Research On The Dissemination Path Of Traditional Cultural Programs In The Context Of Media Convergence

The sages used the canon as a lamp to illuminate the path of culture;the present generation uses the canon as a boat to swim in the river of civilization.“China in the Canon” is a new cultural variety programm produced and broadcasted exclusively by CCTV Channel in February 2021.The programme is a dual spatial presentation of history and reality,transforming the words in the canonical texts into visual symbols and presenting the main characters and core stories in the canonical texts on stage in the form of drama,thus rooting the spirit of traditional culture in the hearts and minds of the audience,and not only bringing the words written in the canonical texts to life It has not only brought the texts written in the canon to life,but also successfully created a wave of "canon fever" at home and abroad.In the context of media convergence,it is a question of how to sustain this boom in the creation of cultural variety programmes,and how to keep innovating,creating excellence and refining such programmes.In order to extend the marketing chain of these programmes,it is important to create innovative communication channels.The introduction of this article first clarifies the research background,significance,current research status,research methods,and innovations,and provides a brief overview of the program“China in the Canon”.Through literature review,it is found that most of the research on cultural programs in China focuses on the innovative development,dissemination characteristics,and popular phenomena of cultural programs.There have been relatively rich academic achievements in the research of such programs.However,the research on the program“China in the Canon” is not comprehensive yet,mostly focusing on modern media technology and analyzing innovative forms of the program.There are certain deficiencies in the comprehensive research on the dissemination path of the program.The first chapter of the paper mainly discusses the requirements and impacts on the dissemination of traditional culture in the current media environment,and analyzes them in conjunction with the program.Chapter 2 starts from the perspective of multimodal communication of traditional culture,analyzes the use and presentation of various symbols in the program,and then discusses the communication value carried behind the program.Chapter 3will study how“China in the Canon” completes the immersive dissemination of traditional culture and how to involve online and offline viewers in the program from the perspective of program format and communication channels.Based on the previous analysis of the program,Chapter 4 affirms its excellent achievements while also reflecting on the future development of traditional cultural programs in China.The conclusion is a summary of the entire research.This article hopes to start from the perspective of media integration and combine with other relevant theories of communication studies to deeply study how“China in the Canon” realizes the modernization transformation of traditional culture in the program,and find out how“China in the Canon” spreads in the context of media integration.At the same time,summarize the value of the dissemination of“China in the Canon”,and find new paths for the development of cultural programs and the dissemination of traditional culture in China to gain new insights.