McDonaldization Of "the Voice Of China"

In2012, a musical talent show named “The Voice of China”went into people’s vision, whichcreated high audience ratings the other programs were hard to reach and resulting in rethinking andtaking a fresh look at the idea of production of television programs at home and modes of creation.The existing research of “The Voice of China” focuses on the two aspects, one is at propaganda level,that is，“The Voice of China” the brand new idea of programs clarify unhealthy trend of the presenttelevision programs, spread positive energy, and succeed consequently. Another is at technical level,that is,to be on importation of template, separation between producing from broadcasting,cooperation of production team home and abroad, propaganda means etc.. The research of the aboveaspects explains the reasons why “The Voice of China” becomes popular. But there are very fewresearch about environment and conditions contributing to the successful “The Voice of China”.This paper taking the first season of “The Voice of China” as the research subject, break the“The Voice of China” into four parts of mode, tools, roles, presentation of program. Based on thetheory of McDonaldization by George· Recheall, this research paper analyzes the fourabove-mentioned parts by using the content analysis method and finds that “The Voice of China”really has four characteristics of Mcdonaldizaion--high efficiency, accountability, predictability andcontrollability whatever from view of importation of template, personnel selection, production processand later publicity strategy. Accordingly the paper reveals reason why “The Voice of China” ispopular results actually from the McDonaldization of the production of television programs. Besides,this research paper also finds varieties of irrational disadvantages exposed under rational control ofproduction modes of television programs of McDonaldizaion, for instance waster caused by race toimport modes, lack of consciousness of innovation caused by dependence on modes and shortness ofhumanistic concern. Therefore I think that we should be cautious to import templates. It is undeniablethat importation of modes ushers production of television of China into a new direction. But thedisadvantages, difference between Chinese and western cultures and the current situation on softpower of China should alert us. It is the fundamental source power of television programs only toexplore potential of our own to innovate.