融媒时代文化类节目针对青年受众的创新及价值传播探讨

Discussion on Content Innovation and Value Communication of Cultural Programs Aimed at Young Audiences in the Era of Media Convergence

融媒时代,文化类节目形态、传播渠道及传播方式都在不断改变,青年受众的注意力也随着互联网技术的发展不断分化。针对青年受众在融媒时代的变化与特征进行了阐释,并进一步论证文化类节目为吸引青年受众在话语方式、内核呈现、氛围营造及文化延展等四个方面如何进行内容创新。最后指出在融媒时代,电视传播观念要转变,并对节目融媒传播的可行性和可操作性进行了探讨。

In the era of media convergence,the forms,channels and modes of cultural programs are constantly changing,while with the development of Internet technology,the attention of young audiences has been divided. This paper explains the changes and characteristics of young audiences in the era of media convergence,and further demonstrates how cultural programs innovate in terms of discourse mode,core presentation,atmosphere creation and cultural extension to attract young audiences. At last,it points out that the concept of TV communication needs to be changed in the era of media convergence,and probes into the feasibility and operability of program fusion media communication.