TV Communication For The Culture Of Chinese Characters

Since the summer of 2013, the two programs of "Chinese Spelling Hero" and "Dictation Assembly of Chinese Characters" have launched a fierce focus on the writing of Chinese characters and the traditional cultural heritage. According to the audience rating and clicks ratio, it is found that, currently, the traditional culture and self-copyright TV program still have their influence and markets. However, due to the serious crisis of the traditional culture for such a long time, how to inherit the traditional culture via the TV program which is one of the most popular media is becoming an essential issue.The crisis of the Chinese characters represents one of the current crises of the traditional culture in essence, thus, it needs to be addressed urgently. As one of the mass media, TV programs can provide a feasible path for the revival of the traditional culture. However, due to the serious market competition, TV programs also have some problems, such as the excessive entertainment, the serious homogenization, the lack of creation and innovation, and etc. In this case, some TV programs which are based on the Chinese characters and the traditional culture are creative and innovative, which, of course have brought tremendous new vitality to the TV program field. Therefore, the TV programs which are based on the dictation of the Chinese characters have been born and developed in a blossom way.According to the context of the program, the dictation of Chinese characters TV program is a narrative text, which includes some topics like growing up, competition and personality, and flexibly uses the narrative techniques including narrating from the beginning, narrating from the end and narration interspersed with flashbacks.These programs can also convey the elite discourse, the national discourse and the public discourse via the discussions from the judges and audience. From the characteristics of the propagation, the core of these programs is the dissemination of the interactive communication, and this reflects the development trend of the convergence of the Internet and TV programs from the program manufacturing and its spreading way.According to the reaction from the audience, the needs and motivations of the audience when they watch these TV programs includes the growth of the knowledge, self-assessment, self-actualization, cultural identity as well as entertainment. The audience also have three different positions on these programs which are self-dominance type, mutual-consultation type and veteran dissident type. In addition, these programs could result in some hot topics easily, which is a virtual reflection of the setting of mass media, and it can also demonstrate the interaction and mutual influence among the policy agenda, the media agenda and the public agenda.Currently, these programs still have some issues to be solved even they have been developed prosperously. For example, these programs enlarge the knowledge gap in a certain extent; the propagation of the Chinese characters could probably be alienated due to the popular of the consumerism; the writing of Chinese characters also have some limitations in the propagation via the TV programs by comparing with PINYIN characters. Therefore, in order to develop these programs sustainably, it needs to use the new media to construct a more extensive participatory culture which need to combine the competition feature and the audience experience of the original program, and to extend the content into poetry, idioms, twisters, etc. so that it can form a diversified program.