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Research on the Content and Communication Mechanism of Cultural Variety Shows from the Perspective of New Media: Taking National Treasure as an Example

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DOI: 10.23977/jsoce.2023.050404 | Downloads: 5 | Views: 138


Li Li 1, Yi Qu 1, Hengtao Ni 1


1 Shang Rao Normal University, Zhimin Avenue, Xinzhou District, Shangrao, Jiangxi, 334000, China

Corresponding Author

Li Li


Against the background of the new media environment of “relying on new media technology and related equipment and public participation in communication”, cultural variety shows have also entered the new 3.0 era from the exploration of the 1.0 era to the proliferation and imitation of the 2.0 era. Represented by National Treasure, the 3.0 era has created another spring of cultural variety. It still takes traditional culture as its core, but the program form, especially the communication and inheritance mechanisms, has changed. The official sets up a media communication platform; the network resonates and uses modular narrative to carry out fragmented communication; ordinary people recreate to meet their psychological desire for expression and happy sharing. The cooperation between the two makes the official become the first layer of communication flow, while the folk recreate after receiving, forming the second layer of communication flow, and the two layers of communication flow continue to integrate and expand the influence of national self-confidence.


New media, cultural variety show, propagation mechanism


Li Li, Yi Qu, Hengtao Ni, Yue Zhang, Research on the Content and Communication Mechanism of Cultural Variety Shows from the Perspective of New Media: Taking National Treasure as an Example. Journal of Sociology and Ethnology (2023) Vol. 5: 19-26. DOI:


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