商务传媒学院知识库

近年来，由于大众对于娱乐休闲的获取量增大，综艺节目作为文化娱乐中展现社会发展状态和受众心理诉求的重要出口，逐渐走进大众视野。在国家政策的规范和引导下，综艺节目的形式和内容得到改进和创新，以应对日益成熟的文化消费转型升级；同时也随着新媒体环境和受众多元、小众等娱乐需求的改变，综艺节目分裂成多类型、多角度、多题材的节目供大众选择，其中，拥有多样题材的观察类综艺节目因符合观众私下观察和公开表达的心理，通过大众所喜闻乐见的方式进行传播，并且题材和内容触及大众所关注的社会议题而受到热议，中国观察类综艺节目以其新颖的传播形式，和具有社会意义的传播内容，在节目市场上站稳了脚跟。

观察类综艺节目的出现和发展与其独特的内涵和传播策略联系紧密，随着我国老龄化问题的出现，以促进老年群体融入新时代为目标的代际题材观察类综艺节目《屋檐之夏》节目诞生，其中代际共居、数字鸿沟、老年独居等社会问题引起大众的关注与讨论；节目在题材选择、内容展现等方面都有值得借鉴的地方。本文将以此节目为案例，通过问卷调查的辅助，首先对观察类综艺以及《屋檐之夏》节目的发展现状和特征进行分析和梳理，后以布雷多克“7W”模式为理论框架探究和总结节目在传播主体、内容、渠道、受众、环境、动机、效果7个方面传播策略的特点，从中找到此类节目的发展困境并提出相关解决方案，为观察类综艺节目未来发展路径找到方向指引，并为同类节目及其他类综艺节目的发展提供相关建议。

In recent years, due to the increase in the public 's access to entertainment and leisure, variety shows have gradually entered the public 's field of vision as an important export to show the state of social development and the psychological demands of the audience in cultural entertainment. Under the regulation and guidance of national policies, the form and content of variety shows have been improved and innovated to cope with the increasingly mature transformation and upgrading of cultural consumption ; at the same time, with the change of the new media environment and the diversified and niche entertainment needs of the audience, the variety shows are divided into multi-type, multi-angle and multi-theme programs for the public to choose. Among them, the observation variety shows with various themes are in line with the audience 's private observation and public expression. The psychology is spread through the way that the public likes to see and hear, and the subject matter and content touch the social issues that the public pay attention to and are hotly debated. China 's observation variety shows stand firm in the program market with their novel forms of communication and socially significant content.

The emergence and development of the observation variety show is closely related to its unique connotation and communication strategy. With the emergence of the aging problem in China, the intergenerational theme observation variety show ' Summer of the Eaves ', which aims to promote the integration of the elderly group into the new era, was born. Social issues such as intergenerational cohabitation, digital divide, and elderly living alone have attracted public attention and discussion ; the program has something to learn from in terms of theme selection and content display. This article will use this program as a case, through the assistance of a questionnaire survey, first analyze and sort out the development status and characteristics of the observation variety show and the ' Summer of the Roof ' program, and then use the Braddock ' 7W ' model as the theoretical framework to explore and summarize the characteristics of the program 's communication strategies in seven aspects : communication subject, content, channel, audience, environment, motivation, and effect. Find out the development dilemma of such programs and propose relevant solutions, find direction guidance for the future development path of observation variety shows, and provide relevant suggestions for the development of similar programs and other variety shows.