| Socialism with Chinese characteristics has entered a new era.With Comrade Xi Jinping as the core,the Party Central Committee focuses on transforming major social contradictions in China in the new generation and constantly satisfies the people’s yearning for a better life.Under the long-term fast pace of urban life,more and more people yearn to return to nature and life itself and pursue a slow pace life that does not forget its original intention and returns to its original character.This paper chooses the slow representative variety Back To Field as the research object,takes the theory of use and satisfaction as the primary theoretical basis,uses the literature research method,case study method and questionnaire survey method as the research method,studies its communication effect,analyzes the audience’s motivation and demand satisfaction of watching the Reality show.Plus,the success factors and shortcomings in producing the propagation effect.Through the analysis of 506 valid questionnaires collected,the relevant needs of the program audience are further explored,and the future development of the Program Back To Field can be provided with reference enlightenment.Through data analysis,it is found that the audience of Back To Field has the following demographic characteristics: as the primary audience of this program,the number of female audiences is more than twice that of the male audience;In terms of age,the audience is mainly in the youth stage,followed by 13～18 years old youth group;The overall educational level of the adult audience is high,and the vast majority of the audience have received higher education;Students,workers and housewives occupy the top three.The monthly income level is not high,mainly concentrated in the middle and low-income groups;Most of them live in cities,and most of them are in first-tier and new first-tier towns and second-tier and third-tier cities.The motivations of the program audience are mainly manifested as entertainment motivation,emotional motivation,interpersonal motivation and other motivations.The satisfaction degree of the program audience’s needs is reflected primarily in the satisfaction degree of psychological and emotional needs,social communication needs and self-identification needs.The evaluation of communication effect based on audience use and satisfaction can be divided into cognitive-communication effect,attitude communication effect and behavior communication effect.Through the analysis of the above audience survey data,it can be seen that the main factors contributing to the success of the communication effect of the slow variety show Back To Field are: proper planning of guest composition;Superb production program later stage;True representation of rural life;Demonstrate interpersonal communication in detail.At the same time,this thesis also found some shortcomings in the transmission process: link setting is lack of surprise;Performance elements cause resistance;Poor communication and reception interaction mechanism;Product placement affects perception.Based on the results of the above investigation and analysis,this thesis holds that the slow variety show Back To Field can make breakthroughs in the following aspects of the future development: improving the sense of innovation and enriching the program content;Highlight the charm of culture,transfer value concept;Optimize interaction mechanism and enhance participation experience;Based on local characteristics,create a unique brand. |
