Cultural Expression And Communication Strategy Research Of Cultural Variety Programs

With the rapid development of China's economy,people's demand for spiritual culture far exceeds the demand for material culture,and gradually becomes an indispensable part of their daily life.Under the current impetuous background,the cultural variety show takes the spread of social virtues and the promotion of socialist core values as its duty.Therefore,television media plays an important role in educating,motivating and guiding the people.The wide spread of cultural variety shows is gradually improving the production mode and production pattern of Chinese TV program content,making the TV program environment more "clear."This paper mainly takes the cultural variety show as the research object,and takes the "Chinese Poetry Conference","The Reader" and "National Treasure" broadcasted on the CCTV platform as examples,combined with the relevant theories of communication studies for analysis and interpretation.Firstly,it starts from the background,function and status quo of cultural variety shows,and analyzes the cultural orientation of cultural variety shows from three aspects: traditional culture,mainstream culture and popular culture.Then it mainly analyzes and summarizes the main modes and characteristics of the cultural expression and presentation of cultural variety shows.The focus is on ritualization,integration,and verticalization to analyze the communication strategies of such programs.In the ritualization strategy,including the establishment of the program on the scene of the program,the establishment of the sense of form and the presentation of the sense of the ceremony.In the integration strategy,including making full use of the advantages of new media,social interaction,and improving the audience's higherstickiness;digging deep into the content resources of the program to carry out fragmented communication;network integration,simultaneous online and offline communication,Make the communication channels diversified.In the verticalization strategy,including the deep mining of program content;the domain of the expression form;the precise positioning of the audience and so on.Finally,analyze the strategic positioning of cultural variety shows: from the height of national strategy to reflect cultural self-confidence;from the perspective of social development to achieve cultural integration;from the level of media practice to highlight media responsibility.And put forward a few specific innovative development suggestions for such programs: content innovation,formal innovation and communication channel innovation,in order to provide reference and inspiration for the better development of the same type of programs in the future.In today's fierce social competition,people have to get used to the stressful,fast-paced life.Although some reality shows and comedy shows have decompression effects,the audience will inevitably generate new demands in the “ excessive entertainment ” environment for a long time.This provides a broader space for the development of cultural variety shows.The cultural variety show is about to usher in a new round of enthusiasm.In a deeper sense,it is a return to value and provides a richer nutrition for the audience.