Research On The Communication Strategy Of TV Public Welfare Program "Waiting For Me"

With the rapid development of society and the constant changes of the times,the TV media not only participates in all major social changes,but also exists in all aspects of people's lives.As the main force in the development of public welfare communication,TV media has innovatively integrated the cause of public welfare into TV programs,and television public service programs have emerged.Due to its wide audience,strong audience participation,convenient viewing style and diverse forms of expression,TV public service programs have attracted more attention from the audience.The public welfare activities organized by TV stations across the country have gradually increased,and a large number of new forms of TV programs have been added.It has emerged that TV public service programs are one of them and have been widely adopted in the development process.In recent years,a TV public welfare program that has received the most attention and has a good audience rating and social resounding degree is the "Waiting for Me" broadcasted by CCTV on April 15,2014.As a public welfare tracing program,it closely focuses on public welfare.The theme of tracing people completes the public welfare task of the program by borrowing from the media,borrowing from the government,and seeking help from the people.The concept of public welfare is refined and deepened into the hearts of the people,thus helping the audience to establish a correct concept of public welfare and foster conformity.The public interest awareness of the trend of the times and the mainstream value of society.The "Waiting for Me" program has truly implemented the concept of public welfare communication,so it is worthy of in-depth study and discussion.This thesis takes "Waiting for Me" as the research object,and studies its communication strategy.It is supported by the related concepts and theories of public domain theory,education theory,agenda setting theory and coding and decoding in communication,through the main body of the program.Research on the three aspects of dissemination of content and media,explore the communication strategy of the program,and on this basis,expound the enlightenment of TV public welfare programs in China.