Study On The Diffusion Influence Factors Of Science And Technology Variety Show "Great Wit"

In recent years,with the national strategic deployment and support of "rejuvenating the country through science and education",the national scientific and technological quality has gradually improved,and the public’s demand for scientific knowledge has greatly increased.A large number of scientific and technological variety shows came into being.Among them,the first science and technology variety show focusing on artificial intelligence broadcast by CCTV in 2017 has a wide spread and good reputation in this kind of emerging programs.It has made bold innovations in theme,form,production and other aspects,and has had a great impact on similar programs.The author believes that by studying the representative of science and technology variety show "super wit",The results can bring some useful thoughts and feasible suggestions for the TV expression of such programs in the future.Based on Rogers’ innovation diffusion theory,this paper makes a detailed analysis of the program from eight aspects: comparative advantage,compatibility,ease of use,testability,visibility,communication channel,audience’s individual innovation spirit and social system,and obtains the audience’s feedback on the program through questionnaire survey.The study confirmed that eight factors such as comparative advantage have a positive correlation impact on the audience’s viewing behavior.Among them,comparative advantage is the factor that has the greatest impact on the audience’s behavior.The four influencing factors of visibility,ease of use,communication channel and social system have a great positive impact on the audience’s viewing frequency,continuous watching programs,recommending to others after watching programs,and watching other science and technology variety programs after watching programs.According to the conclusion of empirical research,the author puts forward some suggestions for the development of science and technology variety programs in the future,including focusing on innovation and creating unique advantages of programs;Optimize publicity methods and improve program visibility;Form a professional science and technology communication team to ensure that the program is easy to understand;Linkage of various platforms to expand the program communication channels;The government will increase support to create a favorable environment for program development.