First of all, the policy slogan of "building a cultural power" is familiar, but substantive measures and breakthroughs have not been enough.
Secondly, with the popularization and cultivation of higher education, the public demand for cultural festivals is also increasing year by year, but the channels for citizens to choose books are still blind. It is necessary for readers to choose books from their own interests instead of blindly following the trend. Reading programs is a good means.
Thirdly, the disappearance of "physical bookstores" some time ago has also attracted a topic storm, which not only reflects the lack of cultural consumption of citizens, but also reflects the survival dilemma of traditional media. As a mass media, it is natural for TV to participate in mass reading.
Finally, the revival of China's traditional culture has been revived, and reading programs bear the heavy responsibility of "reading well and reading well".
The earliest reading program in China can be traced back to Reading Time broadcast by CCTV in May, 1996. Its appearance made reading programs begin to enter the audience's field of vision, which promoted the broadcast of reading TV programs in various places, and was later revised to "Meridian Liuzhu", but the response was flat and it stopped broadcasting in 2006. Around this time, more than 10 provincial TV reading programs also stopped broadcasting. The "ratings" are hard to leap. Aside from the external reasons such as the competition of entertainment variety shows, the problems existing in the programs themselves should not be underestimated.
The author uses Hebei Satellite TV "China Power? Taking ReadingNo. 120403 "China in a Village" as an example, this paper analyzes the present situation and reasons of domestic reading programs, and also provides reference for future development.
First of all, such programs are inherently weak. There is a theory on TV communication that TV can be roughly divided into three forms: one is "expressive form" (also called artistic form), such as TV drama and TV literature and art; One is "communication form" (also called documentary form), such as news programs and documentaries; Then there is the "mixed form", which is a program form in which the above two are intertwined, such as children's programs.
It should be noted that in recent years, the domestic "expression forms" programs have made great progress, and the TV programs "Everyday Up" and "Happy Camp" of Hunan Satellite TV have become the must-see programs of young people's TV networks. Looking at the TV media in developed countries, the artistic entertainment of "expression form" is just a snack after a meal.
And reading programs are all included in the "communication table". "But compared with news, the thinking and means of communication are still limited to a closed one-man show, and there is no chance of' mutation'. Coupled with its own' weight' is not as good as news, so resources are extremely scarce. "
Second, lack of interaction and participation, the communication effect is not good.
Third, there is a lack of signboards.
Fourth, the propaganda is not enough and too formalistic.
Compared with the decline of domestic TV reading festival, some foreign TV reading programs are the leaders in the ratings list, such as Oprah reading club in the United States and Bevo reading in France. How are foreign TV reading programs successful? Can we learn from it and find a way out?
Oprah winfrey, the queen of TV talk shows? Winfrey is regarded as the queen by the American book industry. The TV program Oprah Reading Club hosted by her was founded on 1996. Her practice is to introduce a book to TV viewers every month. She studied these books with everyone and invited the authors to communicate with readers in the program. This unique way quickly made the program famous, with an average of 33 million viewers watching each episode. Oprah's slogan is "Let America start reading again", and the books she recommended became American bestsellers overnight. A publishing president said humorously, "With Oprah's charm, people will read the phone book."
The success of this reading festival is due to Oprah's personal charm and unique operation. It usually publishes this month's selected books at the beginning of the month, giving readers a few weeks to buy and read books, so that Oprah will cause more buzz and discussion when talking about this book. This also gives publishers time to print more books and hold promotional activities.
As early as 1975 1 month, France TV 2 launched a campaign by Beenaert? The program "Reading" hosted by Biwo starts at 9: 30 every Friday night. About 90 minutes, no movies, no music. All the presenters had face-to-face communication and discussion with the authors and readers of Kan Kan's appraised books. "Biwo is familiar with the publishing market, and he is also a critic. He is witty, humorous, heckling or praising. " This elegant cultural program has long been in the forefront of France's national ratings rankings, and Reading aloud has also become the most famous and longest-lived literary program in French television history, which lasted until 1990. 199 1, Biwo returned to Channel 2 after leaving Reading for one year, and founded and presided over the column of Culture Soup. It also maintained the basic style of the original program and achieved success again.
How to find a better fit between reading programs and the public?
1. Play the role of the master's soul
First of all, we should have unique TV communication skills, tell stories in TV language, and avoid random communication such as speeches, monologues and reading manuscripts; At the same time, you need to know how to listen, interact and have strong adaptability. Once there is silence, you should be able to catch a new "excitement" in time. Secondly, it needs extensive and complicated knowledge and profound literary foundation. Third, rich in social conscience and sense of responsibility. The host should promote books with a serious, meticulous and responsible attitude, and it is best to extend stories outside books on the grounds of books, reflecting the concern and watch of the media and intellectuals on social reality.
2. Accurate program and audience positioning
Television stations should get rid of the shackles of the concept that "reading programs are programs about books for readers" and position themselves as high-quality and popular, close to readers and close to the times. Secondly, the selection of books should not only be based on the tastes of the audience and the current hot topics, but should uphold the social conscience and moral responsibility of the media and intellectuals. We should not only choose the best-selling books familiar to the audience, but also pay attention to those books with profound humanistic care. The selected books should include literature, history, science, finance, religion, biography and other fields.
3. "Communication form" and "expression form" simultaneously.
We may learn from some forms of packaging and dissemination of entertainment programs. In addition to a single TV media, we can also integrate new media such as network TV, video websites, forums and blogs, so that reading programs will not be "cold and clear".
4. Entering the "golden file", the local government and CCTV jointly spread effectively.
Reading programs is not a one-time fast food consumption, but needs the effect of "moistening things quietly" and forming habits among the audience. (Author: School of Journalism, Heilongjiang University)
To annotate ...
1234 Xu Rende: world star host Fudan University Press