Construction And Communication Of White Temple Village By"Dad,Where Are We Going"

"Dad, where are we going" is a reality and interaction show between dads and children at Hunan TV. Since the first broadcast, the program has received a high audience rate nationally. The White Temple Village in Pingjiang County, Hunan Province was the main shooting place of the ninth and tenth periods, and the city audience rate of the tenth period was5.3, the highest among12periods of this program. As a result, the image of White Temple Village was presented overnight in front of numerous audiences. Before the program was broadcast, White Temple Village was exclusively known by a small number of local people. After that, however, this village has gained a wide reputation and witnessed a geometrical increase on tourists. This village has obviously changed from a self-consistent village into a glorious scenic spot. So the program has imposed a huge impact on villagers’ life and receptors’ consumption.The globe has progressively changed from "the accumulation of the goods" to "the accumulation of spectacles" and TV media is the main subject to dominate spectacle industry. In industrial age, goods existed due to their usefulness. While in media age, goods should be visible to appeal to consumers."Dad, where are we going" utilizes distinct spectacles in sociological term, such as bamboo forest, reservoirs, brooks and bamboo rice, which creates a image of " China’s most serene village" and broadens the scale of its influence with "celebrity effect".The spectacle this program created mainly casts influence on three subjects. The first group of subjects are the audiences, mostly manifesting on the spectacle consumption. Since the broadcast of the program, more and more audiences go to the White Temple Village as tourists. The reasons of their identity change lie in three aspects:1) the need of the self identity acknowledge.2) the impulse of conspicuous consumption.3) the endless desire brought by TV programs.The second subject is the White Temple Village itself. Even though the real village is not identical to what has been shot and broadcast, the tourism and economy is still been greatly improved. However there are two disadvantages for the White Temple Village as a spectacle consumption spot:1) the program is the only dominant element.2) the tourist resource is limited.The third group of subjects are the villagers lived in White Temple Village. Villagers choose to protect or damage the spectacle according to their amount of profit. In order to achieve their purpose, they even damage the spectacle as a threat. Meanwhile, there are a great number of migrant workers choose to come back to village and make their fortune here at home.