The Communication and Development of Cultural Variety Shows in the Context of New Media: A Case Study of "Readers Season Three"

Abstract

The continuous upgrading of new media technology has propelled traditional media in China towards an innovative development path. Against the backdrop of the steady growth of new media, a large number of new cultural variety shows have emerged to adapt to the changing times. "ReadersSeason Three" is an outstanding representative of new cultural variety shows in the era of new media. The program adopts the format of "interview + reading" and introduces a special segment called "One Square Meter" on new media platforms. While the program has gained widespread attention, its excessive emphasis on entertainment has led to a lack of cultural depth. Insufficient innovation in the program's format has resulted in a serious problem of homogenization, and the failure to fully leverage the advantages of new media platforms during the broadcast process has constrained the program's dissemination effectiveness. It is evident that cultural variety shows in China still face issues such as a lack of cultural depth and outdated program formats. Therefore, based on the shortcomings of cultural variety shows in China, this paper proposes strategies to enhance the cultural depth of such programs, innovate program formats, and make optimal use of new media for dissemination, presenting prospects for the innovative development of cultural variety shows in China.