Research On Strategies To Improve The Communication Effect Of Legal Programs In Tibet-related Areas Of Sichuan

Comprehensively implementing the rule of law is the political goal of China’s 14 th Five-Year Plan for economic and social development and the 2035 Vision Plan.As an important part in the process of building a society based on the rule of law in China,TV legal programs bear the important responsibility of propagating legal knowledge,enhancing legal awareness and cultivating legal belief among the people in Tibet-related areas.In recent years,with the change of media environment,the rise of social media,short video platforms,etc.,traditional TV legal programs have encountered various realistic difficulties,resulting in many problems.In this context,this paper attempts to start with a program of Sichuan Kham Tibetan TV called See the World by Rule of Law,explore the communication effect of legal programs of Tibetan TV in Tibet-related areas of Sichuan,and explore the existing problems of the program,so as to explore the sustainable development of other ethnic TV legal programs in the era of integrated media.On the basis of field investigation in 10 villages in Aba Tibetan and Qiang Autonomous Prefecture and Ganzi Tibetan Autonomous Prefecture in Sichuan Province,this study analyzed the communication effect of Kham Tibetan TV’s program See the World by Rule of Law by means of questionnaire survey and in-depth interview.The results show that the program See the World by Rule of Law has a certain degree of influence in Tibet-related areas of Sichuan,but generally speaking,the communication effect tends to be weakened.In terms of cognitive effect,this program can help audiences improve their legal knowledge.In terms of attitude effect,the audience has a high degree of overall satisfaction and recognition of the program.Under the subtle influence,Tibetan audiences’ recognition of the rule of law and awareness of rights protection have been improved.At the level of behavioral effect,the audience’s participation is low,and the intention of internalizing the spirit of rule of law into action is not obvious.The relatively weak communication effect is mainly reflected in two aspects.First,the program viewing ratio needs to be improved;Second,audience participation in the program is insufficient.Based on the above analysis,this study argues that the poor communication effect of this program is the result of a combination of internal and external factors such as economic,political,technological,social and educational factors.The core is to solve the endogenous problems highlighted in the current production and production of the program.After sorting out,the problems of this program are as follows: the preacher-oriented thinking is obvious,and the endogenous motivation of program innovation is insufficient;the program has a single form of expression and strong political propaganda;the audiovisual language lacks ethnic characteristics,and the acceptance of the public is low;the broadcast time setting is unreasonable,and the audience coverage is narrow;the new media operation system is thin,and the feedback mechanism of communication effect is lacking.Based on this,the following strategies that to improve the communication effect of Kham Tibetan TV’s See the World by Rule of Law program are proposed: in terms of mechanism,explore the publicity and education model of the “melted media plus rule of law”,and abandon the passer’s mentality and actively seek innovation in integrated media;strengthen the construction of talent teams to enhance the legal professionalism of production staff and seek localized cooperation in Tibet-related areas to increase program revenue generation.At the content plane,grasp the audience’s need to deepen the rule of law identity,innovative program presentation,and tell good grassroots rule of law stories,and integrate the concept of reporting on people’s livelihood and strengthen the humanistic care of the media,and improve the timeliness of reporting on the rule of law and do a good job in guiding public opinion on emergencies,and find the cultural common ground and highlighting the characteristics of the popularization of law in Tibet-related areas.At the audience plane,innovate online and offline interaction,expand new media communication channels,provide accurate legal literacy services on demand,and use new media and technology to optimize audience experience.