Traditional Culture Meets Young Users:research On The Spread Of The National Treasure On Bilibili Website

Chinese excellent traditional culture is a unique spiritual wealth engraved with the national brand after the development of the Chinese nation for thousands of years.Before the advent of the Internet,television became the main channel for traditional cultural communication with its vivid communication mode and wide acception.However,with the changes of the times,the rise of young users,the change of audience media using habits,the severe loss of TV viewers and the traditional culture that took TV as the main dissemination front has gradually moved away from the social life of contemporary people.In 2017,the General Office of the CPC Central Committee and the General Office of the State Council proposed that“Implementing the inheritance and development project of the Chinese excellent traditional culture is a major strategic task for building a powerful socialist cultural country.”And considered “ Nourishing Literature and Art Creation ” as one of the seven key tasks,and put forward new requirements and tasks for the dissemination and inheritance of excellent traditional culture in the new era.As the mainstream media of China,CCTV is committed to exploring possible ways to integrate excellent traditional culture in China into TV programs in response to the call of the party and the government.CCTV successively launched multiple original cultural variety shows,such as The Chinese Poetry Conference,The Letters Alive and The National Treasure,and it has set off a wave of promoting traditional culture.Among them,The National Treasure is positioned in the "large-scale cultural relics and museum exploration program" and create a new expression with the core of culture,the shell of variety,and the temperament of record to meet the dual needs of young people for knowledge and entertainment.In addition to the TV media,the program has created a major network play platform on the Bilibili which is a barrage video website for young users.By March 31 th,2019,the official account of the program has gained 683,000 fans.The broadcast volume of The National Treasure(first season)reached 20.166 million,and the broadcast volume of The NationalTreasure(second season)reached 22.489 million.The National Treasure became a successful example for cultural variety shows to spread to young users.This paper takes the first season of the National Treasure as a research object and analyzes the communication characteristics and success of the National Treasure among younger generations of users in order to bring some inspiration to the same type of program to attract young users.First of all,the first chapter analyzes the communication characteristics of the National Treasure on Bilibili from four aspects:communicator,content,communication channels and communication objects,helping readers to understand the spread of the National Treasures on Bilibili,and also for the study of the National Treasure laid the foundation for the dissemination of Bilibili.The second chapter is the research design based on the audience of the National Treasure.It introduces the process of text analysis and deep interview design and implementation,and summarizes the feedback of the audience.The third chapter analyzes the communication effect of the program on Bilibili from the cognitive level,the attitude level and the action level according to the theory of "three levels of communication effect",and analyzes the change of cognition,attitude and action generated by the Bilibili's users after watching the program,and finally found the positive impact of the program on users of Bilibili.The fourth chapter is based on the dissemination characteristics and user feedback of the National Treasure on Bilibili to provide reference suggestions for the effective spread of similar traditional cultural programs in the young user community.