Multi Field Long Term Communication Of Traditional Culture Documentary:a Study On The Attitude Of Young Users Of "If Treasures Could Talk"

With the vigorous development of the new media documentary industry,CCTV and other mainstream media have seized the new tuyere in the field of documentaries and quickly enter the major mainstream video website documentary section with innovative documentary works in response to the political appeal of establishing "a country with a high socialist culture".Among the Chinese traditional culture documentary category,the series If Treasures Could Talk produced by CCTV Documentary Team first premiered in CCTV-9,but failed to harvest the ideal communication effect.Then the creative team put it on Bilibili Bullet Screen video website,it has become a phenomenally popular documentary work among young video users.From the perspective of young video users and youth attitudes,this study will explore the communication effect of If Treasures Could Talk on young users.And explore the optimization strategy to improve the effectiveness of the Chinese traditional culture documentary youth dissemination from the youth attitude.This study uses the bullet screen of If Treasures Could Talk and its young users of Bilibili Bullet Screen video website as the research objects,using sentiment analysis to explore the emotional attitudes of young users towards new media traditional cultural documentaries,and cooperate with the audience attitude questionnaire to explore the specific attitude representations of young users after watching "If the National Treasure Can Talk" from the three levels of cognition,emotion,and behavior.It is found that the overall attitude of young users towards If Treasures Could Talk tends to be positive,which has a positive communication effect.In the text of the bullet screen,positive and neutral emotions account for 90%,while negative emotion objects are not aimed at the documentary itself,and produce multi-oriented displacement.Under this phenomenon of overall positive attitude,young users form concrete representations under the three psychological tendencies that constitute their attitudes.From a cognitive perspective,If Treasures Could Talk has a high popularity among young people,forming a high degree of memory.When watching this work,young people enrich the knowledge of Chinese traditional culture,and they are willing to accept the innovative communication strategy of traditional culture documentary.From an emotional perspective,young users have a high emotional stickiness to If Treasures Could Talk,and realize the dimensional emotional resonance with the cultural value conveyed by the program.From a behavioral perspective,the high emotional stickiness between the young users and "if treasures could talk" has formed a relatively stable and sustainable communication behavior connection state between the communication subject and the communication object.Young users are inspired by If Treasures Could Talk,which has produced online and offline active promotion of traditional culture documentary dissemination behavior intention,the intention of spreading the traditional culture documentary online and offline,the learning behavior intention of acquiring the Chinese traditional culture knowledge,the consumption behavior intention of entering the offline museum and buying the products around the documentary creation.In the discussion and prospect part of this study,this study with the focus of the feedback of emotional responses and attitudinal reactions in emotional analysis and user attitude survey,tries to put forward four optimization strategies of youth communication in Chinese traditional culture documentary from the perspective of relevant communication theory.