Sports Reality Show From The Perspective Of Innovation And Diffusion Research On The Communication Strategy Of "Dunk Of China"

Since the second half of the last century,reality shows were all the rage.Although my country started late,it has developed rapidly.Among them,the sports reality show has contributed a lot to the development of my country's sports culture industry.After more than20 years of innovation and development,it has become an important form of television programming,which has greatly promoted the popularization and popularization of various sports.The masses' acceptance of competitive sports.Through the current three seasons "This!Analyze the program content,broadcast time,communication channels,and communication effects of "Slam Dunk",combine case analysis and overall investigation,and use Rogers' innovative diffusion theory to explore how this program can be achieved through innovation in communication strategies Success,and put forward favorable countermeasures and suggestions.Starting from the current development context of sports reality shows in my country,this article sorts out and summarizes it.On this basis,it extends the innovative points of this program in terms of communication strategies in depth,and summarizes the advantages and advantages of this program.Shortcomings,in order to provide a new research perspective and vision for the communication strategy of reality sports shows in my country.Conclusion: It can be seen through comparative research and contextualization that my country's sports reality show has experienced an evolutionary process of rise,development and prosperity since its inception,and its communication strategies are also evolving along with it.The current characteristics are: The program model continues to innovate,and the research object of this article is "This! In "Slam Dunk",the creative background,post-editing,presentation,and use of flower characters are all different from the previous similar programs.They have made a lot of innovations.They have also put their thoughts on communication channels and broadcast time.Online and offline are both online and offline.The broadcast time deliberately selects the viewing habits of multiple audiences and the viewing slots of the same type of programs for broadcast.With the help of media to integrate multi-platform dissemination,the main body,time and channel of dissemination jointly build up the multiple values ??of the program.At the same time,this program also has certain development bottlenecks,such as excessive entertainment and consumption of sportsmanship,excessive manipulation to reduce the quality of the program,and lack of continuous transmission effects.Suggestion: After research,"This! The enlightenment of "Slam Dunk" for the development of my country's sports reality show is as follows: grasp the main theme and deliver positive energy;innovate the program model and boldly integrate;multi-media integration to achieve the best communication effect;and the impact of celebrity effect.At the same time,in the development process,attention should also be paid to upgrading the concept of the program,specialization and entertainment coexist;optimizing the production team,weak scripts,making sports games more pure;expanding the industrial structure and extending the program industry chain.