Storytelling Strategy Of Science And Education TV Program

In recent years since Chinese television columns has become market-oriented, science and education TV programs have undertaken higher pressure than before. Some of them even face with the threat of being eliminated. Thus, TV programmers of these TV programs endeavor to explore effective communication methods. Among some success attempts one is to adopt a new narrative strategy—storytelling in practice, which turns out to be effective in promoting science and education TV programs.This paper focuses on the storytelling narrative strategy of Approaching Science program, a successful forerunner in popularizing science through telling stories. Taking this as a pioneering and successful case, it's hoped that some regularities can be drawn. Therefore, the present study tries to summarize the characteristics and rules of the narrative approach of Approaching Science. In order to achieve this, the following steps have been taken, namely studying cases, interviewing programmers and doing text analysis. Generally speaking, the main findings of the thesis are: First, Approaching Science has become more attractive to its audiences since logical argumentation has been replaced with dramatic stories in program-making. Secondly, through describing distinctive characters, showing dynamic development of events and designing elaborated suspense, Approaching Science has formed its own narration style while popularizing science. Therefore we come to the conclusion that storytelling narrative approach can also be adopted by other science and education TV programs, which can improve communication effects of these programs, on the premise that scientific rules are observed and that audiences'needs are satisfied. The innovation of this study lies in its study perspective, that is, to analyze narrative strategy under the framework of mass communication and science communication.