Research On The Spreading Strategy Of Traditional Culture Slow Variety Under The Background Of Media Fusion

From the end of 2016 to 2017,the emergence of many cultural programs,such as “Seeing the Word from the Face” to “Lang Reader”,has generated great repercussions in the society and caused a traditional culture-like slow variety show,which enables traditional culture to achieve innovative development in the inheritance,bringing viewers a different viewing experience for a long time,enabling the audience to gain spiritual enjoyment while acquiring traditional cultural knowledge..This article takes the traditional culture slow variety excellent program "Lang Reader" as a case,and based on the theoretical content of media fusion,develops the communication strategy research on traditional cultural slow variety show.This paper mainly analyzes the communication strategies of traditional cultural slow variety shows by case analysis and comparative analysis.The case selects CCTV's "Lang Reader" as the research object.The TV program communication strategy under media fusion mainly focuses on the communication organization dissemination of content,communication channels and other aspects.The author will conduct an in-depth study of these three aspects of "Lang Reader" and summarize the experience of the case in the communication strategy.At the same time,compare other traditional cultural slow variety shows in terms of organization,content and channels,so as to discover the problems in the development of traditional cultural slow programs,and propose to optimize the communication strategies of traditional cultural slow variety shows to help improve traditional media.The influence of the new media era.The first part analyzes the theory of media fusion and the traditional cultural slow variety show.It is found that the background of media fusion comes from the development of communication technology,policy background,economic background and cultural background.At present,scholars do not have a clear definition of traditional cultural slow variety shows.Most scholars have pointed out that the "slow variety" program is opposite to the previous competitive variety show.The rhythm of the slow variety show is much slower.The content focuses on the most realistic living conditions of the guests,pursuing a soothing,natural and real inner expression.The types of slow variety shows are mainly divided into: traditional culture slow variety shows,life experience programs,outdoor travel programs.Traditional culture-like slow variety shows are currently developing strongly,and many satellite TVs focus on such programs.The second part is mainly to summarize the causes of the traditional cultural slow variety show.The research finds that the main causes are the trend of the country's policy-guided programs,the development of the entertainment variety market gradually becoming tired,and the mainstream consciousness of the society to promote cultural confidence and audience.Cultural needs are increasing,media convergence provides platform advantages,and traditional media produces high-quality programming content.Based on the broad connotation of the theory of media fusion,the third part summarizes the three aspects of communication organization,content fusion and channel integration of Lang Reader.The integration of communication organizations mainly includes joint operations between organizations,internal departmental linkages,integration of human resources,and integration of practitioners' skills.The fusion of content is mainly reflected in the "Lang Reader" has a clear program positioning,the combination of guests and stars,the selection of texts pays attention to a variety of literary styles,pays attention to humanistic feelings,innovates the mode of the program,enriches the audio-visual elements.The integration of communication channels is mainly the expansion of online and offline channels,which is reflected in the development of the “Language Pavilion” offline activities and through various digital platforms such as Weibo,WeChat,video website,Himalayan FM,and Lang reader APP.Brand building focuses on multi-faceted marketing of advertising,word of mouth,people,products,and events.This paper also compares other representative traditional cultural slow variety shows,and points out the problems of traditional culture slow variety show communication strategies.These problems are mainly due to the backward operation concept of the organization,the shortage of core resources,especially technology,talents and funds;the lack of cultural connotation in the content and the lack of program creativity;the channel advantage of the organization is not obvious,and the brand awareness is lacking.The author puts forward corresponding optimization suggestions for the problem,which will provide reference for the development of traditional cultural slow variety shows in the future.It is expected that traditional media will accelerate joint development and leverage social resources in terms of organization;strengthen content advantages and create cultural products in terms of content;and channel needs to expand and build high-quality brands.