Empirical Research On The Impact Of Audience Perceived Level Value On Dissemination Effect Of Scientific TV Programs In China

With the continuous promotion of social progress by science,how to use the mass media to disseminate scientific knowledge more efficiently among people and how to improve the scientific quality of people has become a key concern of Domestic and foreign researchers.As an important element,science is added to TV programs and disseminated to the public through television and video media.It is an effective way to realize science communication.For a long time,our country has attached importance to the broadcasting of scientific TV programs,and the masses of the people are also increasing their curiosity about such programs.At the present stage,there are many kinds of TV programs,but the response caused by TV communication has received little attention.From the perspective of scientific research,television programs pay more attention to the attraction of young people,resulting in the elderly audience groups can not effectively obtain the satisfaction of television programs broadcast.As far as this situation is concerned,starting from the value of the audience,this paper focuses on the communication effect of scientific TV programs in our country,and analyzes how to use different forms of TV programs to attract different audiences.And how can we meet the needs of both the youth group and the elderly group.The research mainly fills in the blank of the lack of analysis of the audience ratings in the survey of scientific television programs.This paper attempts to explore and perfect the factors that affect the communication effect of scientific TV programs in China by combining with the past experience,and makes an in-depth study on the communication effect of science programs by means of questionnaire survey,analyzes the influence of science TV programs on all audiences.Through the data to draw convincing conclusions,and for such programs to expand the scope of the audience,broaden the channels of communication to provide a theoretical basis.First of all,this paper discusses the background,obj ectives and significance of the study.The second part mainly focuses on the dissemination effect of scientific TV programs in China,and the reading and research of relevant literature and materials.This paper attempts to explore and perfect the factors that affect the communication effect of scientific TV programs in China by combining with the past experience.In the survey,the form of questionnaire is adopted to collect the information about the influence of the audience on the communication effect of scientific TV programs.In the third part,according to the previous research model,the model suitable for the communication effect of scientific TV programs in our country is constructed.The questionnaire used in this paper was made a little adjustment on the previous scale.The fourth part makes a comprehensive analysis of the recovery results of the questionnaire.Firstly,the statistical analysis of the survey samples is carried out,and then the regression analysis is carried out for the relationship between independent variables and dependent variables.The fifth part draws a conclusion for this study according to the previous survey results,and puts forward some suggestions for the research results.According to this survey,collecting the ratings of different audience groups can effectively improve the broadcasting situation of scientific TV programs in our country.The young group is more able to accept the innovative things.Due to the rise of the network tide,the dissemination of TV programs has broken through the bottleneck of the original single form,and the audience has more independent choices for the viewing of the programs.The Internet integrated marketing communication mode can be adopted to enhance the communication effect of scientific TV programs.The age and education of the respondents had a significant impact on the cognitive and behavioral values,and the cognitive and behavioral values of the respondents with different incomes were also different.Therefore,the communication strategy of scientific TV programs should also be adjusted accordingly,and more diversified communication strategies of scientific TV programs should be customized according to different audiences.Finally,take the initiative to broaden the types of scientific television programs and change the traditional concept.It is hoped that it can expand the audience range for scientific TV programs and deepen the exploration in the dissemination of scientific TV programs.