| On September 30,2021,Hunan Satellite TV put forward the slogan "Youth China",officially ending the era of "Happy China" since 2004.From "happiness" to "youth",Hunan TV marks the development trend of "de-entertainment",andhighlights the responsibility of the Party media platform and the positioning of leading the youth culture platform.Starting from the positioning theory,this study uses the research methods of case analysis,text analysis and questionnaire survey to sort out the development course of Hunan Satellite TV from the perspective of macro historicism,and examines the relationship between the orientation and the political,market and social environment.With typical TV programs,news reports and netizens’ comments,this paper analyzes the correlation between the orientation and the deep-seated reasons for the orientation,analyzes the presentation and expression of "youth" of Hunan Satellite TV,and reveals its effects.The research finds that every time Hunan Satellite TV relocates and the time node of kernel innovation,it relies on the historical experience accumulated by long-term exploration and keen insight and judgment.First,the choice of "youth" of Hunan Satellite TV has experienced a long period of preparation and practice.It is the core idea and cultural background accumulated by Hunan Satellite TV for many years,and the keyword extracted from "Happy China" echoes the development trend of The Times.Second,through the perspective of the logic behind the transformation,it shows the contradictory relationship between the commercialization,marketization expansion of state-owned TV media and the positioning of mainstream media.Hunan Satellite TV has achieved great success on the road of marketization,but excessive entertainment runs counter to the ideological function undertaken by mainstream media.The creativeecology is surrounded by the abnormal "rice circle first" and "traffic first"."Youth China" is related to the integrity of the radio and television industry after the policy adjustment,and is closely related to the development trend of the media and the position and creation direction of the content industry under the ecological pattern of the Internet.Third,under the guidance of the construction of new mainstream media,Hunan Satellite TV breaks the game with "Youth China" and realizes its political value through the orientation and ideology of "new mainstream" and "people’s nature".Through the presentation of TV program content to bridge contradictions and differences to achieve social value;Through media fusion and technology enabling to achieve market value,and finally realize the unity of economic benefits and social benefits.At present,Hunan Satellite TV continues to maintain the top position among provincial satellite TV stations,and its traffic advantage in new media platforms is quite prominent.However,between change and unchanged,"Youth China" is still in the transition throes of mainstream and entertainment run-in,with the problem of fuzzy cognition.The phenomena of "star-making","star-chasing" and "fan-controlled comments" still exist.It is difficult for the public to change their impression of "entertainment" of Hunan Satellite TV in a short time.In order to truly change the reputation,it is still necessary to stick to the position of mainstream youth culture and continue to export the content of high-quality and innovative programs. |
