新媒体时代传统文化类节目的创新策略研究——以河南卫视“奇妙游”系列节目为例

An Analysis of Innovative Strategies for Traditional Cultural Programs in the New Media Era :Taking Henan satellite TV “Wonderful Chinese Festilals”series of programs as an example

新媒体的诞生为传统文化类节目的创造性转化和创新性发展提供了新的机遇。同时,新媒体时代的到来也促使受众由信息的被动接受者变为主动创造者、分享者,人们对信息内容的质量要求也更高。在传统技术条件下,传统文化类节目普遍存在内容同质化、形式单一化、传播渠道固定化等问题,对观众吸引力不足。在新媒体背景下,传统文化类节目需要充分利用新技术,创新呈现形式和传播模式,深度挖掘传统节日、历史故事、文物作品等的传统文化元素,打造富有吸引力的文化精品。其创新之路应从内容上注重深掘文化内涵,刻画视听亮点,推动传统文化内容生产与传播的创造性转化与创新性发展;从形式上紧扣内容本身,打造在场叙事,以全新节目形式为观众营造沉浸交互式节目氛围,为传统文化节目呈现形式树立新范式;从渠道上打通传播路径,以实现传统文化类节目的“破圈”之道。

The new media era has provided new opportunities for the creative transformation and innovative development of traditional cultural programs.At the same time,the audience has shifted from passive recipients of information to active creators and sharers,with higher requirements for the quality of information content.Traditional cultural programs generally face problems such as homogenization of content,singularity of form,and fixed channels,which make them less attractive to audiences.Therefore,in the context of new media,traditional cultural programs need to combine the characteristics of the times and focus on traditional cultural elements such as festivals,historical stories,and cultural connotations.The path of innovation should focus on exploring cultural connotations from the content,portraying audiovisual highlights,and promoting the creative transformation and innovative development of traditional cultural content production and dissemination;closely adhering to the content itself in form,creating on-site narratives,and creating immersive interactive program effects for the audience in a new program form,a new paradigm has been established for the presentation of traditional cultural programs;opening up communication channels and achieve a breakthrough in traditional cultural programs.