Research On Communication Strategy Of TV Cultural Program From The Perspective Of Reception Aesthetics

Whether in the period of mass communication or in the communication environment where multiple modes coexist after the 21 st century,the audience has always been an important participant in the process of media communication,and meeting the needs of the audience is also one of the important purposes of media communication.The theory of reception aesthetics originated in Germany in the1960 s.It attaches great importance to the degree of experience and quality of readers in the process of reading literary works,and advocates facing,researching and dealing with problems from the value needs of readers.The theory of reception aesthetics focuses on the position of readers in literary works and the satisfaction of their needs in reading activities.In the relevant research of media communication,the theory of reception aesthetics has also been applied to the relevant research of the media’s satisfaction of the audience’s needs.With the rapid development of new communication modes,such as social communication and we media communication,the audience’s aesthetic level and ability are constantly improving,and their aesthetic expectations are also constantly improving,which also puts forward higher requirements for television communication.Meeting the needs and expectations of the audience has become an important dimension that must be considered in the process of reform and innovation of TV cultural programs.It is also an important strategy to win the audience and expand the market in the fierce competition in the media industry.Since its broadcast in February 2017,The Reader has used micro individual stories to tell the life stories and characters’ feelings contained in the words,and conveyed the true feelings of human beings in sound,emotion and appearance.It has deeply touched the "readers" in front of the TV and has become a TV cultural program that has won the audience’s praise in recent years.The program "Reader" focuses on the emotion of the characters,focuses on the inner emotional world of the characters,and at the same time,integrates various artistic expression methods such as program layout,dance beauty,lighting,music and sound,bringing emotional shock and profound artistic aesthetic experience to the audience,and has achieved good communication effect.From the perspective of reception aesthetics,it has certain reference significance for the innovative development of TV cultural programs to investigate the TV cultural programs represented by The Reader,explore the satisfaction of the audience’s expectations,emotional resonance,and the "call" of meaning sharing,and explore the communication strategy of the dimension of reception.This article includes five parts: The first part is an overview of the development of TV cultural programs,as well as an overview of the TV cultural program "Reader";The second part explains the reception aesthetics of Jauss and Iser,the representative figures of reception aesthetics,and their media strategies in the perspective of audience expectations;The third and fourth parts analyze the program "The Reader" from the two theoretical dimensions of Jauss’ s "horizon of expectation" and Iser’s "calling framework" respectively.It is believed that the program "The Reader" responds to the audience’s expectations through cultural feelings,and the interpretation of cultural connotation makes it integrate into the audience’s horizon of expectations.The theme condensation and interpretation supplement the horizon of expectations,and make multiple expressions.The cultural mood sublimates the horizon of expectations through the content condensation and interpretation.At the same time,the program calls for the audience’s behavior of exploring meaning from three aspects of "leaving blank","lens" and "negation",forming interaction with the program text.The fifth part ponders the audience strategy of TV cultural programs from the perspective of reception aesthetics,and believes that in the transmission of TV cultural programs,audience expectations can be connected through the program context,content can be carefully constructed to meet audience expectations,technical innovation can enrich audience expectations,and audience expectations can be enhanced through aesthetic experience.