Research On The Communication Strategy Of CCTV's Festival Cultural Program "Ancient Rhymes And New Voices

In recent years,cultural programmes about traditional festivals have been rejuvenated by taking the dissemination of excellent Chinese culture as the cornerstone of their creation and by constantly adapting and upgrading their communication strategies through new media.It is in this social space that CCTV’s festival culture programme "Ancient Rhymes and New Voices" continues to optimise its creation mode and communication strategy to reignite traditional festival culture.On the one hand,"Ancient Rhymes and New Voices" carries the responsibility of spreading the culture of Chinese festivals,using the performance form of "Variety+ Festival Culture" to spread the knowledge of festival culture in an educational and entertaining way.On the other hand,under the tide of cultural confidence,the emergence of "Ancient Rhymes and New Voices" has met the public’s expectations for access to festivals,history,culture and spiritual connotations.The study of the optimisation and innovation of the communication strategy of CCTV’s festival culture programme "Ancient Rhymes and New Voices" in the new era will provide a new perspective to inherit and promote the excellent traditional Chinese festival culture.In order to explore the communication strategy of "Ancient Rhymes and New Voices",this paper uses the content analysis method,text analysis method and questionnaire survey method to analyse the content expression and audience effect of "Ancient Rhymes and New Voices",and to systematically and comprehensively analyse the communication strategy of "Ancient Rhymes and New Voices" in four dimensions:communication subject,communication content,communication channel and communication audience.The communication strategy of "Ancient Rhymes and New Voices" is innovative,with the hosts,experts,celebrity guests and programme writers working together to expand the communication dimension of "Ancient Rhymes and New Voices".In terms of communication content,the programme constructs a multi-dimensional narrative space,taking traditional festival culture as the core of its creation,integrating historical and cultural resources with the spirit of the times,and using technology to empower the static imagery of folk culture,poetry culture,non-heritage culture and regional culture,balancing public aesthetics and festival cultural interests in its narrative,and achieving innovative expressions of traditional festival culture through storytelling and modernised interpretations of classic poetry,which have both entertainment and cultural attributes.In terms of communication channels,the programme embraces Internet thinking,carries the linkage between TV station and the Internet,creates a communication matrix with multiple communication platforms,caters to the characteristics of the communication platforms to achieve diversified communication,and expands the communication channels with the help of the fan effect.In terms of audience strategy,the study found that "Generation Z" young viewers are the main group of viewers of traditional festival culture programmes.Based on the audience’s receptive aesthetic perspective,the programme "Ancient Rhymes and New Voices" uses "youthful" and "national trendy" positioning,sets up interactive games and builds a virtual community platform to meet the social experience of viewers,attracting a large number of young viewers to participate in the dissemination and interaction of the programme.The traditional festival culture programme "Ancient Rhymes and New Voices" has optimised its communication strategy to enhance the programme’s cultural communication effectiveness,playing an incomparable role in awakening public memories of festivals,building cultural confidence and constructing a cultural economy.