Why do traditional cultural variety shows become popular among young people?
2022-01-04
Trend, fashion, freshness and fast rhythm... Have always been the label people give to young groups; Classics, history, massiness and connotation... Are often people's impressions of traditional culture. In recent years, cultural variety shows with traditional culture as the core have unexpectedly become "hot money" many times, and have achieved a double harvest of viewing and public praise among young groups. Trends encounter classics, fashion collides with tradition, but unexpected high praise. Why? In the past two years, a number of variety shows with traditional culture as the core content have been launched successively, such as the spread of classics, China in classics, China national treasure conference and China archaeological conference. They have continued to gain public praise and popularity among the public, especially young people, and have repeatedly become popular funds. "National treasure" has been broadcast for three seasons, and Douban, which has not always been easy to score, has gained a high score of more than 9 points; "Millennium dance" went online at station B in November this year and has exceeded 60 million views and 270000 bullet screens; After the second season of "riding alone for thousands of miles - China in the heritage" was broadcast on December 19, the reading volume of the main words and inscriptions on the microblog reached 470 million, and the whole network was searched for more than 23 times. The audience gave great affirmation and praise in both comments and barrage. Trends encounter classics, fashion collides with tradition, but they are surprisingly praised. Youth upsurge of traditional culture Traditional cultural variety shows have gained high popularity among young people, which began in the second season of China Poetry conference in 2017. After that, with the popular broadcasting of "national treasure", "Shangxin · Forbidden City" and other programs, the attention has increased to a higher level. Since then, the major producers have made frequent tricks and continued to cause heated discussion. Many young people have expressed their love for such programs. Wang Xiaohui, a graduate student in a university in Beijing, is a fan of such variety shows. She told reporters: "the plot interpretation in these variety shows attracts me very much, such as the previous" national treasure "and this year's" China in classics "have accurately poked my aesthetics. The restoration of ancient scenes and clothing in the program is very particular. It feels like watching the drama and entertainment and learning knowledge." Like Wang Xiaohui, many young viewers said in an interview that they would choose traditional cultural variety shows as their "meal variety shows". Xiao Li, a financial officer of Henan local court, told reporters: "I am now a loyal fan of this kind of variety show! These programs are creative, bright and interesting. I won't feel boring at all. I can learn a lot after watching them." She highly praised "riding alone for thousands of miles - China in the heritage": "before, I only knew the name of the world heritage, but I didn't know what it was. After watching the program, I felt that these heritage sites were really worth going to, and I planned to make an appointment with my friends to punch in." Xiao Li's idea is quite representative. Many young audiences are usually keen on traveling and exploring stores. With the broadcast of the program, those eye opening cultural relics and mysterious heritage sites have deeply attracted the eyes of young people. Wave after wave of visual and auditory shocks promote curious and exploratory people to go to the field to find out. On the social networking software that young people love, this kind of variety shows also frequently. Micro-blog, B station, jitter, tiktok and related topics are always heated by a lot of netizens. For example, the "wonderful tour" series launched by Henan satellite TV this year was popular, and a large number of netizens spontaneously publicized it. The whole series has led nearly 100 hot search topics. Later, the national style dance variety "dance Millennium" jointly launched with station B brought its own traffic at the beginning of its launch, causing strong onlookers. "Now I really look forward to the major satellite TV making more such programs like Henan satellite TV. I don't mind rolling them up!" Oral consultant @ or in Shenyang_ YH said with a smile. In fact, the labels people give to young groups are often trend, fashion, fresh and fast-paced, while the impression of traditional culture has always been classic, historical, thick and meaningful, and the degree of overlap is not high. So why can the two collide with each other in the current environment? The times demand of traditional culture The reason why such variety shows can be so popular among young people is inseparable from the demand of the times for the dissemination of traditional culture. The content of this kind of variety show is based on China's long history and splendid civilization. It can lead young audiences to appreciate the breadth and depth of Chinese culture, enhance their cultural centripetal force and stimulate more people's cultural self-confidence. As the producer of variety shows, the attention of the media industry to the development of traditional cultural content has greatly promoted the development of such variety shows. Guan Ling, Dean of the school of drama, film and television of Communication University of China, introduced that after entering a new era in 2017, the State Administration of radio, film and television of China timely issued various guiding policies. She believes that "the guidance of this policy is particularly important for the development of variety types, which makes the major TV media echo the high melody of making cultural programs, and use the variety experience learned and accumulated in the past few decades to produce our Chinese traditional cultural content." In the context of the needs of this era, the in-depth support and help of professionals and institutions in the field of culture, museum and archaeology is a magic weapon to ensure the quality of traditional cultural variety shows. In this regard, Yang Chenghu, vice president of the school of art and media of Beijing Normal University, said, "this is a cultural tide produced by the superposition and aggregation of many factors. If there is only media supply, but lack of social atmosphere, lack of scientific guidance and technical support for TV media content creation by relevant institutions such as archaeology, culture and Museum, the program can not achieve the current effect." In particular, the deep integration of academic teams has increased the accuracy and conviction of program content. For example, under the guidance of the Propaganda Department of the Central Committee of the Communist Party of China, the cultural program "China Archaeological Congress", which is being broadcast, was planned and produced by China Central Radio and television in conjunction with the State Administration of cultural relics and the Chinese Academy of Social Sciences for one year. The professional production team and strong academic support have created a dazzling program effect. Fan Jialing, deputy director of the museum development research center of Capital Normal University, believes that the current pursuit of traditional culture by young people largely stems from the recognition of their own traditional culture by young groups. She said: "with the improvement of our country's strength in various fields such as economy, science and technology, aviation and medical treatment, including the achievements of anti epidemic in the past two years, it has increased the young people's national pride and centripetal force on their own traditional culture, promoting the occurrence and development of this heat." This psychology has also radiated to all aspects of their lives. For example, many people like the Hanfu culture, and it has become popular to take photos and go shopping in Hanfu; For example, cultural and creative products produced by major museums have become a popular type of gifts among young people Yang Chenghu also affirmed the impact of this "national tide fever" on young people watching variety shows: "young audiences have a strong interest in their own traditional history and culture under the guidance of the current national tide and national style." This kind of variety show interprets the traditional culture from the perspective and thinking of young people, which not only makes the traditional culture younger, but also awakens the national style DNA of many young people who have been sleeping for a long time in the online and offline immersive interaction. Innovative expression of traditional culture The needs of the times and the audience have received a positive response. In terms of presentation, in the production process of this kind of variety show, the producer mobilized as many means as possible, used mature variety show mode and high-tech, and transformed the internal cultural responsibility of the program into a relaxed and fashionable external form. For example, in the form of "harmony with poetry and song", the classic chant spreads combines traditional poetry classics with modern pop songs, matches with dance beauty and scenes with a sense of science and technology, exaggerates the beauty of classical poetry culture, and promotes the empathy of young audiences; When introducing ancient classics in China, it designed a two-way crossing plot, and used ring screen projection, AR, real-time tracking and other technologies to firmly grasp the attention of young people "In the past, words were used to carry Tao, but they only bluntly conveyed the value and knowledge of history and culture." Yang Chenghu believes that "on the basis of deeply excavating the connotation, traditional cultural variety shows have carried out story presentation and dramatic expression, which is more conducive to the dissemination of knowledge." Guan Ling also said: "At present, these traditional cultural variety shows apply some mature variety production techniques to the programs in an innovative and diversified manner, and strive to integrate and innovate with traditional culture. At the same time, the empowerment of new technology also gives traditional culture a new form of expression, makes it glow with vitality, and creates a new possibility and a new Chinese way." In addition to presentation methods, in terms of publicity, such variety shows also make use of convenient and diverse communication channels dominated by the Internet for extensive promotion, so that the programs can be seen by more and more young people. Fan Jialing Kwai tiktok is very impressed by the way of promotion. "The media and media of the program are richer, more yuan, more direct and more effective than before. Compared with the traditional media, the program can achieve better communication effect among young people by relying on media platforms such as micro-blog, WeChat, jitter, and fast hands." Meanwhile, young people are keen to use social media, and all kinds of related content will resonate and discuss with friends after sharing and distributing social media such as friends circle, jowl and tiktok. In this way, a spontaneous publicity effect is formed. The superposition of these factors has promoted the traditional cultural variety show to become a "hot money". In the past two years, a number of variety shows with traditional culture as the core content have been launched successively, such as the spread of classics, China in classics, China national treasure conference and China archaeological conference. They have continued to gain public praise and popularity among the public, especially young people, and have repeatedly become popular funds. "National treasure" has been broadcast for three seasons, and Douban, which has not always been easy to score, has gained a high score of more than 9 points; "Millennium dance" went online at station B in November this year and has exceeded 60 million views and 270000 bullet screens; After the second season of "riding alone for thousands of miles - China in the heritage" was broadcast on December 19, the reading volume of the main words and inscriptions on the microblog reached 470 million, and the whole network was searched for more than 23 times. The audience gave great affirmation and praise in both comments and barrage. Trends encounter classics, fashion collides with tradition, but they are surprisingly praised. Youth upsurge of traditional culture Traditional cultural variety shows have gained high popularity among young people, which began in the second season of China Poetry conference in 2017. After that, with the popular broadcasting of "national treasure", "Shangxin · Forbidden City" and other programs, the attention has increased to a higher level. Since then, the major producers have made frequent tricks and continued to cause heated discussion. Many young people have expressed their love for such programs. Wang Xiaohui, a graduate student in a university in Beijing, is a fan of such variety shows. She told reporters: "the plot interpretation in these variety shows attracts me very much, such as the previous" national treasure "and this year's" China in classics "have accurately poked my aesthetics. The restoration of ancient scenes and clothing in the program is very particular. It feels like watching the drama and entertainment and learning knowledge." Like Wang Xiaohui, many young people
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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