让世界遗产走近大众:电视综艺节目《万里走单骑》的传播策略创新

Bringing World Heritage to the Masses:The Communication Strategy Innovations on TV Variety Show The Shape of Culture

在传统文化类电视综艺节目持续走红并形成激烈竞争的背景下,《万里走单骑——遗产里的中国》节目组秉持创造性传承文化遗产和传统文化的人文情怀和创新精神,以让文化遗产走近普通大众为节目宗旨,以世界遗产中蕴含的中华文化精神为内容核心,用通俗化、年轻化、趣味化的视听语言讲述立足于普通大众视角的世遗故事,同时通过融合多家媒体、多个平台、多种渠道和多种路径对节目进行有效的推广传播,取得了傲视群雄的收视效果。作为2021年上半年的文化综艺顶流,《万里走单骑——遗产里的中国》在节目的目标定位、内容设计、表达形式以及推广策略方面的创新手段和成功经验,可以为国内文化综艺节目的制作和传播提供有益的启示。

Facing the fierce competition and rising expectation for ever-better traditional TV variety shows,The Shape of Culture as part of China's world heritage has commanded unparalleled viewership chiefly because of the innovations in communication strategy.The program crew has drawn on the living traditional cultural heritage by bringing closer contact to the general public,exploring the true essence of the Chinese heritage,employing the modern audio-visual language to vividly tell the world heritage story to and for the people and integrating multiple social media for large-scale dissemination.As the top TV variety show in the first half of 2021,The Shape of Culture has been driving innovation in program positioning,content design,artistic expression and promotion strategy,which can provide implications for the production and dissemination of domestic TV variety shows.