Research On Mass Communication Of The Network Variety Show Of Niche Music

Under the opportunity of the development of the mobile Internet,the network variety shows are flourishing and blossoming,and the major video websites have also launched many high-quality original variety shows.As a mainstream type in the variety show market,music variety shows have many advantages such as high appreciation,strong star making power,and variable music works.After entering the field of the network variety shows,they are deeply cultivating niche music,positioning themselves in the niche circle that the public rarely contacts,trying to tap an unexplored blank market,in order to achieve mass communication and commercialization.The 2017 "The Rap of China" made hip-hop music popular and successfully led the trend,becoming a phenomenal variety show of then.Later,the opportunities for vertically differentiated niche music themes to appear in the network variety show’s field increased significantly.In 2018,there were many well-made vertical category programs such as "Super-Vocal" appeared,and "The Big Band"in 2019 has realized a transformation from a small focus of content to a big explosion of popularity and public praise.Once popular,it was accidental,but repeatedly dominating the screen means that it must contain certain logic,which is also the original intention of this study.The research object of this article is the niche music network variety show,the research content is based on the popular communication path adopted by the online variety show of niche music,the question is why the niche music network variety can gain the favor from core group,then it radiated to the level of mass communication to trigger hot discussions.Firstly,the article defines the relevant concepts,and then it explores the reasons for the spread of niche music syntheses,and this article believes that the emergence of the niche music network variety show is based on the construction of mobile network subculture.It can meet the entertainment needs of users in fragmented scenes,and it’s the embodiment of the long-tail effect of the market in the current commercial background.The third chapter explains why niche music can achieve the breakthrough through the network variety show.It is divided into four points:the driving of the mobile Internet technology level,the need for self-innovation in the variety market,the support for excellent video platform content and the comprehensive operation strategy includes not only products,but also users and channels.The fourth chapter discusses how the niche music,a marginal media communication form,has entered the mainstream field of view,and this article believes that the niche music network variety show has experienced two forms of circle and mass communication in the process of communication.That is to say,firstly,the niche music network variety shows are radiated to the audience layer by layer through the opinion leaders,this presents a rippled radiation pattern;then find the opinion leader and circle style of the target circle,tag the style in order to obtain the emotional recognition of the core users in the circle and the recognition of the opinion leader.The article also regards the breakout of the niche music network variety as a kind of niche carnival phenomenon under the crowd’s onlookers,through the co-construction of the audience as the onlookers and the niche music as the objects of the onlookers Interpret the phenomenon and analyze the psychological motivation of the participants in each link of the communication path,that is,to connect the development of the niche music network with the theory of popular culture and youth subculture,trying to study the psychological mechanism of users’selection and acceptance And behavioral motivation.The last chapter of the article is a reflection on the spread and development of niche music syndication,and further clarifies the beneficial enlightenment and construction significance of music syndication on the cultural communication of the entire variety market.The music network is trying to get out of the shackles of the popular music culture circle,deeply dig into the vertical niche music field,and contribute to the further exploration of the variety art market.Studying such variety shows can not only calm down and rewind the music network,but also have positive significance for the creation of various circle-themed programs and even the spread of niche culture.