【作者】 郑茹楠；

【导师】 赵瑞锁；

【作者基本信息】 山西大学 ， 广播电视艺术学， 2012， 硕士

【摘要】 在传媒产业快速发展的今天,电视通过制作播出各种负载着农村文化的节目,影响并改变着农村文化的核心内涵——农民的价值信仰体系,从而在农村文化传播中起着举足轻重的作用。作为“中国电视文艺奇观”的春晚,是如何对农村文化进行传播的呢?在传播过程中,是否全面、真实、有效地发挥了春晚独特的传播优势和作用呢?通过研究和分析,可以肖定的是,央视春晚对农村文化的传播策略是有效和成功的,拓展了农村文化在全国乃至全球语境下的传播渠道。然而,由于对农村文化的核心内涵理解不够深入、缺乏刑式和内容的创新等原因,现今春晚对农村文化的传播效果不佳,造成大众对农村和农民形象的偏见。央视春晚的农村节目亟需改进。国家文化软实力的提升离不开农村文化的有效传播,这种传播是双向的,既是农村文化对城市文化的融入,又是农村文化自觉提升的过程。作者建议,春晚能够把农村节目的创新放置于新农村文化建设的大范畴内,发掘和提炼它历史、文化的延展性,制作出高水平的农村节目。本文以30年央视春晚中的农村节目为研究对象,运用内容分析法,系统总结出春晚对农村文化的传播形态、功能、现状及局限性分析,并针对传播现状提出改进建议,以期对央视春晚农村节目形式和内容的有效创新提供参考。更多还原

【Abstract】 Rapid development in the media industry today, the TV broadcast through the production of load-cultural programs in rural areas, the impact of changing the core substance of the rural culture-the value of farmers’ belief system, and thus plays an important role in the spread of rural culture. As a TV literary miracle "of the Spring Festival, is how the rural culture spread? Whether full, true and effective play in the dissemination process, the Spring Festival unique communication strengths and role?Through research and analysis, to be sure, the CCTV Spring Festival Evening on the rural culture of the communication strategy is effective and successful, expand the channels of communication of rural culture in the country and the global context. However, due to the core substance of understanding of rural culture is not deep enough, the lack of form and content of the innovation, the dissemination of results of the rural culture of the present Spring Festival poor, resulting in prejudice of the public image of rural areas and farmers. Rural areas of the CCTV Spring Festival Evening program needs to be improved.The upgrading of the national cultural soft power can not be separated from the rural culture of effective communication, such communication is bidirectional, both rural culture and urban culture into rural cultural awareness to enhance the process. The authors suggest that the Spring Festival Evening program innovation in rural areas can be placed within the context of new rural construction, excavation and refining the scalability of its history, culture, and produce high levels of rural programs.Rural programs in the30years in the CCTV Spring Festival Evening, the use of content analysis, the system summed up the Spring Festival on the communication pattern of the rural culture, function, current status and limitations of analysis and recommendations for improvement, and for the dissemination of the status quo to the CCTV Spring Festival Galathe rural program form and content of effective innovation and provide a reference.更多还原