| From the perspective of communications,so far,human communication activities can be divided into four stages,namely oral communication,written communication,print communication and electronic communication,during which kinds of media are not replaced successively,but superimposed.Communication of traditional opera fits with the development process of human communication: experiencing three stages of original teach-orally mode of personal communication,various types of single-sided communication,one type compatible with multi-aspect communication.The emergence of TV makes it possible for Chinese opera to spread on the same platform.TV has greatly expanded opera audience with its strong communication and appealing effects and far and wide influence,conforming to the change of viewing mode from audience in theaters to audience in families.The column-oriented mode enables layout and broadcast of opera television programs to bid farewell to the former chaotic situation,which is not only an innovation of arrangement of TV in form,but also initiative adaptation of opera TV Column to TV ecological evolution in production concept,management mode and communication strategy,which is the most important and the most prominent sign of continuing and deepening development of opera TV.The column-oriented mode is a collection of artistic forms of theatre,knowledge,variety and reality shows,melting functions of opera appreciation,information communication,knowledge popularization,leisure and recreation and others into a harmonious entity,which is highly flexible,comprehensive and participatory,furthermore,the fact that opera TV Columns are broadcast in fixed time and channel drives the audience to foster a viewing habit,in this sense,it has become one of the best platforms for communication of opera.The study of the present paper is based on the logical clue of “facing the problem→analyzing the problem→solving the problem”.In terms of “facing the problem”,the author analyzes from both vertical and horizontal perspectives and from dimensions of “history” and “reality” to respectively perform dynamic investigation and classified observation.It can be seen from the evolvement trajectory of alliance between opera and TV that the alliance of both beginswith active overture of TV,experiencing the evolution of the four stages of initial establishment(1958-1965),stagnation and recovery(1966-1978),the rapid growth(1979-1995)and continuous deepening(since 1996)brought more natural combination,closer interaction and more in-depth cooperation.Since the end of 1970 s,opera TV Columns have gone through four stages: the embryonic period(1978-1987),the development period(1988-1995),the prosperity period(1996-2003),and transformation and remodeling period(since 2004),among which opera TV Column achieves the transformation from single form of “I broadcast and you watch for opera aria” to flourishing scene of “multiple prosperity,mutual splendidness”,opera TV Column completed transition of special subject→part→variety→entertainment→competitition,meanwhile,concepts of demassification and branding are increasingly deepening with the property of participation being increasingly prominent and the form and content of programs tending to be multiple.In the nearly 40 years of development,opera TV Column always has constantly absorbed nutrients of other arts with extremely strong inclusiveness and adaptability and try to combine with the new form of program to foster ancient opera art to coruscate new vitality and make opera program one of the most vigorous and longest TV literary and art forms in China,and the drama program has become one of the TV art forms with the longest China vitality.At present,opera programs are faced with huge impact and challenges,suffering a sharp drop in the number of new programs,suspension and cancellation of old programs and constant changes in broadcast time,creators in chief of opera TV Columns have been exploring in difficulties,innovating in explorations,and developing in innovations,and they face difficulties with changing attitudes,leading opera program to enter the new period of transformation and remodeling.In terms of “reality”,the present paper mainly focuses on the classification of current opera TV Columns.The present paper starts with significance of TV classification,using the theory of “Use and Gratification”,and the author educes that “classification”should be “contract” abiding by both transmitter and receiver,that is,similar programs should embody similar cultural values,meet the specific needs of the audience and guide the audience to select.Based on this,opera TV Columns can be divided into four types:Theater-based,knowledge-based,variety-based and reality show.On this basis,the author clarifies definition of the four types of programs,classifies the specific forms of programs contained in each type,inspects distribution of the types from three aspects of media,time and geography and concludes their respective limitations and problems.In terms of “analyzing the problem”,the present paper attempts to closely match the aesthetic needs and tendencies of the audience,investigate 1004 audience in the form of questionnaires by way of stratified random sampling,based on which statistics and analysis of the audience concerning channels to contact opera,tendency of viewing behavior,form and content and rating evaluation are concluded,and through cross-over analysis,the author further explores differences in ratings among audience in different ages,educational level and residence.The survey found that the middle-aged group or above is more loyal to opera while the youth group is far away on the whole.For the channels of contacting opera,different types of audience make different choices obviously,television and radio constitute the main channels for the audience to contact opera.As for viewing behavior,although the real audience of opera programs is huge,the number of loyalty audience is small,the overall viewing condition is not optimistic,ratings of the young,highly educated group and urban residents are lower.In the form and content tendency,audience group of theater-based and competition-based types of opera programs is stable,but with many limitations;programs with topic of opera teaching,interviews and news are snubbed with limited living space;in the meantime,opera reality show is a new force that suddenly rises,becoming a new growth point of the development of opera TV Columns.From the evaluation of current opera programs of the audience,the overall satisfaction is not high,the conflict of “it is difficult to cater for all tastes” emerged being prominent.Among old programs,some have already entered a recession,while the ratings myth of several programs represented by Liyuan Spring is going on;in addition,some new programs are affirmed,indicating that innovating to change and striving for young audience and highly-educated audience are the keys for survival and development of opera programs.In terms of “solving the problem”,the present paper begins with and bases on conclusion of the audience survey,orients at bottlenecks and the problems encountered in the process of the development of current programs.On the basis of discussion of profound influence of current cultural context on opera TV Column,the author strives to observe the development orientation and direction of such programs with a rational and objective attitude,and takes communication elements as the basic clue,and analyzes from the aspects of concept,audience and contents to resolve the problem of positioning opera TV Columns.In the understanding,creators in chief of opera programs closely relate mass culture to traditional culture to enhance mutual selection,intervention,communication,integration to tap the contemporary value of traditional culture and stand in the public’s position and perspective to make the programs “from the public,to the public” in their loved form,while facing up to vitality and positive significance of mass culture,related personnel should also beware and resist its digestion and impact on traditional culture art,in recognition of the reasonable emotional desire of mass culture,arouse aesthetic consciousness of opera among the audience to achieve aesthetic transcendence.On the one hand,common characteristics should be included in opera programs to adhere to the quality of localization,taste of the civilian and morals of human culture;on the other hand,target audience should be taken as the center of audience for segmentation and subdivision,opera programs should perform content positioning around aspects as “traditional style”,“characteristics of the times”,“local characteristics”,“entertainment oriented” and “multi fusion” to meet different needs and aspirations of different audience groups,so as to consolidate loyal audience,cultivate flowing audience and tap the potential audience.In terms of specific operation,the present paper proposes suggestions from planning,hosting,packaging,etc.The present paper holds that drama programs should make a fuss about theme planning,special planning and series planning,perform “dynamic and normal” revision based on careful planning to continuously adjust columns,improve links and increase fresh elements to make the programs unfading and everlasting and continuously bring the audience with a strong sense of freshness.At the same time,it should also break through the inherent mode of communication to achieve cross regional cooperation,cross cultural communication and multimedia alliance to maximize the audience.Hosts are important brand of TV Columns and required to accord with programs in image temperament,language style and cultural connotation.Hosts of opera programs can be divided into performance type,civilian type and expert type,media can expand the sources to recruit talents,and boldly employ cross hosts,and hosts are required to continuously improve the quality and skills to seek extension and transcendence to extend its hosting career.In addition,opera programs must also take the external packaging into account to design and polish program name,logo,slogan,titles,trailers,clips,etc to achieve good effect of distinctive features,popular supports,internal and external refine and complement each other of programs.In the present paper,the author also looks forward to the integration and interaction of opera TV Columns and new media.Compared with traditional TV media,the“massiveness” of content and the “diversity” of form constitute a significant feature andimportant advantage of new media;mobile terminal,especially mobile phone,IPAD and other “media with temperature”,bridges the cracks between characteristics of appreciating operas and beauty-appreciation habits of the audience,and greatly expand viewing space and time of the audience;and interaction of appreciation ways also breaks the boundaries between communicators,brings evolution of way of information acquisition,and cultivates logical thinking and philosophy of hyperlink reading of the audience,all of which brings new opportunities for the development of opera programs.At present,the strengthening of media integration and the realization of multi screen linkage should be effective means to achieve integration and interaction between opera TV Columns and new media. |
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