Research On The Communication Effect Of The Traditional Cultural Program National Treasure On Bilibili

Bilibili is a popular video site for young people and a major venue for youth subculture development.The phenomenal large-scale traditional culture program National Treasure produced by CCTV is widely acclaimed on Bilibili,and its communication effect on Bilibili is worthy of in-depth analysis.This thesis takes National Treasure(seasons 1-3)on Bilibili as the research object,takes use and satisfaction theory as the theoretical basis,and studies the communication effect of National Treasure on Bilibili through questionnaire survey method and participant observation method.This thesis is divided into five chapters,which firstly explains the communication characteristics of National Treasure on Bilibili,secondly analyzes the communication effect of National Treasure on Bilibili through questionnaire data analysis and participant observation,summarizes the factors affecting the communication effect of National Treasure on Bilibili,and finally proposes suggestions and measures to enhance the communication effect of traditional culture on Bilibili.The first chapter is the introduction,which explains the background of the thesis,the purpose of the study,the significance of the study,the research method,the theoretical framework and the research idea,and composes the current status of the study.The second chapter explains the communication characteristics of National Treasure on Bilibili from three aspects: the communicator,the content and the audience,which are the fusion of behind-the-scenes and in front of the stage,the audiovisual content that combines tradition and modernity,and the audience with multiple viewing needs.The third chapter analyzes the communication effect of National Treasure on Bilibili,and analyzes its communication effect from three levels: cognition,values,and behavior.On the level of cognition,it can make audiences correctly understand traditional culture,activate traditional culture vitality and build national consciousness;on the level of values,it can help audiences establish cultural confidence,clarify value orientation and build self-identity;on the level of behavior,audiences can continue the cultural creation of the program,innovate traditional culture inheritance patterns and build cultural and blogging social.The fourth chapter analyzes the factors affecting the communication effect of National Treasure on Bilibili,and it can be found that in terms of the content factors of the program,audiences evaluate the importance of the novelty of the program’s format,narrative vulgarity,professionalism of the explanation,whether it is combined with digital technology and whether it is combined with pop culture differently,and audiences generally approve of the highlights of the program,but also think that there are shortcomings in the program.In terms of the audience’s own factors,it is found that the program’s communication effect is better among adult audiences.In terms of viewing level,audiences who have "watched the first season & second season" and "watched all three seasons" are more effective than those who have only watched a few episodes of the program.In terms of viewing motivation,audiences who are "recommended by their friends" have better communication effect than those who are "simply for entertainment".In terms of social and emotional factors,creating a social atmosphere and a sense of companionship are conducive to improving the communication effect of the program.The fifth chapter makes suggestions on how to enhance the influence of traditional culture communication on Bilibili,and gives specific measures to optimize the dissemination of National Treasure on Bilibili,mainstream media’s traditional culture communication on Bilibili,and mainstream culture’s guidance of youth subculture merging,respectively.