Propaganda Practice And Enlightenment Of "Back To Field" From The Environment Of New Media

"Back to field " is a documentary life service program jointly launched by Hunan SATELLITE TV and Zhejiang Hexin Media.It has been broadcast for four seasons since January 25,2017.As the first documentary reality show,"Back to field " is a big innovation of TV program.At the same time,with the help of network technology,all walks of life carry out publicity in the new media environment,becoming a mainstream trend of publicity and promotion activities.In order to obtain good public praise and improve program ratings,"Back to field " has also adopted a lot of new media publicity and promotion methods.In the research process,the author takes the "5W model" of communication as the overall framework of the research,and combines The Theory of Laswell’s propaganda view,Krzybski’s general semantics and the theory of "knowledge gap" to describe and analyze the subject,object,channel and propaganda process of propaganda activities.The author USES various research methods,such as content analysis and observation,combined with first-hand materials obtained from the practice of the core publicity team of " Back to field ",describes the publicity process of the program,and summarizes new media promotion strategies applicable to other TV programs or other industries.In the process of comparing with other programs’ promotion strategies,the conclusion is drawn that although there is a relatively complete set of operation mode for the new media promotion of " Back to field ",it is still in the stage of continuous exploration.It has the general publicity rules and commonness of other TV programs in the new media environment,and also has its own characteristics increasingly formed in the new media environment.These features still play an indispensable role in the promotion of other programs.However,while the program is widely publicized in the new media environment,the attitudes of different groups on the propaganda content cannot be ignored.These attitudes can quickly gather in the new media environment and have a negative impact on the social environment.On the other hand,the proportion of the elderly in the new media environment is very small,which reflects that the current network technology leads to the decrease of participation of some groups,which cannot better fit into the development process of The Times.Moreover,it is particularly urgent to solve such problems as the accumulation of redundant information and the overflow of negative emotions caused by new media publicity and promotion activities.Compared with the mainstream media publicity activities,new media publicity and promotion activities have many variables.These variables make the publicity and promotion activities produce huge benefits,and also bring negative impacts from the industry,social environment and other factors.Therefore,by taking this program as a typical case,the author explores the social phenomena and problems reflected behind the mainstream trend of new media publicity,so as to provide scientific and practical enlightenment and countermeasures for the publicity and promotion activities of different industries.