| Variety shows,as the name suggests,refer to programs that integrate various art forms.Art itself is rooted in the essence of variety shows.Although the current program audience has different opinions and preferences for different categories,there is still a common feature in general,that is,the demand for artistic and cultural content is increasing.Under the background of the vertical subdivision of the content of the variety show,the art vertical variety show came into being.In recent years,art vertical variety shows have attracted extensive attention in the industry because of their unique positioning and frequent influence.With the increasing demand of people,the domestic variety show industry also tends to be more standardized and high-quality development.Especially in recent years,the audience’s acceptance and appreciation ability of variety shows have gradually improved,and the influence and attention of variety shows themselves are also improving.As an emerging program category,art vertical variety show breaks the inherent mode of traditional variety show paying more attention to diversification and entertainment through its novel art display form and commercial development model.It has been deeply cultivated vertically in a certain art field and won the traffic.It has set off a new wave in the current media market and brought considerable social influence.This paper attempts to find out the common characteristics of these "out of circle" art variety programs through the classification of art variety programs,and study the reasons and impacts of "out of circle" art variety programs from the aspects of communication positioning,communication strategies and communication effects.In terms of communication positioning,it is analyzed from the two directions of popular communication positioning and multi-media communication positioning.In terms of communication strategy,it is studied from the perspective of the diversified construction of program subjects,the return of variety shows to the art standard and the audience,and then studies the communication effect,summarizes the successful experience that can be used for reference and learned,and finds out what problems still need to be solved. |
