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

  • Yuheng Chen
  • Xin LiuEmail author
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1191)


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.


Variety show U can U BiBi 5W theory Media communication mode 


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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021

Authors and Affiliations

  1. 1.College of Communication and ManagementSichuan University of Media and CommunicationsChengduPeople’s Republic of China
  2. 2.Business School of Sichuan UniversityChengduPeople’s Republic of China

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