Grounded in multimodal communication theory, this study examines CCTV's flagship program "China in Ancient Books". By analyzing its innovative strategies — including cross-temporal dialogues, visual storytelling that juxtaposes historical and contemporary narratives, character-driven portrayals of cultural figures, and socially interactive media outreach — this research reveals a collaborative viral communication mechanism through a multimodal lens. Utilizing platforms like TikTok and official accounts, the program achieves modernized expression and youth-oriented dissemination of traditional cultural content. The study explores the program's new media impact, identifies operational challenges, proposes optimization strategies, and provides actionable insights for cultural programming across digital platforms.
Sai Ma (Tue,) studied this question.