RAP!CHINA The Strategy Of Niche Culture's Popularization

In recent years,with the development trend of Audience-Division,cultural consumption of "niche" has been rising day by day.The niche culture can not only maintain the pluralistic ecology of cultural production and consumption,but also satisfy the diversified consumption needs of the masses.At present,the network video platform in China has formed six camps based on Iqiyi,Tencent video,mango TV,Youku potato,Sohu video and music vision.Because of the fierce competition in the industry,the self-made variety show has become an industry trend.From the perspective of niche culture,variety shows are increasingly springing up.In 2017,the variety show,RAP!CHINA,which was produced and broadcast by Iqiyi alone,the program was put on line in only 4 hours to get hundreds of millions of times,followed by the hip-hop tide,which became the typical success of the mass spread of niche culture.But,the limitation of hip-hop and the lack of check on strictly of network variety show has lead to a huge bad social influence,which.Taking RAP!CHINA for research objects,from the angle of Methodolofy and the aspects of successful popularization strategies,this article uses the method of case analysis,content analysis,literature review and comparative analysis to analyze the popular communication strategies of the hip-hop.First of all,to construct the cultural connotation of the localization of programs,it's the cultural basis for niche culture's popularization.Strategies for cultural construction:first,the integration of local youth values into hip-hop culture;and two,the hip-hop music content reflects bad social phenomenon deeply.Secondly,to position the program precisely,it's the Prerequisite for the mass communication of RAP!CHINA.besides,In the audience positioning,it's vertical ploughing deeply on the young group;In the content positioning,it's on the use different and artistic methods to popular hip-hop culture;In the market positioning,it's succesful to realize the popularitation and commercialization of hip-hop culture.Thirdly,to design the program's form and content,it's the kay element for niche culture's popularization,because it can greatly expanded the audiences number.The content construction of program has two major strategies:one is to use the form which good for popularize culture to increase the entertainment,and another is to make high quality program content to satisfy user's needs.Finally,conforming the multiply media resource to do the marketing,that's an important way for niche culture's popularization.The skills including taking the resource's advantage of Iqiyi's platform to dig the commercial potential of the program,applying micro-blog and other social media to increase the intensity of the program and integrate business platform to expand the market space.In a word,deeply study for the four success aspects of RAP!CHINA,including cultural connotation construction,program positioning precisely,designing form and content and multiply media platform marketing skills,the article try to reveal its universal applicable value,and aim to provide a reference for the mass communication for niche culture.