中华传统文化的具象化传播:原创性电视节目发展的新路径
The Objectified Dissemination of Chinese Traditional Culture:The New Approach of Original TV Programs

近年出现的一批以中华传统文化作为节目选题的原创性电视节目，获得了观众与业界、学界的普遍关注和高度认可。在选题创意和设计制作上，这些节目抓住传统文化的某一个点或面进行具象化传播，在“老”选题上做新文章。走具有开创性的中华传统文化的具象化传播之路，既为电视节目在新的技术条件、社会语境下的多元化发展方向探索出一条新的发展路径，实现有效的传播效果，发挥属于电视媒体的媒介议题设置功能；同时也可以有效唤醒受众内心民族归属性的文化意识，实现民族文化基因的有效传承和巩固，进而构建民族文化认同。这是增强电视媒体传播竞争实力、提升中华民族文化软实力、弘扬传统文化精华的有益探索。
In recent years many original TV programs focusing on Chinese traditional culture have attracted much attention and have been highly recognized by the audience, industry and academia. In the selection of topics, designing and producing, these programs choose one point or aspect of Chinese traditional culture and objectify them, making innovation on the classical subjects. On the one hand, the objectified dissemination of Chinese traditional culture could help discover a new developing path among the diversified directions for TV programs in the new technical and social context, achieving effective communication and giving full play to the media agenda setting function of television media. On the other hand, it could awaken the national cultural awareness of the audience, and realize the effective inheritance and consolidation of the gene of national culture so as to construct the identity to the national culture. It is a useful exploration to enhance the competitiveness of TV media, enhance the soft power of the Chinese national culture and carry forward the essence of traditional culture