Research On The Communication Effect Of National Treasure

In recent years,with the improvement of cultural self-confidence and awareness in China,TV programs with the theme of promoting traditional Chinese culture have been produced one after another.The cultural and museum-based programs have thus entered into the public eye.Cultural and museological programs abandon the dullness of previous cultural relic explanation programs,and make up for the deficiency of over-publicizing economic value and ignoring cultural value in cultural relic identification programs.They focus on museums and cultural relics,take them as carriers,focus on exporting cultural and museological knowledge,and improve audiences' cognition of cultural and museological fields.National treasure is the face of the genre.Since its official airing at the end of 2017,both seasons of national treasure have seen soaring online ratings,high topic heat and overwhelming comments from netizens,and the content of the show has also aroused heated discussions among the public.In the current fierce competition of the video market,it is not easy for a program to have both enthusiastic broadcast response and the broadcast evaluation of the word of mouth explosion.In addition to the particularity of the theme of literature and blog,it is necessary to explore the communication effect and the cause of the effect.This paper is divided into five parts.The first part is the introduction,which explains the research background,research significance and literature review,defines the important concepts of the paper,clarifies the research methods used,and explains the innovation of this topic.Communication effect in the second part in the reference of the numerous research of literature,for the intent designed a probe wenbo show "national treasure" questionnaires communication effect,and distributed through the network in the form of a questionnaire survey,then using the questionnaire to make platform background analysis system and the SPSS 24.0 data analysis system of the questionnaire data to sum up,the methods of descriptive statistics and cross analysis,from three aspects: cognition,attitude and behavior to render the data.The third part analyzes the communication effect of national treasure on the basis of data presentation,mainly including four aspects: heat trend,cognitive effect,attitude effect and behavior effect.Through analysis,it is concluded that national treasure has achieved good communication effect,which is consistent with the network phenomenon.The fourth part analyzes the reasons for the good communication effect of national treasure from the perspective of communication elements,which can be summarized as four aspects: filling the cultural needs,integrating the communication platform,catering to the public preferences,and fine program production.The fifth part is to summarize the problems highlighted in the communication effect of national treasure,and put forward improvement measures so as to provide some references for the optimization of cultural and blog programs.Based on the existing data,the author finds that the overall audience attention of national treasure is remarkable,but the trend is declining.In terms of cognitive effect,the program has a good awareness and contact degree.The young male group with a high degree of education is the main audience group.Most of the audience's knowledge and watching are concentrated on traditional media TV and new media platforms,and the channels of knowledge and contact are highly consistent.In terms of knowledge acquisition,the audience can change the cognitive structure and gain effective knowledge growth through watching the program.In terms of attitude effect,most audiences are satisfied with national treasure,approve the program setting and expect more derivative blog programs in the future.In terms of behavioral effect,the communication of national treasure increases the audience's attention to the field of literature and museology,effectively guides the audience to establish museum visiting awareness,and attaches more importance to the cultural core of cultural relics.On the whole,national treasure achieved a relatively ideal communication effect,but there are still some problems: the ratio between entertainment and science and education is skewed,the audience participation is not interactive enough,and the audience viscosity needs to be enhanced.Therefore,it is still a long way to go for the future development of literary and blog programs.Summarize the dissemination effect of national treasure through existing data.Although the program has gained the wide attention of the audience and has a good awareness and contact degree in the cognitive effect,but the overall attention gradually declined.Highly educated young men are its main audience.Audiences' ways of knowing and watching are mostly concentrated on traditional media TV and new media platforms,and the channels of knowing and contact are highly consistent.At the same time,the audience can change the cognitive structure and gain effective knowledge growth through watching the program.In terms of attitude effect,most audiences are satisfied with national treasure,approve the program setting and expect more derivative blog programs in the future.In terms of behavioral effect,the communication of national treasure increases the audience's attention to the field of literature and museology,effectively guides the audience to establish museum visiting awareness,and attaches more importance to the cultural core of cultural relics.On the whole,national treasure has achieved a relatively ideal communication effect,but it also reflects some problems: skewed ratio between entertainment and science and education,insufficient audience participation and interaction,and audience viscosity to be enhanced.Therefore,the program needs to be further optimized according to the problems,so as to improve the communication effect.