Research On The Communication Strategies Of Local Television Public Welfare Programs

TV as Traditional Media,Ever since its birth,it has occupied a place in mass communication.With the change of audience needs and the advent of the Internet Era.he content of TV performance is no longer rigid with policy propaganda and film and television play.More and more entertainment and talent shows are popular.Audiences are exposed to an age of entertainment to death.At the same time,the traditional outlook on life and values have also been challenged.To suppress this phenomenon,The State Administration of Radio,Film and Television has promulgated and implemented the "Entertainment Restriction Order" several times.It is against this background that CCTV large-scale public welfare program Waiting for Me was born.And since it was broadcast,it has gained high ratings and reputation.To some extent,this has also spawned a large number of TV public welfare programs.At present,the academia has made extensive research on the form,characteristics,development process and existing problems of TV public welfare programs in China.However,there are few examples to sort out and discuss the development background,program form and communication effect of local TV public welfare programs.Because the author has the experience of practicing in Jilin Satellite TV's "Long Time No See" as a public welfare program,this paper will select this local public welfare program as the main research object.By using literature analysis,case analysis and text analysis,the dissemination strategies of local TV public welfare programs are analyzed,in order to fill the gaps and deficiencies in the research of local TV public welfare programs.It also provides substantive strategies and suggestions for the development and dissemination of local TV public welfare programs.After sorting out and explaining the background,significance and basic information of the selected topic,the paper gives a brief introduction to the literature.On the Basis of the Concept and Relevant Theoretical Basis of TV Public Welfare Programs in China.This paper mainly expounds the general situation,communication characteristics and existing problems of "Long Time No See" under the new media environment.The full text takes Jilin Satellite TV's "Long Time No See" program as the reference object,and summarizes the development strategies of local television public welfare programs in China.On this basis,the dissemination strategies of local TV public welfare programs are summarized.Inthe future,local TV public welfare programs are expected to develop in the direction of localization,nationalization,specialization and cross-media communication.