A Study On The Propagation Strategy Of News Program In Dialect

Dialect news reports, rising stars among various TV programs, haven shown up on various local TV channels. And also they received a high audience rating. Take the program "Shi Bin Ghost Story" from Suzhou TV news channel for example. This program has been on air for8years, reaching an average of over5percentage point audience rating. It’s a popular brand TV programs in Suzhou, and there is a saying that, the one who don’t watch "Shi Bin Ghost Story "is not really a Suzhou person. So the popularity of dialect news reports is obvious. Why do dialect news reports can be so popular these days? For the same news events, why report them in dialect can get the better communication effect? Using dialect is just a form of reporting, but as a brand new programming, what communication strategies on earth does the dialect news report in use of to achieve such a good communication effect? This is just what the author wants to discuss in the upcoming paper. Through the content analysis of "Shi Bin Ghost Story" program, as well as the focus group interview of audience and staff of this program, I consider that the communication strategies that dialect news report programs used are those following ones:using the power of the cultural identity, defusing the official news, using localized communication and the use of the wonders of the narrative style.