Research On Innovation Communication And Cultural Identity Of Cultural Documentary "Every Treasure Tells A Story"

With the rapid development of mobile Internet technology and new media platforms,the communication environment in the new media era has become an important backdrop for film and television programs in the current communication context.In recent years,documentaries on cultural and cultural heritage have adopted more innovative forms of artistic expression in order to adapt to a younger audience,which can be seen in the narrative perspective,presentation,distribution channels and other aspects of adjustment and transformation,the audience’s long-formed stereotype of serious narrative of traditional cultural documentary programs is diminished,catering to the inclusive mentality is far greater than the negative resistance,the original grand narrative of humanities and history with The broadcast platform has been expanded from a large-screen TV exclusive to a simultaneous update of the online video streaming platform,and the multi-layered combination outlines a three-dimensional space for the ritual of cultural memory.Since the broadcast of the 100-episode documentary "If National Treasures Could Talk" in 2018,the whole society has once again set off a fever for national treasures and cultural relics,which was broadcast in four seasons,with a total of 89.822 million plays on the Beili Beili video website,223,500 pop-ups,and an average score of 9.4on Douban.With its clever conception,philosophical interpretation,vivid cultural relics,technical means,hand-drawn animation and other innovative features,the documentary has created a "national treasures" craze among young audiences and formed a new media landscape in the collision with youth subculture fields.If National Treasures Could Talk " creates a good space for the transmission and dissemination of excellent Chinese traditional culture,why and how it strengthens the audience’s cultural cognition,and at the same time,expands the original communication effect and further strengthens the cultural identity and identity through the audience’s communication and interaction on the B station platform,generating an " imaginary community " of the group.community" to form an "innovative communication culture ritual space" based on common cultural memory and common cultural cognition,which is the key question of this study.Therefore,this paper borrows from theories such as cultural memory,James Carey’s "ritual view of communication" and Randall Collins’ "interactive ritual chain" to study how the innovative communication of "If National Treasures Could Talk" constructs the cultural and cultural identity of young audiences.The main ideas include: firstly,to examine the different attitudes and tendencies of the audience towards the program through quantitative means such as questionnaires,and to outline the overall performance trends;on this basis,to consider what kind of innovative communication the program uses to construct the audience’s cultural identity,and to explore the relationship between the program’s innovative communication forms and the audience’s identification with the program’s content and cultural identity,as well as the mechanism of its micro-level elements.The basic logical framework of this study is: Chapter 1: Introductory section including research background and significance,literature review,research content and issues,innovation and focus difficulties,research methods;Chapter 2:Questionnaire-based analysis of audience identity effect includes questionnaire design,questionnaire reliability test,descriptive analysis of data results,combined with questionnaire scale data to analyze the audience generated through the program on the content and cultural identity generated by The preliminary conclusion is that the positive influence of the documentary on the audience’s cultural cognition,emotional identity and cultural identity does exist;Chapter 3: The program’s own innovative expression,how to reshape the cultural memory and Chapter 4: How the audiences can create and strengthen their identity and cultural identity through interactive participation in such new media communication channels,and complete their identification with the national cultural identity and the ultimate value of cultural identity;Chapter 5: Based on the above research,the limits and thoughts on the future cultural identity path of cultural documentaries through innovative communication.Chapter 5: Based on the above research,we will consider the limits of constructing cultural identity through innovative communication in the future cultural and historical documentaries.