The Research On Excellent Traditional Culture Report Of CCTV News Client

As the spiritual lifeblood of the Chinese nation,the excellent traditional Chinese culture is a cultural fertile ground rooted in socialism with Chinese characteristics and a prominent advantage in the development of contemporary China.In recent years,with the constant improvement of China's comprehensive national strength,the party and the country pay more and more attention to the culture,and put forward the cultural self-confidence of The Times.As the guide of social mainstream values,how to do a good job in the dissemination of excellent traditional culture in the era of mobile Internet is an increasingly prominent important topic.As the product of the transformation from traditional media to mobile media,CCTV news client has both the attributes of mainstream media and network media.It has both the powerful resource background of mainstream media and the flexibility of network media.It stands out in the all-media matrix communication of CCTV.Based on this,this paper takes the CCTV news client as the sample,and the reports about excellent traditional culture in the two years of July 1st,2016,solstice and July 1st,2018 as the content,to discuss how the new mainstream media spread excellent Chinese traditional culture in the era of mobile Internet.1008 related articles were compiled from two years' worth of daily reading.from the analysis of key variables,it can be seen that the CCTV news client has 42 reports per month on average,and the number of reports per month is related to whether there are traditional festivals in that month.The report genre is not much different from the traditional media era The topics covered are rich and diverse,and the proportion of material culture and non-material culture is balanced,covering all aspects of excellent traditional culture.The reading volume of the articles is generally on rise,the articles which related to national leaders is obviously higher than other topics.As a new mainstream media,CCTV news client innovates communication mode to attract the attention of the audience.First of all,in the agenda setting,it selects those contents closely related to modern times in excellent traditional culture,and explain the profound connotation while giving a new era.value.Secondly,Actively interact with social issues,close to life,close to the masses.At the same time,by using the mobile transmission characteristic advantage,use various visual elements flexible,innovate the report form to build characteristic brand culture.In the context of cultural self-confidence,by transform the excellent traditional culture resources into intellectual treasureand social advancement,the reports of CCTV news client,which have great significance to inherit the craftsmanship,stimulate the cultural consumption,promote the development of cultural industries,enhance the national image,foster the socialist core values has great realistic meaning.The downside is that the topic selection,style and communication strategies have not fully met the needs of audiences in the era of mobile Internet.