Social "relearning" in the post-epidemic era: A study on the communication effect of social observation variety programs ——Taking "Fifty kilometers Taohuawu 2" as an example

Abstract

In the past two years, the isolation norm under the COVID-19 pandemic has made many people accustomed to living alone and not adapt to return to group life, and how to cope comfortably in real social scenarios has become a topic of public discussion sparking concern, then social observation variety program was born. 50km Taohuawu2(Taohuawu2), which started broadcasting in June 2022, stands out for its differentiated positioning content that fits the current social situation and group social experiment. This paper takes "Taohuawu2" as the research object, starting with the use and gratifications approach and the "adversarial" decoding stance of Hall's three "hypothetical stances", and uses literature analysis, case analysis, and questionnaire survey to explore the special social observation variety show. The results of the study indicate that the social observation variety show has a special content mechanism and the actual communication effect in the social scene. The results indicate that social observation variety program, with its unique expression mechanism of content dissemination, forms a communication effect that promotes emotional connection and social imitation, meeting the social learning needs of audiences.