当代中国电视受众需求研究

【作者】 吴红雨；

【导师】 张国良；

【作者基本信息】 复旦大学 ， 传播学， 2008， 博士

【摘要】 本文是一个关于受众需求的实证研究,研究对象为电视观众,研究通过两种途径进行,第一结合我国历史上具有影响力的受众调查数据,以每四年进行一次的全国电视观众抽样调查为主,对此进行重新梳理和分析,重点归纳30年来中国电视受众的需求变化;第二,通过我们的实证调查,以2000份入户问卷为主,重点了解当前电视受众需求的多元化状况。前者以对前人已有的数据分析的基础上进行归纳为主,力图呈现我国电视受众随时代发展而不断变化的电视收视需求,后者是本文研究的一个重点,即呈现当代电视受众需求的多元化状况,这种多元表现本研究通过四个方面来论述:即需求追求的多元化、需求层次的多元化、需求类型的多元化和需求指向的多元化。本文在实证研究上运用传播学“使用与满足”的经典理论,并引入社会学家马斯洛的“需要等级理论”为视角,其理论借鉴建立在对两者的运用、修正和改良基础之上。具体的说,本文通过以下几个方面展开论述,也即论文的主要结构。论文分为上篇、中篇与下篇,上篇为解读,内容包括:第一章是本文研究的一个思考起点,重点论述研究者对受众、电视受众的理解和对电视受众需求研究的理解,说明本研究为何从需求入手研究受众问题的理由,并在此基础上分析了本文的研究背景以及研究的途径。第二章以中央电视台四次(1987、1992、1997、2002)全国电视观众抽样调查数据为主,重点分析从上个世纪80年代至今我国电视受众的需求变化以及这种变化产生的可能原因。中篇为调查,内容包括:第一章为本调查所运用的理论依据、研究设计、方法和步骤,包括问卷设计、抽样设计、研究架构和假设;第二章为电视受众需求程度和需求追求的实证研究,内容包括不同社会阶层受众的电视依赖特点和他们对电视收视需求的追求差异;第三章为电视受众需求动机与层次建构的实证研究,内容包括电视受众需求层次模块建设,以及电视受众不同需求层次的电视使用特点;第四章为电视受众需求选择的实证研究,主要内容为电视受众对新闻与娱乐节目的偏好特点,重点论述电视受众心目中的娱乐和新闻节目的理想特点;第五章为电视受众需求指向的实证研究,内容包括电视媒体服务主体的需求指向、话语赋权的需求指向、信息介质的需求指向和媒介气质的需求指向的受众评价,从中归纳出受众对电视社会功能履行的评价状况,并从这种评价中反映出受众真正的收视需求的指向特点;下篇为思考,内容包括:第一章为对调查中所发现问题的思考,即通过调查结果的一些显著问题论述电视存在着一定程度的对受众需求的虚假建构;第二章为总结本研究的贡献与局限,并对未来的研究提出建议。更多还原

【Abstract】 The thesis is an empirical research on TV audience needs. The research is conducted in two ways. First, it describes the change of TV audience need in the past 30 years through the refined authoritative data which samples TV audience every four years. Second, I conducts primary research on 2000 samples, and learns the diversified demand model in current TV audience. The first part is based on the secondary research, focused on the CHANGE of TV audience need in the past decades. The second part, the focus of the thesis, demonstrates the diversified TV audience demand, including the diversification in demand pursuit, demand hierarchy, demand category and needs guidance.The thesis is constructed on the classical theory in communication theory, "uses and gratification" theory, and the demand hierarchy theory of socialist Abraham Maslow. In detail, the thesis is structured in the following way.The thesis is divided into three parts. Part 1 is explanation. The content includes:Chapter 1 is the beginning of the research, focused on the understanding on audience, TV audience and TV audience demand. It explains why the thesis analyzed the audience from demand perspective and explains the background and the approach of the research.Chapter 2 analyzes the change in TV audience needs from 1980s, and addresses the possible reasons leading to the change, based on the four national TV audience research conducted by CCTV in 1987, 1992, 1997 and 2002 respectively.Part 2 is primary research, which includes:Chapter 1 is the theoretical basis, design, approach and steps of the primary research, including questionnaire design, sampling design, research structure and hypothesis.Chapter 2 is the empirical research on TV audience needs intensity and pursuit, including TV dependence intensity and TV demand pursuit difference across different social class.Chapter 3 is the empirical research on needs hierarchy of TV audience. It constructs a model on the hierarchy needs, and addresses behavior feature of different hierarchy demand. Chapter 4 is the empirical research on TV needs categories. It includes the preference feature on news and entertainment program, and describes the ideal feature of news and entertainment programs from audience point of view.Chapter 5 is empirical research on TV audience demand guidance. It includes the demand guidance of TV service providers, guidance of medium discourse right, guidance of information intermediate and the assessment of audience on guidance. The research generalizes the audience’s assessment on social responsibility of TV, and reflects the true demand guidance welcome by audience.Part 3 is a discussion, which includes:Chapter 1 is the thinking on the significant problems found in the primary research, and describes the some misunderstanding on TV audience demand.Chapter 2 is the summary of contribution and limits of the research, and brings forward some suggestion on the future research.更多还原