Research On Communication Strategies Of Chinese TV Welfare Program On The View Of Media Ecology Environment

The mass media becomes very important and meaningful when the mainstream values want a extensive dissemination in modern society.TV public welfare programs came into being under the background of the high intersecting and compatibility of TV form,it combines the TV media and public welfare and improved from the aspect of its audiences.From the aspect of media ecology environment,the Chinese TV public welfare programs is continuously carrying out its own cycle according to the law of ecosphere and exchanging material with energy in the surrounding ecology.The media ecology is divided into the external environment of media ecology and the intrinsic behavior of media ecology.The external environment checks and balances the survival and development of Chinese TV public welfare programs from political strategy,macro and micro economy and social culture and other aspects;at the same time,the intrinsic population behavior includes the structure and function of ecosystem,coexistence and symbiosis,niche differentiation strategy and so on,which plays an important role in regulating and exerting great influence in the internal mechanism of Chinese TV public welfare programs.The spread of TV welfare programs is not only to promote the positive mainstream value,but also to establish the ideological and moral consciousness of “public welfare”.But with the continuous progress and the deepening of reform,the TV shows gradually step into stability and maturity,due to the non-profitability and sociability of the welfare and the limit of the TV reality significance,it is well known for TV welfare programs to be hard to survive under the entertainment consumption tendency of TV culture background.In Chinese welfare program media ecology cycle,the TV show Waiting for Me produced by CCTV1,depending on unique and superior “new object incubating” “ecological differentiation” and many other ways,it has set up a high ground for TV public programs in recent years.Facing with the ecological environment and successful cases of Chinese TV welfare programs,TV welfare program workers should use the relevant theories of media ecology reasonably,looking for the differentiated “ecological niche” for TV shows,envisage “the survival of the species” and “the evolution of species" and help to establish harmonious and stable legal system and industry self-discipline mode.The future of Chinese TV public welfare programs is to follow the efficient “circulating food chain” and improve “toxic and spurious information pollution” with “healthy media products”.The establishment of “healthy media ecology castle” is the historical mission and social responsibility for Chinese TV welfare programs to farewell the cutthroat competition and the vulgar extravagance.