The Communication Strategy Of The Nation's Greatest Treasures From The Perspective Of Reception Aesthetic

In the current TV media environment and the new media environment,the audience's position in the process of communication is becoming more and more important.Only when the TV program meets the audience's needs and meets the audience's expectations can it be accepted by the public.This idea is consistent with the idea of reception aesthetics-taking readers as the center,emphasizing the "reader-centered theory" and paying attention to the subjective role of the readers in the process of reading."The Nation's Greatest Treasures",as a large-scale cultural program launched by CCTV,has opened up a road of localization and independent innovation.It combines two creative techniques,documentary and variety arts,to the shell of variety arts,the core of culture,and the temperament of documentaries.To create a whole new kind of The expression of Not only has the audience successfully received praise,but also provides a new way of thinking for the creation and cultural dissemination of cultural television programs in China.This article will proceed from the angle of Reception Aesthetic,respectively from "Horizon of Expectation" and "Response-inviting Structure",combine the program's own characteristics,from the audience angle to carry on the exploration,analyze its reason of success.And summarize the relevant experience: first,acting as a calendar Historical mission,tell a good story of Chinese culture;Second,strengthen the pre-publicity,build the vision of expectation;third,stick to the content for the king,pay attention to the form innovation;fourth,choose the right program host and guest;fourth,develop and utilize new technology to create a new program effect.In order to provide some reference for the innovative exploration of cultural television programs.