Research On The Communication Of Competitive Reality Show "The Sound"

At the beginning of 2018,the country's first original sound glamour competition reality show "The Sound" with its unique voice creative,exquisite and excellent program production,and tribute to the classic cultural meaning,successfully broke through in the entertainment and homogenization TV reality show prosperous.At the same time of launching a new round of dubbing,it also injected fresh blood into the current TV screen,which promoted the development of TV reality show content in a diversified direction.The birth of "The Sound" is based on multiple social backgrounds.The multi-pronged policy regulations provide political orientation.Under the new trend of variety,the audience's aesthetic awareness and cultural consumption are enhanced and improved.The audiences are eager to seek new ideas and different things by rich motivation.Those make the dubbing culture as a niche art on the mass stage with the help of television."The Sound" vertically subdivides the "sound" content,positioning the program with "Original + Sound + Competition",packaging the program name,logo,title and ending,and combining cloud thermal imaging technology with dubbing art.In the third interpretation of the artistic charm,the simplification of the craftsmanship,and the return to the local heritage of the classic culture accomplish the program image,guest image and sound image.At the same time,the narrative strategies such as the composite perspective,multiple time and space,and suspense guidance of "The Sound" together constitute the communication system of its sound charm.From the perspective of narrative,the program combines the omnipotent zero focus,intimate and sensible inner focus,and objective and realistic external focus,to enhance the sensory experience with a composite perspective of omniscience and unknown;in narrative time and space,the program uses multi-dimensional audiovisual logic in linear time and space to set up a double space dialogue between the studio and the dubbing room.In the narrative suspense,structural suspense and excitement suspense complement each other.The total suspense of the big climax and many small suspense in the competitions step by step to advance the narrative process."The Sound" makes full use of TV platforms,video websites,social platforms and audio platforms for multi-screen matrix-type media communication: leveraging Hunan Satellite TV's traditional TV platform as the basic guarantee and strong support,through Mango TV and iQiyi two major video websites achieved secondary communication,and the social platforms such as Weibo and WeChat kept the topic hot.The official Weibo as the opinion leader made the star Weibo and the program Weibo realize the bundled marketing,and the WeChat push enhanced the user's viscosity,supplemented by the audio platform such as the dubbing show created a word-of-mouth effect in the interactive experience.In the face of diversified audience needs,"The Sound" used sound as a medium to teach and distribute knowledge in the dubbing performance.The program also used the celebrity effect to satisfy the audience's voyeurism and entertainment appeals.In the mimicry of participation,the role of transposition realized "personal experience",and realized the resonance and attribution of emotional sustenance through empathy and projection.Although "The Sound" is a well-deserved explosion,there are still some development bottlenecks.The balance between entertainment and professionalism in the text,the harmonization of targeting and diversification in the channel,and the organic integration of the youthfulness and integrity of the audience are worth discussing.Therefore,"The Sound" needs to differentiate and develop derivative programs,obtain long tail effect through big data means,use integrated marketing to extend the brand value chain,and stick to the original intention in winning the double harvest of word of mouth and ratings.