Sports Reality Show "This! A Study On The Communication Strategy Of "Slam Dunk"

Since the end of last century,sports reality shows have been introduced into China.Their program types have been gradually enriched and diversified,and their production modes have been continuously optimized and upgraded.However,the development of the program has always been hampered by many problems,such as the clustering of subjects,the copying of modes,the improper fusion of sports and entertainment elements and the imbalance of fusion proportion.In particular,the phenomenon of "bad money drives out good" caused by vicious competition such as model plagiarism makes it difficult for the existing high-quality programs to make profits and maintain the continuous creation of high-quality program content,which seriously affects the high-quality development of the industry.Therefore,although it has experienced more than 20 years of development in the early stage,no "phenomenal" sports reality show has ever been created.It wasn't until 2018 that this was a Dunk of China came along.Jointly launched by Zhejiang Satellite TV,Youku Video,and Tmall,this original sports reality TV show became the annual hot style,with the help of an open cooperation mode of "Internet plus variety",using the Internet platform for data analysis and the complementary advantages of the content producers.This program for the first time realized the export of domestic sports reality show copyright.In this paper,the study of the communication strategy of the sports reality show Dunk of China mainly relies on case analysis,comparative analysis and questionnaire research methods,in-depth analysis of the influence relationship between the various communication elements of the program,insight into the strategic arrangement of the program communication activities,so as to grasp the communication rules of the sports reality show.First of all,according to Maletzke model of mass communication process,combined with "seven basic elements of reality shows" proposed by Professor Yin Hong,analyze and clarify the interaction between the communication elements of the program,and draw the "analysis table of the factors affecting the communication effect of sports reality shows";Secondly,four well-known and representative basketball-themed reality sports shows are selected to make a comparative analysis of the communication strategy by combining the results of the questionnaire survey with Dunk of China and "analysis table of the factors affecting the communication effect of sports reality shows",so as to clarify the advantages and disadvantages of each communication element in the program communication strategy;Thirdly,according to the results of the above comparative analysis,the program communication strategy is analyzed from three aspects: communication subject,communication content and communication media;Finally,it analyzes the communication effect of the program and the existing problems from the society,the audience and other aspects,and makes a reflection on the future production and communication of China's sports reality show.To focus on the overall development of China's sports reality show industry,we should not only rely on one or several high-quality works,but also need the continuous creation of high-quality,large quantities and diversified theme programs.In this paper,the study of the communication strategy of Dunk of China aims to provide some theoretical reference and the inspiration of communication strategy for the development of other sports reality shows in China,in the hope that China's sports reality show industry can continue to develop in a good way in the future.