Upped New,Old Palace!on The Dissemination Of Traditional Cultural Innovation Practice Research

In recent years,our country’s traditional culture program highlights frequently,to achieve the traditional culture of“Breaking the circle of communication.”.The success of these traditional culture programs is mainly due to the integration of innovation to the integration of media products.Upped new,Old palace ! is a The Palace Museum programme that combines traditional culture with contemporary elements in the form of cultural exploration and the development of cultural derivatives,to achieve the phenomenon of traditional cultural transmission.The program not only conveys the essence of Chinese culture to the audience,but also meets the needs of young audiences for the cognition and consumption of traditional culture.This paper takes the program upped new,old palace! as a case study,reviews the series of integrated media products of upped new,old palace! combines the theories of narology,semiotics and marketing to analyze the innovation of the program compared with other traditional cultural programs.This paper analyzes the innovative practice of cultural communication from three aspects of traditional cultural production,communication and consumption,combining the four Internet thinking and media product industry chain processes of user thinking,content thinking,cross-border thinking and platform thinking.Firstly,it discusses the motivation of the innovation of traditional culture communication in upped new,old palace! from the macro level,and then analyzes the concept of traditional culture communication innovation in the era of financial media from the medium level.Then it analyzes the innovation of traditional culture content production,traditional culture communication strategy and traditional culture consumption mode from the micro level.Finally,it summarizes the significance of upped new,old palace! to the innovation of traditional culture communication and the enlightenment it brings to the innovation and communication of traditional culture.