Research On Mass Communication Of CCTV Experts' Lecture

Nowadays, during the time that most TV cultural programs are declining, the CCTV Experts' Lecture has achieved a great success, which deserves our exploration for its reasons.Firstly, we introduce the development phases of Experts' Lecture from its birth to prosperity.Then, having the changes of communication environment in mind, we adopt content analysis method from outside to inside, and then conclude the following reasons for the success of Experts' Lecture. First, the orientation is a popular TV program for the ordinary people, not an academic one for elite. Second, the designing emphasis is to find the conjunction of sensibility and rationality. Third, the content changes from the embracive "miscellaneous stuff" to the "specificity" of traditional history culture. Last but not least, the show form is especially unique, which integrates a lot of audio and visual elements. Based on the above analysis, we discuss its effect of mass communication. Meanwhile, the future development of Experts' Lecture is also explored in detail. We think the ways to build a brand identity of the program are adherence to the social responsibility for media, high quality, and connotative and sustainable development.Finally, the conclusion is made. We hope the paper may give some inspiration to current TV cultural programs.