Author(s)

Li Li ¹, Yi Qu ¹, Hengtao Ni ¹

Affiliation(s)

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

Corresponding Author

Li Li

ABSTRACT

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.

KEYWORDS

New media, cultural variety show, propagation mechanism

CITE THIS PAPER

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: http://dx.doi.org/10.23977/jsoce.2023.050404.

REFERENCES

[1] Xi Jieren. Encyclopedia of Scientific Outlook on Development. Shanghai Dictionary Publishing House. 2007-10.
[2] Yang Kun. Research on the effectiveness of ideological and political education in colleges and universities under the new media environment. Economist, 2017 (04):232+234.
[3] Central Broadcasting Network. The era of cultural variety 3.0: the main cultural museum and intangible cultural heritage fit the post-95 aesthetic. (2018-10-29)[2023.3.20] https://baijiahao.baidu.com/s?id=16156219392833504 06&wfr=spider&for=pc
[4] Yao Xuan. The dissemination and inheritance of excellent traditional culture in the new era - taking National Treasure as an example. Publishing wide angle, 2018, No. 310(04): 53-55. DOI: 10.16491/ j.cnki.cn45-1216/ g2. 2018.04.014.
[5] Zhang Fan. Traditional culture meets young users: research on the spread of National Treasure on Bilibili website. Zhengzhou University, 2019.
[6] Zhang Jing. Innovation is the life of literature and art - a preliminary understanding of General Secretary literary and artistic innovation ideas. Chinese Literary Criticism, 2017, No. 20(05): 5-14. DOI:10.19324/j.cnki.zgwypl. 2017.05.002.

Sponsors, Associates, and Links

---

• Journal of Language Testing & Assessment
  
  
• Information and Knowledge Management
  
  
• Military and Armament Science
  
  
• Media and Communication Research
  
  
• Journal of Human Movement Science
  
  
• Art and Performance Letters
  
  
• Lecture Notes on History
  
  
• Lecture Notes on Language and Literature
  
  
• Philosophy Journal
  
  
• Science of Law Journal
  
  
• Journal of Political Science Research
  
  
• Advances in Broadcasting