Audience Research On Chinese Cultural TV Variety Show

In recent years,with a number of TV Variety Shows' hot broadcasting,which aim at inheriting and promoting the excellent traditional Chinese culture as well as enhancing Chinese people's cultural awareness and cultural self-confidence,the Cultural TV Variety Show has caused discussion from all walks of life,and it has been known as a“clean flow".As a type of Variety Show that is dedicated to enhancing the cultural connotation and the quality of TV Variety Show,Cultural TV Variety Show attracts extensive attention once again.Therefore,the responsibility and potential of the Cultural TV Variety Show are undoubtedly enormous.The purpose of this paper is to explore the future development trend of such programs,to help solve a series of issues in program innovation and upgrading as well as to meet a higher level of audience's cultural appeals and entertainment needs.Based on analyzing the development track and motivations of Cultural TV Variety Show,this study concludes that the viewing behavior of young audience shows the characteristics of viewing-channel changing,viewing-time fragmenting,participation deepening and appeal diversifying.In order to recognize the audience's cognition of and identification with such programs,the author adopts text analysis and in-depth interviews as the research method.Through analyzing the audience's commentary upon "National Treasure" on the Douban Movie Channel together with the interview data,the author explores audience's cognition of and identification with Cultural TV Variety Show from three levels,namely audiovisual symbols,story content,and cultural value.This study finds that the audience have a relatively high level of cognition and acceptance of Cultural TV Variety Show in terms of audiovisual symbols and story content.As for the cultural value level,the program has created a more popular,interactive and universal culture memory for the audience.On the basis of the culture memory,the audience's cognition of traditional culture has been improved,and their identification with program and cultural self-confidence have been enhanced to a certain extent.In addition,based on these study results and audience's feedback,the author has provided suggestions for the future development of Cultural TV Variety Show from the perspective of program concept,production and marketing communication.