A Study On Influencing Factors Of The Internet Communication Effect Of The "Chinese Bridge"

"Chinese Bridge" is an important export of Chinese culture to the outside world,and also an excellent cultural product to enhance Chinese cultural self-confidence.How to face the collision and competition of various cultures in the world and the whole network,how to satisfy the preferences of network audiences through program production and promotion,and how to achieve better network dissemination effect at home and abroad are the key issues facing the "Chinese Bridge" program.Therefore,through comparative analysis,analytic hierarchy process(AHP),DEMATEL method and other methods,this paper establishes an evaluation system to measure the network communication effect of "Chinese Bridge" program,analyses the key influencing factors,the relationship between each influencing factor and the process of effect generation,and then puts forward the optimization strategy of "Chinese Bridge" program network communication.The specific points of view in this paper are as follows:Firstly,the overall effect of network communication of "Chinese Bridge" program is poor,and the network audience's cognitive,attitude and behavior data are not good.Compared with CCTV cultural programs,there is a certain gap,and there is also a big gap between overseas and similar programs.Secondly,the program production,program propaganda and media of "Chinese Bridge" program are the important factors affecting its network communication effect,and the main body and environment of communication also have certain influence on the effect.Among them,the diversity of test questions,interesting form,media universality and publicity attraction are the most critical factors.Thirdly,the main shortcomings of the "Chinese Bridge" program lie in the lack of cultural and linguistic proximity to overseas audiences in content;the excessive emphasis on entertainment in propaganda and the lack of dissemination of knowledge and cultural content;and the inadequate exploration of network platforms in media,especially the neglect of overseas media.Lastly,in order to improve the effect of network communication,the "Chinese Bridge" program should adhere to the cultural standard,dilute the star and entertainment factors,pay attention to the diversity of content,enhance interest,broaden the channels of network communication,and tap the overseas network communication platform.At the implementation level,the "Chinese Bridge" program should focus on the improvement of the influencing factors of the network communication effect,and focus on optimizing the key influencing factors.As far as program production is concerned,"Chinese Bridge" program needs to strengthen the integration of Chinese and foreign cultures,enhance internationalization in competition questions,competition system,program guests,and translate the English version of the program.As far as program publicity is concerned,the "Chinese Bridge" program needs to enhance media universality and content knowledge,make full use of social media,take into account the market demand at home and abroad,and win the audience by using the attractive form of publicity.Generally speaking,the "Chinese Bridge" program is in a weak position in the domestic and foreign cultural program market,and it is difficult to achieve the goal of disseminating excellent Chinese culture ideally.In order to change this situation,the "Chinese Bridge" program needs to take into account the market demand at home and abroad,and simultaneously improve the ability of program production and network communication.