Author(s)

Nian Lian ¹, Yan Chen ¹, Yingping Ma ¹

Affiliation(s)

¹ Chongqing Foreign Language and Foreign Affairs College, Chongqing, 401120, China

Corresponding Author

Nian Lian

ABSTRACT

The rapid development of financial media technology in the new era has brought new opportunities for the promotion of Chinese culture. "China in Classical Books" roots the excellent traditional Chinese culture in excellent classical books, showing the core ideas in classical books and the wonderful spirit in stories in the form of opera and film. This paper summarizes communication strategies from three aspects: based on classical culture, innovative methods and catering to the sense of identity of The Times, so as to provide a reference for the communication and development of traditional culture in the form of variety shows. From the audience's cognition, attitude, and action, three levels of communication effect are analyzed. It is believed that the program improves the audience's understanding of classics and culture, strengthens the self-confidence of national culture, and promotes the audience's spontaneity.

KEYWORDS

Cultural variety shows; Chinese Classics; Communication strategy; A sense of identity; Excellent classics

CITE THIS PAPER

Nian Lian, Yan Chen, Yingping Ma, The Communication Strategy of Chinese Elements in a Variety of Cultural Programs from the Perspective of Media Integration: A Case Study of China in Classics. Media and Communication Research (2024) Vol. 5: 30-37. DOI: http://dx.doi.org/10.23977/mediacr.2024.050205.

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