Research On The External Spread Of Variety Show Mode From The Perspective Of "Innovation Diffusion" Theory

Regarding the transnational dissemination of TV program models,China's program models have been very unsatisfactory in terms of external communication.Only a small number of program modes such as "Sound in the Heart","National Treasure",”Lang Reader","Sound in the Circumstance","Chinese Good Songs" are reported by the media,compared with the introduction of a large number of variety shows.That said,exports are almost negligible.,and the exports are almost negligible.This serious trade deficit forced the scholars to continue to explore and find a way to "go out" of China's program model.But over the years,China's TV program model "going out" is still a problem.Why is this happening?Where is the problem?This is the problem to be solved in this study.This problem has not been effectively solved so far,indicating that there is a problem with our problem-solving ideas.The study found that we have been emphasizing cultural characteristics on the issue of going to the world.The so-called "the more Chinese,the more global",but it ignores the universality that innovation must have to spread.Although some scholars have paid attention to the issue of cultural discounts,people are always talking about cultural discounts,not realizing that cultural characteristics are constantly increasing cultural discounts,a wall that makes it difficult for innovation to go out.As far as the variety show model transaction is concerned,it is not the same as the content transaction.If the content transaction emphasizes the degree between cultural personality and universality,then the TV program model is a program frame,which can hold any characteristic content,but it is universal in itself,although any frame has the brand of culture.When it comes to the TV variety show model,compared with other program models,it is inherently human in common,and the cultural imprint is even lighter.There is no need to talk about cultural discounts at all.Without resolving the fundamental problem of path dependence,the policy support and copyright protection all look ahead.The new things emphasized by Rogers' innovative diffusion theory should have the characteristics of "easy to learn and easy to use",which coincides with the diffusion requirements of the program mode.This article borrows the description of the characteristics of innovative products in Rogers' "innovation diffusion" theory to study the variety show model,and finds that the variety show model we successfully introduced has"relative advantages","compatibility","simplicity",The characteristics of "testability" and"observability",but the introduction of failed variety shows mode does not have these five characteristics.Facts show that to achieve cross-border communication,the variety show model must be easy to learn and use like mobile phones and other products,rather than trying to increase cultural discounts.This paper draws a conclusion through research:if variety show mode is to participate successfully in cross-border communication,truly realize the dream of going global,and change the serious trade deficit,it needs to have "relative advantage","compatibility","simplicity"," testability" and "observability".