文化类综艺节目大众传播的制胜策略——以《朗读者》为例

• 作 者: 陶天甜
• 机 构: 浙江传媒学院,
• 出 处: 中国文艺家
• 发表日期: 2017年07期
• 关键词: 朗读者 综艺节目 文化类 传播策略 综艺娱乐节目 情感类节目 收视人群 受众面 物欲横流 中国诗词

近几年,我国各大电视台的半壁江山都被综艺娱乐节目占据。而从去年年底到今年年初,以《中国诗词大会》《见字如面》《朗读者》为代表的文化类综艺节目却如一股清流,获得了收视率和口碑的双丰收。其中,最引人注目的便是中央电视台的大型文化情感类节目《朗读者》。该节目让人们体会到了文学之美、读书之好,于物欲横流的浮华世事中唤醒了人们高雅的审美追求。最为不易的是,文化节目的受众面相对狭窄,而《朗读者》的收视人群却覆盖了老中青多个年龄段,成为了文化节目大众化传播的成功范本。

In recent years, half of China’s major television stations have been occupied by variety entertainment programs. From the end of last year to the beginning of this year, cultural variety shows such as “Chinese Poetry Conference”, “see the word as the surface” and “the reader” are like a stream of clean, gaining a double harvest of ratings and word-of-mouth. Among them, the most striking is the CCTV’s large cultural and sentimental program “Reader.” The program allows people to appreciate the beauty of literature, study well, in the materialistic flashy events awaken the elegant pursuit of beauty. The hardest part is that the audiences of cultural programs are relatively narrow, while the audiences of “readers” cover many ages of old, middle and young people and have become the successful model for the popularization of cultural programs.