Research On Communication Strategy Of The Cultural And Museum TV Program From The Perspective Of Agenda Setting

In recent years,entertainment programs have a fairly high market share in both TV media and network platforms,and the media environment has shown a trend of pan entertainment.In such an environment,people’s demand for high-quality TV programs is becoming louder and louder.In fact,China’s splendid traditional culture can be called unique program themes.How to make good use of the agenda-setting function of the media to produce high-quality programs has become an important issue for media workers.Therefore,with the support of national policies and the call of the audience,China Media Group(CMG)and other television program production agencies launched a series of cultural and museum television programs that are conducive to the dissemination of traditional culture,such as National Treasure,Every Treasure Tells a Story,and Chinese Archaeology Assembly,which set off a wave of national archaeology and help the activation of cultural relics.Among them,National Treasure is quite representative.For this reason,this paper starts from the perspective of agenda setting theory,uses the content analysis method to explore the communication strategies of program,the attention and emotional orientation of elements,and the effect of the agenda setting in the audience by studying the audience’s comments on the National Treasure on the network platform.According to research,National Treasure has initially won the recognition of the audience by virtue of the appropriate characters,attractive segment design,diversified dialogues,immersive audio-visual style and other factors.Its communication strategy has also achieved initial results in society.Audiences of the program provide suggestions for the program through online platforms,giving full play to the Reverse agenda-setting function,proving that agenda setting in the new era is already not just a "one-way setting"from top to bottom,and the audience’s setting of the program’s agenda from bottom to top is equally important,can even determine whether a program can maintain a high level of attention and discussion in a long-term.The first chapter introduces the background,significance and methods of the research,and summarizes the existing relevant research.The second chapter mainly combs the development process of cultural and museum programs from the perspective of agenda setting,analyzes the reasons for the rise of cultural and museum programs in recent years,and provides support for the following analysis.The third chapter mainly analyzes the elements of the program,and explores the communication strategy of the program topics from the aspects of agenda setting mode,cultural relics selection,characters’ function,process design,languages and audio-visual effects,etc.The fourth chapter analyzes the advantages and problems in the dissemination of the issue based on the audience feedback,and finds that the audience’s attention is more focused on the "cultural relics" issue itself and the guests,and the attention to visual effects,music and other auxiliary elements is low;Emotional feedback is mainly positive,and a few stars have disputes among the audience,which has triggered negative discussions.Finally,discuss the problems and optimization directions of the National Treasure program in agenda setting,with a view to providing reference for the program production,improving the competitiveness,attraction and influence of the program,and enhancing the attention of the cultural and museum topics in the audience,so as to achieve good topic dissemination results.