Innovative Research On Cultural TV Programs From The Perspective Of Mass Communication

The report of the 19 th CPC national congress pointed out that to uphold the socialist core value system,we must better build the Chinese spirit,Chinese values and Chinese strength and provide spiritual guidance to the people.The media,as the main force of propagating ideology and culture,should not be indulged in the environment of "entertainment to death".They should shoulder the responsibility of the media,do a good job in public opinion guidance,and build a positive and healthy cultural environment for the public.Since 2017,China's cultural TV programs have seen a spurt of development,with national treasure,Chinese poetry conference,the reader and other cultural TV programs appearing one after another.Starting from the mass communication theory,this paper specifically analyzes the characteristics of national treasure in terms of communicator,communication process,communication mode,communication object and communication effect.It is found that the selection of hosts,guests and commentators of national treasure is in line with the theme of the program,and its status in the program has changed.In the process of program communication,attention should be paid to "story" communication of abstract culture.Use star "fan",enlarge communication effect,use multimedia to widen communication channel.National treasure designed the communication content based on the needs of young audiences,making the program both interesting and meaningful.The broadcast of national treasure has brought more positive effects.It has played an important role in cultural tourism,cultural and creative industry and international image.After analyzing the case of national treasure and other popular cultural TV programs in TV media,this paper concludes that in order to achieve innovation,cultural TV programs must be based on the audience,innovate the TV program model,and work hard on the program content and communication value.In the process of program production,we should start from the audience's point of view,absorb the essence of existing programs,persist in innovation in visual elements and auditory elements of TV programs,enrich the expression forms of TV pictures and enhance the audience's auditory enjoyment,so as to attract young audiences.In the development of cultural TV programs,we must also firmly integrate multi-channel publicity and marketing,broaden the program themes,create new viewing experience and experience,so as to ensure continuous innovation.