Research On The Strategy Of Television Reading Programs’ Dissemination In China

When the traditional concept of reading was challenged in the information age, the TV producer made the choice of integrating media resources and opening up the forms of the programs to establish TV reading programs. The Reading Time which is the first TV reading program in China mainland was broadcasted in1996. The program aims at promoting and inheriting the culture to meet the audiences’spiritual needs. As a result, the program at first has gotten recognition and praise from journalism and audiences, and set off a climax of establishing reading programs in a short time. But not for long, each of the TV reading programs has collapsed because of various reasons. Nowadays, there are only a handful of TV reading programs in China. Therefore, it’s a deep question that why the road of Chinese reading programs was full of twists and turns compared to the prosperity of the programs abroad.At present, there’s not any systematic research and related monographs about TV reading programs. Based on the former research results, this thesis would provide some communication strategies for reference for TV reading programs. This paper mainly contained the following aspects:First, the introduction mainly introduces the origin and significance of this thesis, research status about TV reading programs and research methods and the innovation of this paper.Second, the section briefly combs the development history of TV reading programs which make us have a clear understanding of the history and current status of TV reading programs. Following the time venation, this thesis sorts the forms of the TV reading programs.Third, the section gives a comprehensive and deep analysis to the Eight Minutes Reading from Phoenix TV. Throughout the pattern of case study and the method of text interpretation and questionnaire survey, this section analyses the reason for the success of the program in order to provide references and lessons for the constraints of the program. Fourth, the section explains constraints of the difficulty of Chinese TV reading programs from external cause and internal cause, including not only environmental factor, but also the reasons for the unsatisfactory communicating effect.Fifth, aimed at the development dilemmas of reading programs, this section puts forward some communication strategies for reference in order to obtain good communicating effect and media influence.Sixth, the conclusion summaries and reviews the previous discussion and research, and pointed out shortcomings of this thesis.