Cultural Coding And Cultural Presentation Of Local Cultural Variety Show Qilu Cultural Conference

Looking at the current cultural variety show market,CCTV’s "go online! Colorful youth","China in the story" and other programs have high audience attention and topic.It is found that although China has created a number of phenomenal cultural variety shows and gained a large number of fans,on the whole,phenomenal cultural variety shows are mainly created by CCTV,local cultural variety shows have not received much attention,and the development process of this type of programs is not smooth.From the perspective of cultural coding and cultural presentation,local cultural variety shows have similar cultural coding methods,audience decoding methods and cultural presentation effects to a certain extent,although some local cultural variety shows have won the recognition decoding of the audience due to their unique cultural coding methods and production processes,created good cultural presentation effects and finally promoted cultural communication;However,the cultural coding of these local cultural variety programs will also bring the confrontational decoding of the decoder,which makes the cultural presentation effect insufficient.The programs have become short-lived media products with poor communication effect and insufficient audience foundation.Qilu cultural conference is a large-scale cultural variety show focusing on local culture created by Shandong Radio and television station.It was selected as "radio and television innovation and excellence program in the fourth quarter of 2021" by the State Administration of radio and television.The program has always been in the forefront in the ratings of CSM Shandong Provincial network and csm21 provincial network.The topic of the same name # Qilu cultural conference #landed on the microblog to search the real-time hot spots and entertainment list,and the reading volume reached more than 180 million times.Therefore,the program has a wide audience influence and high media attention.The study of the program has reference value.This paper uses the methods of case study,text analysis,comparative analysis and questionnaire to study the cultural coding,audience decoding methods and cultural presentation effects of the typical case of Qilu cultural conference.Relying on a more macro,overall and systematic perspective,this paper analyzes the cultural coding intentions,methods,production processes and Strategies of local cultural variety shows,and points out their cultural presentation effects through the consistency of coding and decoding,It also puts forward the development path of cultural coding and cultural presentation of local cultural variety programs under new media,which has enlightenment for the development of local cultural variety programs.Other traditional radio and television and new media programs can also be selectively used for reference according to their own characteristics,so as to improve the vitality of media products.