Research On The Cultural Communication Strategy Of "Spreading Of Classic Songs" From The Perspective Of Interactive Ritual Chain

In recent years,under the guidance of consciousness of cultural self-confidence,China has attached greater importance to the innovation and inheritance of Chinese culture,so a large number of "fresh variety shows on CCTV" have emerged.Poems and songs are the invariable classics in Chinese culture,among which the Spreading of Classic Songs is a success of deduction and dissemination of classics with music.In this paper,the Spreading of Classic Songs is taken as the research object,combined with the interactive ritual chain theory,with virtual ethnography and case analysis methods,the following contents are studied: what contents do programs present in the process of cultural communication in the context of integrated media? How to construct rituals? How to motivate the audience to communicate in an interactive context? And on the basis of exploring the operation mechanism of program culture communication,the future development path of cultural TV programs is explored.In the program Spreading of Classic Songs,by enriching audio-visual effects,constructing media rituals,and enhancing teaching and feedback,the profound cultural connotations,thoughts and emotions of poetry and lyrics are presented centering on such themes as the views of family,home,love,friendship and nature.The program makes the audience have a strong emotional resonance with an infectious art form,achieving "to move people with sound,to affect people with emotion,to persuade people with reasoning,to teach people with words".In the program,the ritual order is constructed through ritualized links,characters,behaviors,languages,etc.,and the gathering of present groups,the identity of outsiders,the symbolic attention of the same focus,the energy exchange of arousing emotions are virtualized.In other words,the organic combination of the premise,audience,process and result of interactive ritual is the key to the formation of interactive ritual chain.Relying on high and new technology,"1+N" media matrix has been formed.In the program,the media social field with the studio program as the core and the all-media interaction as the echo is constructed,which extends the program interaction to the whole network platform.On the video platform of synchronous program broadcast,the audience participates in the program interaction by means of thumb up and stepping,tidbits and watching focus,sharing,comment,barrage,QR code and so on;The interaction channels of social media are divided into follow,link,private messages,Q&A,watching and so on.The audience can interact with the program itself or with the subject of the program,and also interact with other audience in a positive,reverse or two-way manner.In social platforms such as We Chat,Weibo,Douyin and CCTV Video,as well as in virtual communities such as Baidu Post Bar,Douban Group,Weibo Super Topic and the "Circle of Interest" of Blibili,the "physical presence" of the audience in the exchange of information can gain emotional energy and enhance their cultural identity,suggesting that the TV program's opportunity space and communication channels should be broadened,and the content production mechanism should be innovated.It is necessary to excavate the cultural value from the hot topics in order to boost the creative transformation and innovative development of Chinese culture in the contemporary era.