Research On The "Talking Takes All" TV Program Of Hunan TV

Since entering the new century, new media is unceasingly rich and developing, the TVhas a certain impact by that, but is still has a good performance on audience ratings, especiallythe government push on the tri-networks integration, TV is having good prospect.The domestic public scientific literacy far behind the foreign developed countries,therefore, television communication of science and technology has responsibility From thedate of birth, domestic television media is focus on science popularization and sciencecommunication. In recent years, CCTV and local satellite TV have created multiple goodresponses, high ratings programs. And take Hunan satellite TV" Talking takes all " as therepresentative, it communicates medical technology as the main content, as appropriate to thelife, form rich, lively style, it makes a science and education TV program win over the otherentertainment programs, became the ratings winner. At the same time, the program has someproblem in communication, while the change and growth of " Talking takes all" from thefirst season to the second season, but also provides a worthy case study for the research.This paper mainly uses the theory of Agenda setting and other theories, clarifying avariety of contradictions in the television science and technology communication, and therelationship and function between the elements of the communication process, on the basis ofthe empirical study, describe and summarize on the all links in science and educational TVprogram, combining the communication theory to explain profound theories in simplelanguage.As a mass media, television transmission of science and technology in thecommunication process is divided into communicator, message, media, audience and effect,each link has different characteristics. With the help of communication process of" agendasetting" theory, TV communicate scientific knowledge would produce macroscopical andextensive influence to society. And "agenda setting" of television science and technologycommunication theory has three elements, there are topic, content and form. As a successfultelevision science and education section," Talking takes all " TV program in these three areasare a prominent feature:①On the selected topic, combined with the social background,television positioning and audience’s demand, subject is divided into traditional health, healthcare, daily care, life practical and novel medicine, which shows different emphases andprocessing method at different stages;②On the content, reflects the scientific, practical andinteresting request, which comes from the pop phenomenon, disease and event, and comethrough4gatekeepers, such as guest, host, assistant host, qualified program text;③On the form, Humor-style host is to make entertainment and learned-style host is to add features,which together maintain the position of the media, assistant hosts focus on the increaseentertainment and field validation function according to different stages, guests’communication symbols are divided into sign language and non language symbol, and thiscolumn’s link set is divided into the opening, ending, picture and soundtrack.In addition, under the impact of new media, Hunan TV as the representative of thetraditional media, use and integrate into new media, such as Baidu Post Bar, Sina Weibo,Mango TV and mobile phone short message platform, the column gets rich communicationeffect. The social effect as follows:①For good side,the popularization of family medicalidea, expanding column influence, promotion on health products sales;②For bad side, notreasonable proposition," erosion" by business groups and slipping reputation.