The Probe Into The Return Of The Publicity Of TV Talk Show Based On The Change Of Dialogue Program Of CCTV

This article take the public of mass media as the theoretical foundation of research,and choose the program of Dialogue as the research object to analysis the change of topics, guests, position and function over the past13years combining with the form of interview to complete the research.The main content of this paper include the following aspects which is the definition of the public of mass media research, the evolution of the publicity of TV in China, the quantitative analysis of the Dialogue publicity. On this basis, the article analysis the publicity of TV talk show program and point out the impact factors, then make two suggestions on how to improve the public of TV talk shows.The conclusion of this paper include the following aspects:After years of development of television media, the publicity of media is moving towards lost. At the same time, the publicity of talk show is returning to nature. The changing reason includes both the needs of the audience in the transitional period of society and the endogenous motivation of the program development. Essentially, the nature of TV talk show program publicity is the competition among with political identity/social identity/media identity and commercial identity. Keeping the four identities in balance is the crux of the matter.The innovation of this article lies in the extension of the media publicity problem into the period of talk show, combining with the changing and the development of Dialogue, concluding the evolution process of media publicity, in order to give some suggestions to the media publicity.