Research On The Communication Strategy Of China's Sports Reality Shows In The Post-Entertainment Era ——A Case Study Of "Never Say Never"

Since the end of the 20 th century after the show was introduced into China,reality has developed quickly in our country,introduced until 1998 CCTV French between cities,the first shot fired sports + reality,bring an unprecedented entertainment experience for the audience,then springing up in our country,sports a reality show introduction,homemade program emerge in endlessly.Taking advantage of the 2008 Olympic Games,the number of sports reality shows is growing.Originally,the programs all uphold the production concept of popularizing sports knowledge and transferring sports spirit to boost the development of sports culture in China.However,the good times did not last long,"homogenization","vulgar","imitation" and other shortcomings soon emerged,topics and ratings did not get good feedback,there has been no benchmark program.Some even set vulgar topics or scenes in order to attract the audience's attention.Finally,the relevant departments of the state required rectification under a paper order.Since then,China has entered the "post-entertainment" era,and major SATELLITE TV and network platforms have been exploring ways to change the past and strive to break through.In this paper,the sports reality show "Fist" force to go to us "as an example,using literature method,case analysis method and observation method to study its communication strategy,specifically from the communication subject,communication content,communication channel,communication object and communication effect of five aspects to analyze.To explore and summarize the success and shortcomings of this program,and provide certain reference for the development of China's sports reality show in the future.The first chapter mainly focuses on the research object and significance.It summarizes the research of different scholars at home and abroad on post-entertainment,sports reality show and communication strategy,and briefly describes the research methods,innovation points and difficulties.The second chapter defines relevant concepts,sorts out the development stages and factors of sports reality shows in China,and expounds that sports reality shows have the characteristics of authenticity,professionalism,education,guidance and economy.From the dissemination subject,dissemination content,dissemination channel,dissemination object and dissemination effect of five aspects to interpret the program.The third chapter discusses the success of the program "Never Say Never",and summarizes the ideas it can provide for the development of sports reality shows in China.The fourth chapter,based on the analysis above,concludes that this program still has imperfect competition system,insufficient interaction,inadequate publicity and other phenomena.This paper argues that to deal with the development of reality sports shows in China is not an overnight solution.On the basis of adhering to mainstream culture and returning to professional sports,entertainment development and media awareness should be established to expand audiences and spread positive energy.