二次元同好，建构起包含超现实幻想、萌酷风格、混搭混剪、梗文化等特征的“社群美学”。两种美学旨趣截然不同，但主流文化和商业逻辑的“框架”力量，促使央视春晚与Ｂ站拜年祭共享了社会的某些核心价值观和传统文化符号。然而，试图通过“流通的符号”使两类晚会、两种文化同享“稳定的符号”，显然还任重道远。

关键词:

Abstract: In current “new folk customs”, the CCTV’s Spring Festival Evening Party is the TV gala of public, while the “Pay New Year’s Call on Bilibili” is the online carnival of youth quadratic element. From the perspective of media ritual to have comparison and analysis on these two evening parties, it can find that TV Spring Evening will be constructed into “social center” as the CCTV of media, while “Pay New Year’s Call” will construct Bilibili into the “community center” of quadratic element. Furthermore, by means of special symbol resources, with the narrative of “family-country”, CCTV Spring Festival Gala will replace the mainstream culture of society to call on public to form into the “national aesthetics” with the integration of political discourse, grandiose narration, and collectivism, while as to Bilibili, with the form of “interest relationship-quadratic element”, it can concentrate collaborators of quadratic element replacing sub-cultural community, and construct the “community aesthetics” including the features of surrealistic fantasy, “moe” and cool styles, mix-and-match and montage, and “geng” culture. These two kinds of aesthetics have totally different ideas, but their mainstream cultures and “framework” power of commercial logic promote these two programs to share some core values and traditional cultural symbols. However, it is obvious that trying to realize the co-sharing of “stable symbols” of these two evening programs and two cultures by means of “current symbols” still shoulders heavy responsibility.

Key words: CCTV’s Spring Festival Gala, Pay New Year’s Call on Bilibili, national aesthetics, community aesthetics, generation gap of aesthetics