CULTURAL COMMUNICATION PRACTICE IN TELEVISION MEDIA: AN ANALYSIS BASED ON DAY DAY UP (2008-2022)

This study focuses on the role of television media in cultural communication. Taking “Day Day Up” (2008-2022) as a case study, it uses text analysis, content analysis, narrative analysis and case study methods to explore its cultural communication practice. By collecting, cleaning and analyzing program data, word cloud diagrams, high-frequency word charts and thematic summaries are generated. The study found that the program revolves around the core of «Culture», covers multiple themes such as ancient and modern Chinese and foreign culture and art, catering and food, tourism and leisure, and integrates traditional and modern, regional and international, art and technology elements to build a unique communication model. In terms of multicultural communication, it actively demonstrates the diversity of traditional and regional cultures, integrates modern popular culture, shapes sportsmanship and cultural confidence, and expresses social emotions and art. Each subject area is closely related to cultural communication. Food reflects daily culture and art, tourism constructs communication scenes, education consolidates the foundation of communication, technology helps cultural innovation, and sports demonstrate cultural vitality. The program has developed from a ratings trump card to a link for international cultural exchanges, promoting cultural integration and inheritance at the domestic level, displaying the cultures of various countries at the international level, and enhancing the influence of Chinese culture, providing an important reference for television and new media cultural communication.