Research On Traditional Culture Communication Strategy Of CCTV Variety Show Under The Background Of Media Integration

The development of modern culture and communication technology has brought opportunities and challenges to the inheritance and development of traditional culture.With traditional culture as its core,CCTV has created a series of cultural variety shows,which have achieved high ratings and good reputation.This thesis focuses on CCTV’s cultural variety show Chinese Classics.Firstly,with the help of Susan Sontag’s concept of "new sensibility",it is considered that the program combines modern science and technology with traditional culture,dispels the boundary between elite culture and mass culture,and improves the audience’s sensibility to traditional culture.It can be called Susan Sontag’s "new sensibility" works.Secondly,along the path of Sontag’s concept of "new sensibility",this thesis summarizes the communication strategy of the program from three aspects: Based on the ancient book culture,innovative form and catering to the sensibility of the times,so as to provide reference for the communication and development of traditional culture in the form of variety programs.Finally,using the text analysis method,this thesis extracts the audience comments of the program Chinese Classics on Iqiyi platform,analyzes the communication effect from three aspects: cognition,attitude and behavior,and believes that the program increases the audience’s cultural knowledge of classics and enhances the national cultural confidence and promotes the audience to spontaneously pay attention to and inherit traditional culture.Exploring the successful path of the program will help to provide reference experience for the inheritance of traditional culture all over the world.