| In recent years,with the continuous development and growth of platforms such as mobile clients and self-media,entertainment variety shows centered on consumerism and hedonism have blossomed everywhere,and the whole society has ushered in the trend of pan-entertainment.With vulgar content,deliberately hyping up,and guiding bad values,a group of TV cultural programs with exquisite content and promoting the excellent traditional Chinese culture and mainstream values stood out and caused great repercussions in the society.Among them,"Seeing Words Like Faces",as the first star letter-reading program in China,has won unanimous praise from academia and industry for its novel and unique theme and fresh and simple style.In December 2016,Heilongjiang Satellite TV's joint strength culture production "Seeing Words Like Faces" entered the public's field of vision.The program opened up the history with letters,a cultural carrier that was dying day by day,and used the form of star reading letters to lead the audience into those who are still alive.And touching scenes of the times.Once the program was broadcast,it achieved a phenomenal broadcast effect of over 240 million views in a single episode and a Douban score of 9.0.The broadcast effect is inseparable from the updating and upgrading of the program communication strategy.Therefore,it is particularly necessary and practical to analyze the communication strategies adopted by the program.Combining with Lasswell's theory of dissemination mode,on the basis of sorting out and summarizing relevant domestic and foreign literature and materials,starting from the production ontology of "Seeing Words Like Faces",this study adopts case analysis and content analysis methods to select 68 broadcasted Taking the program as the research object,it conducts an in-depth analysis of the participants,content,channels and value meaning of the program.Focusing on a dynamic perspective,this program will horizontally highlight the program's outstanding contribution to its conception and cultural value,and vertically explore how the program's communication strategy breaks the shackles of cultural programs homogenization.Throughout history,letters have played an important role in the dissemination and development of Chinese civilization."Seeing Words Like Faces" "uses letters as a medium" and comprehensively uses a variety of communication strategies to rekindle the temperature of letters and inherit the culture of letters.By exploring the content,media and value communication strategies used in the program,we hope to provide experience and strategic inspiration for TV cultural programs.Through the quantitative statistics on the content and subject matter of "Seeing Words Like Faces" and the analysis and research of various communication elements,it is found that the program attaches great importance to the in-depth excavation of the participants,the connotation of the theme and the situational expression,and has formed a unique content communication strategy;Create a communication matrix of Taiwan-Internet interaction and multimedia integration,and form a media communication strategy with multiple channels;by highlighting the significance of inheriting cultural classics,leading the trend of the times,and exploiting commercial value,a value communication strategy of moisturizing and silent has been formed.But at the same time,there are still some deficiencies in the program.To solve these problems,we can start from repositioning cultural roles,innovating non-verbal expressions,and exploring diversified business logic,and constantly explore the optimization path of TV cultural programs.Based on the above research conclusions,"Seeing Words Like Faces" not only meets the diverse viewing needs of audiences,but also provides a typical paradigm for the differentiated development of cultural programs.With the positive development trend of such programs,more and more original works that spread Chinese traditional culture will emerge in the TV variety show market. |
PDF Full Text Request