The Study On Network Variety “The Rap Of China” For Localized Operation Of Pop Music

With the speeding up of the process of globalization and increasing defamiliarization effect,the network variety with multiple significance and foreign subculture subjects comes into view and gets some development in the short run,which reshapes youth values,builds cultural confidence and promotes national development of the tertiary industry.However,this kind of variety is becoming a sensitive topic after the hot rap show “The Rap of China” criticized by major media and ordered to cease.Meanwhile,there are growing concerns about the phenomenon of cultural localization.At the same time,another homologous and similar program “The Rap of China” is actually going to start.On the basis of changing the “cultural stereotype” of rap music,it promotes the cross-cultural communication of Chinese culture and forms a good situation of two-way cultural export at home and abroad.Therefore,in the face of the proposal of national cultural power strategy and the emergence of foreign subculture theme network variety shows,this paper focuses on the case “The Rap of China” that the academic circle has not paid enough attention,by means of studying the program's localized operation of rap music,in order to explore how it can mainstream rap music's value connotation and obtain the local audience's cultural identity.Finally,it turns out to be a rap music network variety that adapts the Chinese national condition,enriches socialist culture with ethnic characteristics.After watching the program,looking up the literature and the image data,interviewing people associated with the program,the thesis is divided into five parts: the first part describes the background,research status,research significance and value,research methods and innovation;The second part presents the evolution of rap music and domestic rap network variety.Chinese rap music has been developing slowly until now.Facing the new opportunities and challenges,Chinese rap music should take advantage of online variety resources and learn from the development models of American rap music;The third part and the fourth part make use of the knowledge of subculture theory,film and video,respectively from the perspective of production and marketing communication to carry out a comparative study on the text of “The Rap of China”and “Hip-hop of China”.Compared with the latter,the style presentation and music creation of China's new rap has a distinct Chinese colour and ethnic flavor.And the multi-dimensional marketing and communication strategy implemented by the program also cut into the viewing motivation and desire of domestic audiences.Finally,through the local operation,“The Rap of China” has realized the local expression of rap music;The fifth part,based on the summary of the full text,summarizes the shortcomings in the localization of rap music in China's new rap,and proposes some considerations on further enhancing the affinity of cultural interaction and cultural trade competitiveness.