Research On Influencing Factors And Paths Of "Spillover" Of Original Cultural Programs Based On Grounded Theory

The change of media technology and social differentiation make the network media ecology develop into the circle layer,giving more possibilities to the youth groups as network aboriginals,and forming their unique circle culture and circle communication.Therefore,mainstream media such as TV stations also create original cultural programs for young circles.Some programs not only let audiences understand traditional culture,but also make the programs themselves "spillover"(chu quan)from their circle.This means that it has won the love of young audiences,and it also means that the program has an advantage in the competition of similar products in the market.Therefore,exploring the original cultural programs that have successfully "spillover" will help the healthy development of the industry.This research takes the "spillover" of original cultural programs as the research object,based on the research methods of in-depth interviews and grounded theory,to study the influencing factors and paths of such programs successfully "spillover".The original data were obtained through network retrieval and in-depth interview,and the data were coded and analyzed at three levels.This paper summarizes 45 initial concepts,which are summarized into 12 categories and 5 main categories,and forms a theoretical model of influencing factors and path of "spillover" of original cultural programs.The results show that policy environment,content quality of program,communication channels,IP operation and audience’s participation and interaction have different mechanisms and paths for "spillover" of the program.Firstly,as an external factor,the policy environment promotes original cultural programs to cross the circle.Through the policy guidance and control of mainstream media such as TV stations as content producers,the content quality of the programs is affected.In order to attract more young people,radio and television organizations have also made creative changes in program production and broadcasting aiming at the complex social trends of young people.Secondly,the quality of program content is the key factor that determine the successful "spillover" of the program.It plays a leading role in the interactive relationship with the audience,but it is also regulated by the feedback information of the audience.In specific communication practice,production team,innovation practice and guest selection affect audience’s cognitive experience from different dimensions,thereby expanding the scope and effect of their own communication.Thirdly,communication channels are the intermediary between mainstream media and audience for cultural communication.It mainly helps traditional culture to reach more youth circles through various forms of media publicity,and fan groups and acquaintances’ social circles also provide more possibilities for "spillover" of the programs.Fourthly,IP operation is the continuous output of the cultural content of programs.Through interactive marketing and IP ecology including Cultural and creative products and cultural tourism during the programs publicity,it attracts more youth traffic and integrates into the youth circle in a novel form.However,the direct impact of programs on the audience’s cultural consumption is not obvious,and its commercial conversion efficiency needs to be improved.Fifthly,audience’s participation and interaction is an important factor affecting the "spillover" of the program.The watching motivation of the young audience affects their watching experience.If their demands are not satisfied,it will affect their subsequent watching willingness and behavioral participation.In the immersive watching experience,the youth group can have emotional resonance with the program culture and build cultural confidence and identity,but their cognition and memory of the program culture is relatively superficial and short.The audience’s interactive creation reflects how young people’s subjective initiative promotes the connection and communication between traditional culture and the youth.According to the influencing factors of the "spillover" of original cultural program and the practical problems facing the current program development,this study finally provides advice for the expansion of the "spillover" effect of such programs.From the perspective of content creation,program producers should overcome the problem of program homogeneity and help content innovation through the integration of circle culture;Build program features with geographical advantages such as landmark buildings;In technology empowerment to high-tech video development.From the perspective of IP marketing,original cultural programs should continue to deepen the shaping of brand IP and the development of IP series,open up the youth circle economy through the research of cultural and creative products,gross-brand cooperation and other forms,and create a whole audiovisual industry chain,so as to promote the original cultural programs to better realize the conversion of their social,cultural and market values.