Research On Audience Perspective Of Uses And Gratifications Of Social Educational TV Program "Voice"

General Secretary Xi Jinping has noted at the report delivered at the 19 th National Congress of the Communist Party of China that “A nation will prosper only when its young people thrive”.The television should play a social educational role in cultivating young people.As for TV programs,the social educational TV program,whose basic social function is education,is responsible for the spread of the scientific and cultural knowledge to the whole society and the social educational function to cultivate public's moral sentiments,play an important role in the process of improving the people's scientific and cultural literacy.The thesis has chosen the social educational TV program titled Voice as the research object.The Voice program is jointly produced by the CCTV-1 and Vivid Media.The program invites the “role models of Chinese youth” as guest speakers to share their inspirations toward the livelihood and life for the purpose of nourishing Chinese youth's souls.The thesis consists of five parts.The first part is the introduction,which focuses on the research background,research significance,research status review,research methods and theoretical basis,etc.The second part has illustrated the concept,development process of the social educational TV programs,researched the social educational TV program titled Voice by analyzing the program overview,program contents,program forms and program characteristics of Voice.The third part,on the basis of “uses and gratifications” theory,has conducted in-depth analysis on the basic features of its audiences,use behavior,use motivation and audiences' use satisfactions of Voice through research methods such as questionnaires and in-depth interview.The fourth part has analyzed the communicating effect of Voice on the social education,and finds that the communication effect of the program is reflected in the aspects of deepening the understanding of the young audience,triggering in-depth thinking,enhancing the young audience's sense of positive and enterprising identity,and inspiring the young audience's behavior of inspiring and enterprising.The fifth part,based on the previous research results of the thesis,proposed reasonable suggestions.Suggestions are put forward from expanding channels,continued innovation.The author of this thesis hopes the thesis can provide some references for the development of such programs to advance the better development of the social educational TV programs,and meet the demand of audience.