abstract:

In the era of globalization, informationization and networking, China has set off a wave of promoting the traditional cultural values of China. In terms of mass media, cultural TV programs, which mainly focus on presenting Chinese excellent traditional culture, bear the responsibility of shaping China's cultural identity under the new situation, and on the other hand, they are experiencing the development stage of media integration. In the process of integration and development, cultural programs often present various aspects that are not conducive to China's cultural identity. Finally, through case analysis, combined with the new media integration function and media integration theory, this paper puts forward the countermeasures for the innovation and integration development of cultural programs.

Key words:

New media; Cultural identity; Cultural programs; media convergence

First, the integration and development of cultural festivals challenges cultural identity.

First, the change of China's cultural identity under the trend of cultural program integration. On August 2014 18, the fourth meeting of the central leading group for comprehensive deepening reform deliberated and adopted the Guiding Opinions on Promoting the Integration and Development of Traditional Media and Emerging Media, which raised media integration to the national strategic level. Taking this opportunity, the integration of traditional media and emerging media has triggered a series of changes in the production of cultural TV programs. For example, due to the change of broadcast channels, cultural programs are often applauded and not popular, so traditional cultural content also appears in the popular science education column. In the stage of integration and development, talk shows, reality shows and competitive programs are more suitable to be combined with traditional culture, which broadens the broadcasting channels of cultural festivals; Another example is the change of audience dimension. The "cultural indoctrination" of traditional cultural programs is based on the passive audience, while the emerging media participate in the integrated development and directly bring the audience into the process of cultural communication. From this point of view, cultural identity is subject to the fast pace of new media culture in timeliness; The spatiality of cultural identity has also broken through the special geographical space in the traditional sense and increased the dimension of virtual space; The contrast of cultural identity also has a cross audience group for the purpose of cultural festival and multi-screen integration, and the corresponding collective consciousness has also penetrated into different dimensions of the audience; The interaction of cultural identity is no longer limited to individuals and groups, but also exists between individuals with different identities and between multiple groups.

Finally, cultural projects have integrated the diversity and complexity of cultural identity in their development. Cultural identity in the integration and development of cultural programs has two sides. Program integration is about the development trend of "media side", while cultural identity is about the state of "audience side". It can be seen that various changes in the integration and development of "media side" have triggered changes in the cultural identity of "audience side", and the diversity and complexity of the cultural identity of "audience side" will also affect the integration and development of "media side". Some scholars divide cultural identity into six forms: social identity, professional identity, regional identity, national identity, cultural identity and ethnic identity [3]. As a multi-ethnic China, the cultural identity from the political and economic center to the frontier revolves around key issues such as national culture, national ideology and modern nation-state form. Therefore, China's cultural identity also presents a variety of patterns.

Accordingly, the integration and development of traditional culture TV programs in China must consider the regional differences, ethnic differences and ideological strength of China culture. This may be an opportunity for the diversified development of cultural programs, or it may be a political risk, economic risk and cultural risk for the integrated development of cultural programs.

Second, the integration function of new media is reflected in the innovation of cultural festivals.

The integration of traditional media and emerging media not only promotes the innovation and transformation of cultural programs themselves, but also integrates the vessels, communication, products and services of human society in a broader sense [4]. Specifically, the integration function of new media is embodied in the following three aspects:

First, functional integration. Functionally, the audience is no longer satisfied with mechanically accepting the program products transmitted through digital TV. The functional integration of new media refers to the gradual transmission of information and media content from computer information technology systems and broadband communication networks to users. This is consistent with the development trend of triple play, and it is the gradual improvement of the audience's functional requirements for all aspects of cultural programs in the process of use and satisfaction.

Second, industrial integration. At present, the integration of traditional media and emerging media focuses on the production of functional content, while the discussion of new media as a cultural industry with industrial attributes is less. The industrial integration function of new media is mainly to promote the industrial integration of computer industry and information technology, electronic communication and media industry. Some scholars have pointed out four major trends in the media industry: resource endowment has changed from channel scarcity to content scarcity; The profit model has changed from a single income channel to multiple income channels; The industrial pattern has evolved from industrial separation to industrial integration; The market structure has evolved from a highly monopolized market to a competitive monopoly market [5].

Third, the integration of products and services. The integration of products and services refers to a synthetic form in which media and information industries use broadband facilities and digital functions to interact with products and services to cater to customers' tastes. Hunan Satellite TV took the lead in adding barrage to TV programs, and a live broadcast was divided into two viewing modes: channel and network, which enriched the functions of media content.

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