The Research On Cultural Memory Reshaping Of Original Cultural TV Programs

Based on China's national strategy of comprehensively reviving national culture and strengthening cultural soft power in China,this article focuses on the continuous innovation and positive social effects of original cultural TV programs since 2013,taking original cultural TV programs as the research object,using literature research method,case analysis method,text research method,individual interview method,etc.In the context of communication,cultural memory,semiotics and other theories,according to the logical thinking that ‘why reshape cultural memory-reshape which cultural memory-how to reshape the cultural memory-how about the purpose and effect of reshaping' the logical thinking,explore the current situation where this kind of TV programs reshape cultural memory and construct audience identification.This article will provide the useful reference for the further exploration and upgrade of cultural TV programs.The main body of this article is divided into five chapters: the first chapter first defines the concept of connotation and main carrier of cultural memory theory,cultural TV program and the original culture TV program,and then discusses the necessity of reshaping cultural memory from four aspects of political background,industrial regulation,cultural demand and academic advocacy.This chapter focuses on solving the issue of why original cultural TV programs reshape cultural memory.The second chapter combs the development process of the program from the rise to the bottleneck and then rises again,summarizes the broadcast patterns of the program from the knowledge competition to the reality show,and excavates the symbol types of the cultural memory resources in the programs such as language,behaviour,dance,music,etc.Particularly,this chapter put emphasis on solving the issue of which cultural memory has been reshaped by original cultural TV programs.The third chapter mainly discusses the first step of how the program reconstructs the cultural memory,that is,the activation of cultural memory by the program.Through the communication ritual where the guest contestants,audiences as well as experts and scholars interact;the artist techniques of intertextuality montage,defamiliarization processing and dual-channel communication mode;explicit and implicit reappearance these three aspects,the program awakens the audience's cultural memory.The fourth chapter primarily discusses the second step of how the program reshapes the cultural memory,that is,the reproduction of cultural memory by the program.Through the selection of topics,the tendency to highlight and the media framework endowed by the meaning;the subject of social culture,public service and external communication;the humanistic spirit,cultural nostalgia and the emotional call by storytelling expression these three aspects,the program combines the requirements of the moment to endow cultural memory with new significance,reconstructing the cultural memory of the audience.The fifth chapter,based on the reconstruction of cultural memory by original cultural TV programs in the first four chapters,mainly discusses the purpose and effect of reshaping,that is,the construction of audience identification.From the three dimensions of cognition,emotion and behaviour,as well as the three fields of cultural identity,national identity and market identity,the author comprehensively analyses the audience identification constructed by the program.Finally,according to leading the value orientation and exerting the responsibility of TV media;digging deep into the symbolic resources of cultural memory and enriching the theme of the program;using the media fusion and communication channels as well as strengthening the international communication these three aspects,put forward the future development path of audience identification constructed by the program.It can imagine that the original cultural TV programs will better undertake the inherit Chinese traditional culture genes,reshape cultural memory,construct audience identification,enhance cultural self-confidence and build a culture-powerful country.