Study On The Communication Characteristics Of The TV Variety Show In China

It has been thirty-one years since the birth of the Spring Festival GalaEvening in1983. In the three decades of reform and opening-up, the TV VarietyShow, represented by Spring Festival Gala Evening, has made great progress inChina. It has gradually grown into a mature television program type withChinese characteristics while bringing solace to the audience during the years ofentertainment hungry, as well as guiding the social atmosphere and promotingthe social positive energy.Although Chinese TV Variety Show plays a significantrole in spreading national culture, delivering social care, and promoting moralethos, it is inevitably on the wane and facing many predicaments. The commonproblems are its excessive quantities and low quality. Under the new situation ofculture development, it is necessary for us to continue the study and explorationof the issues, such as how to increase the depth of the evening, how to endowmore cultural connotations to the evening, how to make the evening loved byaudience, and how to build a greater brand value for the evening, etc.In recent years, some Chinese TV variety shows do well in all aspects, suchas the CCTV Spring Festival Gala Evening, the Lantern Festival Evening, theMoved Chinese Person of Year Awards Evening and the3.15Evening. It is ofgreat promoting effects for the healthy development of Chinese TV Variety Showto Choose these evenings which contain representative significance as theresearch objects, study their propagation characteristics and strategies in theperspective of communication, so as to put forward some improvement adviceson the basis of analyzing their existing problems.Firstly, based on the the results of previous studies, this paper gives adefinition to TV Variety Show in the perspective of culture and communication.According to their different expressions, Chinese TV Variety Show can bedivided into two categories: the TV Variety Show and the TV Awards Show.Secondly, it has multifaceted communication functions in politics, cultureand society aspects;Propagation characteristics comprehensive guide, times andlaid the whole tone of the TV variety show, a TV show to be oriented correctly,tastes, and times.Thirdly,the spread advantages of TV Variety Show are tremendous obvious.First,the communication themes of highly attention and the communication platforms with obvious advantages make TV Variety Show more dominant thanother television programs in communication; Second, the participation of superstars and grassroot characters enhances its civilian color, thus its communicationeffects become more prominent; Third, a favorable audience basis ensures itshigh audience ratings and lays a superior foundation for its economic benefit；Fourth, a variety of technical means and channels of communication to providesupport for the party spread, increased contact with the audience.Finally, Chinese TV Variety Show has the drawbacks of lacking innovationon dissemination content and form, etc. They mainly reflect in the fuzzydissemination objects, inaccurate audience targeting and bad interactivefeedback effect. The major improvements are as following: First, to grasp thecorrect relationship between the entertainment effects and communicationfunctions of the evening; Second, to filter dissemination content in theperspective of audience’s needs; Third, to innovate expression forms in theperspective of multicultural integrated communication; Fourth, to adaptinternational standards in the industrial mode of operation.