The Research On Communication Characteristics Of Network Cultural Talk Show Program Vistopia

With the growing emphasis on and support for the country's cultural undertakings,and with the ever-increasing demand of people for cultural knowledge.The number and quality of cultural programs have greatly increased in recent years,and are increasingly favored by the audience,a number of cultural programs leaders such as"The Reader",National Treasure "Guanfu Dudu"," Morning Call" and so on have emerged,the wind of "cultural programs" can be said to be more and more intense.In June 2015,the "Vistopia"came into being as a web cultural talk show,jointly produced by the "Imaginist" brand of the famous publishing house Guangxi Normal University Press and the popular video website Youku Tudou.Since this column launched,"Vistopia",continued to gain good reputation and remarkable ratings,not only became the "hot cakes" in the current cultural products,but also provided a valuable model for other vertical cultural programs.Generally speaking,the success of this column is attributed to accorded with the government's cultural development strategy,the situation of' differentiated competition market,the cultural desire of subdivide users',and the cross-border flow of outstanding talents from traditional media to new media.In terms of communication characteristics,"Vistopia" first selected the high-end professional dissemination of the main body,and the use of a unique production model,it is these guarantee the dissemination of the content of the exquisite and rich.Secondly,"Vistopia "continues to intensively disseminate content,which is mainly manifested by upholding a clear cultural core throughout the column,and using rich expression forms to meet viewing requirements.Thirdly,"Vistopia " has established a three-dimensional and multi-dimensional communication channel,including only broadcasting in appointed video site platforms and establish offline activities for content dissemination,multi-media composite promotion and peripheral product assist promotion.Furthermore,segmentation audiences meet the needs,social network gathering fans,and diverse user interaction settings reflect the audience strategies adopted in the user thinking.Finally,in light of the overall characteristics of communication,we have drawn the inspiration from the difference positioning and brand profitability that will enable the continued development of online cultural talk show columns.