Research On Cross Screen Communication Of Large Variety Show

In the process of rapid development of mobile Internet,people's production and life style and concept have undergone tremendous changes.In this trend,large-scale variety shows are facing new opportunities and challenges,and the horn of change has sounded.In order to be able to stabilize the authoritative position of large-scale variety show,and driven by multiple external forces such as politics,economy,society and technology,cross screen communication under the fusion media has become a hot transformation direction,and various large-scale variety show organizers have made a variety of practices in this direction.At the same time,such an unprecedented change is reconstructing the communication mechanism of traditional variety show,deeply influencing the game pattern between new media and traditional media,and changing the layout of the entire industrial ecological chain.Behind this change,it is not only the competition between traditional media and new media,but also the new game of integration between traditional media and new media.This change determines the future direction of the large variety show.How to construct the large-scale cross screen Gala under the financial media effectively has become a problem that every relevant practitioner must think about.Therefore,this paper has carried out the research on the large-scale cross screen Gala under the financial media,in order to provide new development ideas for the large-scale cross screen variety show.This paper studies the main influence and construction strategy of the large-scale cross screen variety show in the context of the media by using the methods of literature,content analysis and comparative analysis,taking several large-scale cross screen variety show in the current market as examples.In the introduction,this paper discusses the related concepts and research of media,cross screen communication and large-scale variety show,and combs the research ideas,research methods,research innovation points and research limitations of this paper,to delimit the scope for the following research.In the second chapter,this paper discusses the emergence and development process of the communication of large-scale variety show,mainly including PEST analysis and development process description.In the third chapter,it analyzes the main influence of the financial media on the large-scale variety show,mainly from fiveaspects: reshaping the cross screen communication structure of the large-scale variety show,reshaping the game pattern between the traditional media and the new media,improving the cultural value marketing ability,reshaping the audience relationship,reshaping the value industry chain of the large-scale variety show.The fourth chapter,this paper discusses the construction strategy of cross screen communication of large-scale variety show,mainly from four aspects: reshaping the environment and space,creating social atmosphere,accurately positioning the audience,and building a two-way feedback mechanism.In the fifth chapter,this paper discusses the four main problems and optimization suggestions in the cross-screen communication of large-scale variety show under the financial media.Finally,the sixth chapter is a summary.Through the research,this paper analyzes the main influence of the fusion media on the cross-screen communication of the large-scale variety show from five aspects.First,in the aspect of remodeling the cross-screen communication structure of the large-scale variety show,this paper finds that in the cross-screen communication,the communication subject changes,the communication audience changes significantly,and the communication channels are diversified.Second,in the aspect of reshaping the game pattern between the traditional media and the new media In the cross screen communication,traditional media and new media can share the two-way flow of audiences,which is conducive to win-win cooperation across screens,and the combination of evaluation standards can promote benign competition;thirdly,in terms of reshaping the relationship between audiences,this paper finds that in the cross screen communication of large-scale variety shows under the financial media,the audience's subjectivity security period is extended,the audience's sense of participation is enhanced Fourth,in terms of enhancing the ability of cultural value marketing,this paper finds that the cross screen communication of large-scale variety shows under the financial media helps to realize the long tail effect and promote diversified innovation;fifth,in terms of reshaping the value industry chain of large-scale galas,this paper finds that the cross screen communication of large-scale variety shows under the financial media helps to achieve value accurate marketing,and Enhance value penetration.In addition,this paper discusses the construction strategy of cross screen communicationof large-scale variety show from the following four aspects: first,in terms of reshaping environment and space,this paper proposes fragmented communication strategy,diversified communication strategy and three-dimensional combination strategy;second,in terms of creating social atmosphere,this paper proposes entertainment communication strategy,secondary communication strategy and empathy strategy;third,in terms of accurately positioning the audience On the one hand,this paper puts forward the data positioning communication strategy,integrated communication strategy and information drainage strategy;on the other hand,in the construction of two-way feedback mechanism,this paper puts forward the reverse customization strategy,emotion oriented strategy and two-way interaction strategy.Finally,this paper finds that there are still many problems in cross screen communication of large-scale variety show,including single interactive content,unclear audience positioning,insufficient audience data analysis,and imperfect evaluation system.In view of these problems,this paper gives corresponding suggestions.To sum up,this paper enriches the research of large-scale cross screen Gala under the financial media,has certain theoretical guidance significance for the actual construction of large-scale cross screen Gala,has certain reference significance for solving the current problems in the cross screen communication of large-scale variety,and provides new ideas for the development of large-scale variety Gala in the financial media era.