The Study On Acurate Communication Of House Of Cards

"House of cards" is a political television series which describes a story happened around the US Congress and the White House。Since it launched, it has attracted many fans and won a good reputation。Pepole asstributed its success to Big data, so it is called "Customization drama which used Big data"。"House of cards" raised a wave of discussion within academia and industry, pepole talked about the future of the television industry and the change of media ecology bringed by Big data enthusiastically。So I use it as a case, through the case analysis which analysed its successful audience targeting and accurate communication, try to start from specific case, use communication theory which studies about audiences to analysed how to use data that unearthed by Big data to fix the audience targeting of media products in order to achieve accurate communication that as if it has "tailored" its audiences。The first chapter is an introduction, its explained the background and significance of this topic, the subsequent literature review mainly related to four aspects:Big data research, original online program research, accurate communication research, "house of cards" research. The second chapter mainly described the background that "house of cards" spread, combing the change process and the concept of evolving changes from the mass propagation to accurate communication, and defined " accurate communication" within communication theory.The third chapter mainly studied the production mechanism of "house of cards", it outlined its production and broadcast mode, the production process which used data, and the deep cooperation with the traditional Film and television industry. The fourth chapter elaborates the accurate communication method of house of cards", summarizes its accurate communication mechanism and the meidia communication ecological change brought by it on this basis.