The New Media Communication Mechanism of "China in the Classics" from the Perspective of Multimodality
Journal: Arts Studies and Criticism DOI: 10.32629/asc.v6i4.4339
Abstract
Grounded in multimodal communication theory, this study examines CCTV's flagship program "China in Ancient Books". By analyzing its innovative strategies — including cross-temporal dialogues, visual storytelling that juxtaposes historical and contemporary narratives, character-driven portrayals of cultural figures, and socially interactive media outreach — this research reveals a collaborative viral communication mechanism through a multimodal lens. Utilizing platforms like TikTok and official accounts, the program achieves modernized expression and youth-oriented dissemination of traditional cultural content. The study explores the program's new media impact, identifies operational challenges, proposes optimization strategies, and provides actionable insights for cultural programming across digital platforms.
Keywords
Multimodal communication; Variety show; New media communication
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[2] Ding Meng. Analysis of Innovative Communication Paths for Cultural Variety Shows in the New Media Era: Taking "China in Ancient Books" as an Example [J]. Sound and Screen World,2023(21):69-71.
[3] Li Yingying, Wang Xueyin, Zhang Yun. From Reading to Viewing: The Narrative Shift in Visual Communication of Ancient Books Culture in the Era of Converged Media: A Case Study of "China in Ancient Books" [J]. Audio-visual,2023(3):100-103.
[4] Wang Wanlin. Practice and Analysis of Promoting Ancient Books Reading in the Context of Converged Media: Taking the CCTV Cultural Variety Show "China in Ancient Books" as an Example [J]. New Century Library,2023(5):22-27.
[5] Yin Pan, Wang Li. Analysis of Strategies for Disseminating China's Fine Traditional Culture through Short Videos from the Perspective of Weak Communication Theory: Taking the Official Douyin Account Communication Practice of "China in Ancient Books" as an Example [J] Digital Publishing Research, 2023, 2(S02):68-71.
[6] Liu Yan, Jia Yuning, Chen Jingwei. Analysis of the Creative Techniques of the "China" Series of Cultural Programs [J]. Media, 2023(1):44-45.
[7] Wang Zhipeng, Chang Yuxin. Research on the Path of "Two Creations" of China's Fine Traditional Culture from the Perspective of New Media: Taking "China in Ancient Books" as an Example [J] Art and Technology,2022,35(22):27-29.
[8] Yang Guozang, Zhang Ligai, Ma Ruixian. Multimodal Embodied Dissemination of Chinese Culture: A Case Study of "China in Ancient Books" [J]. China Radio and Television Journal, 2022(4):3.
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