"Moved China" Innovation Of Typical Figure Reports

Along with the development of the social environment, the media ecology and people’s ideas since1990s, tremendous changes have occurred in the objective condition, which was once in favor of reports on typical characters. Moreover, reports on typical characters have been bound by the traditional report idea and form for a long time, which results in the accumulation of many obvious drawbacks, such as the doubt, distrust and psychological inversion from the audience. It’s communicating effect and social influence is much more inferior to that of the peak period.Person of the year is a new type of typical propaganda model, emerged in recent years. Since2003, an annual program, which took "moving" as the theme and selected the top10news figures who has a noble personality in the last year as the main content, has appeared on the television screens in thousands of households. That is the brand program launched by CCTV---"Moved China" person of the year. In such a downturn period of reports of typical characters at present, the success of "Moved China" not only demonstrated the influence and appeal of typical character reports, but also provided a model of reference for improvement and perfection in terms of innovation in its content, expression and communication strategy. This article explores its success through in-depth research of "Moved China", with a view to find out some experience and inspiration of innovation and development of reports on typical characters.