Research On The Communication Of Chinese Rap Network Variety Programs

In 2017,iqiyi launched China’s first rap online variety show "China has hip hop".After the program was broadcast,the rap music originally hidden underground came into the public view.Rap music completed the leap from underground to the ground,changed the pattern of China’s mainstream music market,and set off a rap trend in China.After the appearance of rap network variety show,it broke the bottleneck of the development of music network variety show in China and pointed out the way for the development of music network variety show in China.Music network variety show began to seek a breakthrough in minority music types.Based on this,this paper takes the Chinese rap online variety show as the research object,takes the relevant theories of communication and television communication semiotics as the methodology,and uses the research methods of literature analysis,content analysis,comparative analysis,sampling survey and in-depth interview to systematically investigate the multiple rap online variety shows in China since 2017,so as to clarify the development context of rap online variety shows in China,This paper expounds the main types of the communication of China’s rap network variety shows,analyzes the communication content and communication path of China’s rap network variety shows,summarizes the communication audience and communication effect by means of sampling survey and in-depth interview,finally analyzes the communication problems of China’s rap network variety shows,and discusses the future development countermeasures of rap network variety shows.The first chapter analyzes the main body of rap network variety programs in China.Firstly,it summarizes the main types of rap network variety programs in China,and then summarizes the main characteristics of rap network variety programs in China.The author believes that video websites,program audiences,contestants and tutors,and opinion leaders of rap industry are the four main communication subjects of rap online variety shows in China.The characteristics of the main body of rap network variety programs in China are the diversification of the types of communication subjects,the overlapping identity of communication subjects,the strong interaction of communication subjects and the general specialization of communication subjects.The second chapter focuses on the communication symbols and significance of rap network variety programs in China.This chapter mainly includes the combing of the communication symbols of China’s rap network variety programs and the interpretation of the meaning expression of the communication symbols.Rap,as a subculture opposite to the mainstream culture,carries out content communication through symbolic communication in order to make the audience intuitively and deeply understand this subculture.It is mainly divided into linguistic symbols and nonverbal symbols.Different symbols have different meanings.The significance of spreading symbols in rap network variety shows is mainly reflected in three aspects: the transmission of specific values by lyrics symbols,the display of rap image by character symbols,and the creation of rap atmosphere by stage symbols.The third chapter focuses on the communication path of rap network variety programs in China.It is mainly carried out from three aspects: online media platform,traditional media platform and online and offline activities.First of all,as a network variety show,the network media platform is the main communication path of the program.The content of the program is transmitted to the audience through video client,social media platform,mobile short video platform,network music platform and network live broadcast platform.Secondly,the traditional media platform reports the program with credibility and authority,which makes the rap network variety program more widely spread.Finally,the rich online and offline activities attract the attention of the audience for rap online variety programs and maintain the popularity of the program.The fourth chapter is the evaluation of the communication effect of rap network variety programs in China.It mainly expounds from three aspects: questionnaire design,audience analysis and communication effect analysis.Firstly,the audience of rap network variety show is investigated and interviewed by sampling survey and in-depth interview,and the audience analysis and communication effect analysis are carried out according to the survey data.Secondly,after analyzing the audience of rap network variety show,it is concluded that the broadcasting of the program affects the audience’s psychology and behavior.Finally,it analyzes the communication effect of rap network variety show from the aspects of cognition,attitude,psychology and action,that is,the of rap network variety show has achieved the effect of popularizing rap knowledge,introducing rap events and changing rap stereotype to the audience,and has affected the dressing style and song preference of the audience to a certain extent.According to the above analysis and summary,the communication subject,program content,audience characteristics and communication channels are the factors affecting the communication effect of rap network variety programs in China.The fifth chapter summarizes the existing communication problems of rap network variety programs in China and puts forward the development countermeasures based on the in-depth study of the communication mechanism of rap network variety programs in China.First of all,the communication problems of China’s rap online variety programs include that the program players misinterpret the spiritual core of rap,deviate from the mainstream values for song creation,and the theme of the players’ songs is divorced from the Chinese social context and reality,blindly learning western technology;The lack of innovation in the production of programs by program producers,malicious editing of program materials and insufficient publicity and dissemination of programs are just a small circle of individuals’ carnival.Secondly,in view of the above communication problems,this paper puts forward corresponding development strategies for China’s rap network variety programs,and believes that the program production team should be rooted in the Chinese context in content production,show Chinese social issues,innovate the program competition system,inject fresh elements into the program,integrate Chinese traditional culture into song creation,and build a Chinese localized rap IP brand;In terms of program communication,we should spread the mainstream values,eliminate the negative elements of rap music,break through the barriers of media platform,and strengthen program communication.