5W Mode Analysis of the Media Communication Strategies of Online Video-Produced Variety Shows Using the Chinese Variety Show U Can U BiBi as an Example

摘要

Watching online video network variety shows has become a popular entertainment mode as they have, rich content and allow for audience interaction. This paper explored the unique media communication elements and network modes of Chinese online variety shows based on the classical "5W" theory of media communication. Taking a Chinese variety show, U can U BiBi, as an example, the media communication content, channel, audience targeting, media communication effects, network survey data, media communication characteristics and commercial value are systematically analyzed. Effective media communication needs successfully positioned itself to meet the psychological needs of the target customers, allows the audience to interact and think about serious social issues through its entertaining format. Its future developments aim is to create great content, match precisely the theme using big data, and balance commercial and social benefits.