Research on Narrative Strategies in Cross-Media Contexts: A Case Study of the 2022 Grammy Awards Ceremony

Abstract

This article takes the 64th Grammy Awards ceremony in 2022 as the research object to explore its narrative strategies and dissemination paths. Research indicates that in the current context of the prevalence of short videos and the fragmentation of media, the Grammy Awards still maintain a strong influence. The reason for this lies in its multiple innovations in narrative themes and dissemination methods. Firstly, the narrative content emphasizes diversity, inclusiveness and innovation. It not only showcases diverse musical styles and cross-cultural exchanges, but also responds to social issues such as gender equality and racial diversity. Secondly, in terms of narrative thread, it breaks through the traditional logic of "award attribution" and expands to explore social values, cultural identity and future music. Secondly, in terms of communication strategies, the ceremony enhanced the audience's immersion and interactivity through the introduction of star ips, the application of digital technologies such as virtual reality and holographic projection, as well as the multi-platform interaction of television, the Internet and social media, achieving cross-media narrative communication. Through an interdisciplinary perspective analysis, including narnarology, semiotics, communication studies, and cultural industries, this article holds that the Grammy Ceremony is not only a platform for showcasing music awards but also a cultural narrative model that conforms to media changes and social demands. Its experience holds significant reference value for the innovative development of large-scale art galas and award ceremonies in China and other countries.