中国早间电视新闻节目传播策略探寻

【作者】 陈勇；

【导师】 张红军；

【作者基本信息】 南京师范大学 ， 传播学， 2008， 硕士

【摘要】 在当代传媒的激烈竞争中,电视媒体继黄金时间竞争之后,必然把眼光转移到“早间”这个极富发掘潜力的时段,而目前国内的普遍情况是:尽管央视及部分省级卫视频道相继推出了早间新闻节目,但是由于对早间新闻节目的传播规律认识不足,导致节目样态定位普遍不够成熟,品牌效应并不突出,仍存在着相对宽松的提升和竞争空间。可见,如何针对我国电视观众特点,推出极富魅力的电视早间新闻节目,以便在媒介竞争中抢得先机,取得更大的市场份额,已经成为中国电视媒体面临的迫切问题。目前国内有关早间电视新闻节目的研究多关注于具体业务问题的探讨以及对个别节目现象的分析,对我国早间电视新闻节目从观念到形式的发展变革缺乏系统性的梳理,这种相对孤立分散的视角容易使研究流于表面,而研究业务问题不能脱离史的视角,微观现象需要放置在宏观的社会文化背景下进行分析。以历史和社会文化发展的眼光分析早间电视新闻节目正是本选题研究的宗旨。鉴于此,本文从传播学的宏观视野着手,借鉴新闻学、传播学、电视文化学、受众心理学等理论,并参照国内外优秀类早间电视新闻节目,从历史和社会文化的双重维度出发,对我国早间电视新闻节目进行系统梳理与总结,力图从其动态变革中挖掘出理性轨迹,并在综合对历史和现状的考察与分析的基础上,发现其存在的问题、寻求节目的最佳解决方案,并针对当前电视新闻改革所出现的新形势、新局面,对我国早间电视新闻节目的传播策略选择及未来走向进行大胆的预测与进一步的论证。本论文的研究意义并不在于对早间电视新闻节目做终结性的概念界定,而是密切关注早间电视新闻节目生产与传播的现状,并从具体的问题出发,同时尽可能体现较为新鲜独到的视角,力求使研究具有一定的前瞻性与实用性。更多还原

【Abstract】 In contemporary media steep competition, television media after prime time competition, shifts inevitably the judgment "the morning" this extremely rich excavation potential time interval. But the present domestic universal practice is: Although CCTV and the partial provincial level health regarded the channel to promote the morning news program item one after another. But as a result to the morning news program item’s dissemination rule understanding insufficiency, causes the program modus localization not to be very generally mature, the brand effect is not prominent, still has the relatively loose promotion and the competition space. Obviously, how to aim at our country television viewer characteristic, promotes the extremely rich charm the television in the morning the news program item, in order to snatches in the medium competition takes the initiative, obtains the bigger market share, already became the urgent question which the Chinese television media faces.At present, the domestic related television in the morning news program item’s research multi-attention in the concrete business problem’s discussion as well as to the individual program phenomenon’s analysis, the news program item lack systematic combing in the morning to our country entire television from the idea to the form development transformation. This kind of relative isolation dispersion’s angle of view easy to cause the research class in the surface, but studies the business problem not to be able to be separated from the history of view. By historical and the social culture development’s judgment analysis television in the morning, the news program item is precisely this selected topic research objective.Therefore this article plans from the dissemination study macroscopic field of vision to begin, profits from journalism, the dissemination study, the television cultural science, the numerous psychology, esthetics, to narrate study and so on theories, and refers to the domestic and foreign outstanding kind of televisions in the morning the news program item. Embark from historical and the social culture’s dual dimensions, the news program item carries on the system to our country to comb in the morning with summarizes, tries hard from its dynamic transformation to unearth the rational path, and in the synthesis to historical and the present situation inspection and in the analysis foundation, discovered exists the question, seeks program’s best solution. And aims at the new situation which the current television news reform appears, in the morning news program item’s dissemination strategy choice and the future trend will carry on the bold forecast and the further proof to Morning television.更多还原