The Analysis On Positioning Of TV Parent-child Reality Show

With distinctive characteristics of social "public instrument", mass communication should play a role in spreading information, dealing with the environment and helping to adjust the status both in body and mind. Based on a better implementation of spreading information and dealing with environment, the public also expect that the mass communication could make the effect of "adjusting the status both in body and mind" and meeting the public’s needs of the spiritual and cultural life. Therefore, it is a very important way for the TV station to make TV reality show that integrates "public subjectivity" and "public opinion guidance" to fulfill social responsibility, attract spectators and expand its own influence. The prosperity of TV reality shows make it become a beautiful scenery line in the television communication, among which the TV parent-child reality show "Daddy, Where Are We Going" of Hunan TV has obtained great audience rating. It not only expands the social influence of the media itself, but also leads the whole society to rethink realistic problems such as parent-child education and family education, which means achieving both social and market benefits. However, how to use positioning theory to identify the target audience from the public and make public communication as the real "sub-public communication", TV parent-child reality show still needs further researching.Through literature review, we find that the studies on TV parent-child reality show have not been involved in the problem of positioning. And he accuracy of positioning is actually the key to improve the audience rating of TV program.Based on the definition of TV parent-child reality show and positioning, this paper introduces the concept of positioning theory and its core content of its usage. Using case study method and literature research, by tracking "Daddy, Where Are We Going", we think that TV parent-child reality show takes on beneficial exploration in the practice of positioning management, such as valuing the environmental analysis of column positioning, highlighting the social value of column theme, fulfilling the needs of the target audience, meet the needs on education theory and method of the audience, pursuing the unique of program form and narrative style and so on. But there are also many problems need to be improved, such as the vagueness of principle locating, the lack of positioning character of the column’s content, the deviation of education effect from the theme content, the dislocation of the leading roles, the disjointing between stakeholders and the column location, the improper selection in guest and so on. The improper positioning management influenced the social utility of TV parent-child reality show.Through analyzing, this paper argues that the cause of improper positioning management of TV parent-child reality show is primarily at the concept level, namely, lacking the idea of TV positioning, lacking the consciousness of innovation, regarding the audience rating as the highest principle, ignoring the feeling of the target audience, paying too much attention on economic benefits and relying too much on the creator in chief. The core problem is the lack of system integration.Concerning the problems on positioning management of TV parent-child reality show and the causes, from two dimensions of theory and practice, this paper puts forward to the way to enhance the positioning scientific train of thought of TV parent-child reality show. That is, under the premise of creating the positioning paradigm, to design the practical path of reinforcing positioning of TV parent-child reality show, including clarifying the positioning principle and target, capturing the target market and target audience, highlighting the theme and features of the content, strengthening the stylized thought of the column and adjusting the program positioning according to the interactive feedback, trying to enhance the accuracy of the positioning of TV parent-child reality show to make it better play its role on making social effect.