Research On The Communication Of Broadcast Cultural Programs Under The Background Of Media Convergence

The report of the Nineteenth National Congress of the Communist Party of China pointed out that without a high degree of cultural self-confidence and cultural prosperity,there will be no great rejuvenation of the Chinese nation.With the support of relevant national policies,the development of China’s cultural industry has ushered in a stage of rapid and efficient development.Under the support of this national policy,the development of China’s cultural industry and cultural undertakings ushered in a rapid development stage.Radio,as a traditional media,has cultural attributes,shoulders the responsibility of social guide,and is duty-bound in cultural communication.At present,media are increasingly integrated.In order to avoid their own disadvantages in development,broadcast media gradually take the road of integrated development with new media.Based on the background of the era of media integration,this paper focuses on exploring the new way of cultural dissemination of broadcasting in the new era,and select squirrel reading by Jiangsu radio and television reception desk,Jiangsu radio management and operation of cultural programs as a case study,analysis in the context of media convergence,What are the deficiencies of broadcast cultural programs in communication?Combined with the research report on the use of We Chat mini program squirrel reading,and provide some feasible suggestions for the future development of broadcast cultural programs.The main body of the paper is divided into four parts as follows: The first part gives a relatively clear definition of the relevant concepts of China’s radio cultural programs“broadcast” and “cultural programs”,and classifies the radio cultural programs from the source of programs and the degree of program processing,which are mainly divided into live broadcast programs and processed programs.The second part makes a brief review of the evolution process of radio cultural programs,and from the perspective of the form of radio programs,it is divided into three periods,namely,the budding period of online popularity of listening programs,the flourishing period of building cultural brands based on programs,and the outbreak period of diversified development of program forms.Then from the above three periods,summed up the three characteristics of the evolution of radio cultural programs,namely,from elite temperament to mass aesthetic,from appeal to reason to appeal to emotion,from unidirectional performance to scene narrative.The third part,starting from the background of media convergence,adopts the interview method,text analysis method and questionnaire survey method to conduct research and analysis on the subject,content,media,audience and effect of the case Squirrel Reading,according to the interview content and the analysis of the program text of Squirrel Reading,the main composition of Squirrel Reading communication,the production method of content,the multiple embodiment of channels and the audience selection of Squirrel Reading under the trend of mass segmentation are clarified.Finally,through the analysis of relevant data in the questionnaire on the use of Squirrel Reading We Chat mini program,the communication effect of Squirrel Reading in content communication,channel selection and audience interaction was studied.The fourth part,based on Squirrel Reading We Chat small programs use survey,and combined with the status quo of today’s audio platform,excavation culture radio program of the insufficiency of the transmission,and these deficiencies,combined with industry trends and the latest development trend of medium,show the future development of broadcasting culture put forward some feasibility Suggestions...