Research On The Creation And Communication Of CCTV Cultural Variety Shows

In recent years,a number of cultural variety shows,such as “The Chinese Poetry Competition”,“Letters Alive” and “National Treasure”,have been emerging.They stand out in the screen full of entertainment reality shows,and have gained both public praise and audience ratings,becoming a clear stream to enrich the audience' s spiritual world.Among them,CCTV,as a state-level media,shoulders the cultural responsibility of inheriting and carrying forward the fine traditional Chinese culture and enhancing the cultural confidence of the Chinese people.It has produced a series of well-produced and elegant cultural variety shows,which have attracted wide attention from all walks of life.In order to study the development trend of culture variety shows,and offer reference for program innovation and development,based on the variety show on CCTV culture as the research object,focuses on the characteristics and transmission mode,the variety show on CCTV broadcast since 2013 as the data support,combining the theory of narratology,communication,marketing and so on,using the method of literature research,content analysis,case analysis and so on,culture of our country has carried on the overall development to explore variety show,summarized variety show on CCTV culture stage of development and existing problems,and shows the main characteristics of the creation and dissemination,In order to provide enlightenment for the future development of cultural variety shows.According to the research,cultural variety shows,as a type of programs born from the integration of cultural TV programs and variety shows,are influenced by policy guidance,demand change,market evolution and other factors,and have gone through the stage of imitation and reference and the stage of innovation and integration since their emergence in 2013.The development of CCTV's cultural variety shows shows two characteristics:the program model changes from imitation to innovation and integration,and the program content changes from knowledge popularization to cultural exchange.The creative characteristics of CCTV cultural variety shows are mainly reflected in the program content with cultural inheritance as the core,the program form of story-telling and the program production of creating scene experience.In terms of communication mode,CCTV cultural variety shows pay attention to audience status,expand distribution communication channels in an allround way,and adopt diversified and integrated marketing communication strategies.In view of the innovative development of cultural variety shows,the programs can be practiced from the following three aspects:using big data to accurately locate the audience,creating differentiated production of original content,and establishing brand image to expand the cultural industry chain.