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央视文化类节目《朗读者》以深刻的内涵和新颖的节目形式引发舆论关注,带动线上线下一股“朗读”热潮,让文学回归到公众的视野和生活语境。本文探讨了《朗读者》节目的创新路径,发现其成功之道在于巧妙利用“大众”与“小众”之间的博弈,独辟蹊径,这种博弈主要表现在节目内容、表现形式、受众以及传播渠道等四个方面。
The “Reader” of CCTV cultural program has aroused public concern with profound connotation and novel program forms, driving the online and offline boom of “reading aloud” and bringing literature back to the public’s visual field and life context. This article explores the innovation path of the “Reader” program and finds its success lies in the clever use of the game between “public ” and “niche ”, this game is mainly manifested in the program content, manifestations , Audiences and channels of communication in four areas.