| Under the environment of media fusion environment,television,as an important media,it must avoid its own own shortcomings in the production and marketing of programs,and choose the development strategies and approaches suitable for the whole era.In the case of aesthetic fatigue in outdoor reality TV shows,cultural variety shows appear quietly in the Chinese television programs like a breeze,which has received a warm attention by the social people from all walks of life.In order to obtain greater social and economic benefits in the market,undoubtedly,it become the prey of the big satellite TV competition.There are also some disadvantages in the Cultural variety shows in the development process which are mainly manifested in the phenomenon of program production and the disruption of the internal cultural transmission within the program.This dilemma is mainly due to the combination between the media convergence environment and the violation of the program publicity strategy.In the context of media integration,the development and communication status of cultural variety shows in China will be comprehensively analyzed under the background of the topic "study on Communication Strategies of current Cultural Variety programs",and exploing the communication characteristics and communication strategies of cultural variety programs in the context of media integration environment.The article is divided into five sections:the first plate is introduction.From a macro perspective,this paper analyzes the background,purpose,significance and methods of the "study on Communication Strategies of Cultural Variety programs in the context of Media Convergence",which leads to the seriousness of the research topics,and combs the current research situation.The second plate,through the basic definition of cultural variety shows and the characteristics on the current popular TV programs,we can findout the present situation of cultural programs creation from the essence of program creation,laying a good foundation for the next research on the current situation of communication.The third plate,"the interpretation of the current situation of communication under the background of cultural variety show media integration.".It will carries on the comb and the summary from the cultural variety show connotation definitionand the present active cultural program type,.At the same time,we should not forget to analyze the external factors of cultural variety programs from the whole communication environment.On the basis of analyzing the current situation of the traditional TV program communication under the background of media convergence,this paper analyzes the communication characteristics of the cultural variety show,then verifies the violation between the media convergence background and the formulation of the program communication strategy.Its characterization shows that:First,the lack of a deep understanding of the "media convergence environment";Second,the media convergence environment is complex and the standard of program communication strategy is confused.The forth plate "Cultural variety show communication strategy dilemma analysis".The fifth plate "Cultural variety show innovation communication strategy".In this paper,the author will further analyze the conclusions of the previous research.Every aspect of The cultural variety show will be spread in three-dimensional dissemination,and then strives to develop the media fusion background under the renewal dissemination and the development strategy to the maximum extent.With the rapid development of science and technology,new media is constantly entering enter the public view,the convergence of media environment brings not only the changes of people's way of life and cultural development,but also has a huge impact on the current media internal ecosystem. |
