Study On Communication Strategies Of Science And Technology Programs In View Of Mass Culture

Social transformation has brought changes in people's ideas and values,which also means that elegant and rational elite culture has gradually lost its mainstream position.People tend to focus on market-oriented,entertaining and carnival popular culture,which makes elite culture have to face the situation of marginalization.Under this situation,it is a better choice to use the popular way to disseminate the elite culture to revitalize the elite culture.In recent years,a variety show with science and technology culture as its communication content has sprung up on the screen.The program mode of "emphasizing science and technology over variety arts" aims to transmit scientific and cultural knowledge to audiences through a way of teaching through lively activities,which is an active exploration of elite culture achieving to mass communication.Therefore,this paper takes the phenomenon of elite culture returning to the public's vision as the background cut-in point and chooses science and technology culture,an important field of elite culture,as the research object.It takes science and technology variety show My Future as a case study to explore the characteristics and effects of mass communication in the program,then,it puts forward some suggestions on the development strategy of future science and technology programs.The main content of this paper is divided into three parts.Firstly,the paper analyses the background of science and technology programs' mass communication,mainly including two sections: the return of science and technology culture to the public's vision and the birth of science and technology variety shows.It summarizes the characteristics and innovations of mass communication through combing the evolution of science and technology variety shows.Secondly,My Future,a typical case,is analyzed in this paper.The characteristics of the program's mass communication are summarized from four aspects: program mode,guests,content and form.The communication effect of the program is investigated and analyzed by means of questionnaires.It is found that the content of the program is what audiences most concern in the process of Science and technology program dissemination.Finally,based on the previous research,this paper discusses the development strategies of science and technology communication should be combined with other science and technology communication channels to achieve the greatest program communication effect.There are four points.First,under the premise of diversification of mass communication methods,the quality of program content must be ensured;Second,the dynamic innovation of the program should be based on the audience's needs;Third,traditional media should be achieved integration and innovation through new media;Fourth,television science and technology programs mass communication in the future.