电视新闻主持人形象塑造与栏目品牌化经营研究

发布时间：2018-07-02 09:41

本文选题：电视新闻主持人 + 形象塑造　；参考：《中南大学》2009年硕士论文

【摘要】： 论文深入分析了电视新闻主持人的概念和分类,以及形象塑造的基本要求,诠释了电视栏目品牌化经营发展之路,在此基础上详细研究了电视新闻主持人形象塑造与栏目品牌化经营的关系,并针对“品牌化经营时代”主持人的主体素质,建设性地提出了塑造“品牌新闻主持人”的基本要求,基于品牌栏目的主持人形象塑造,针对性的研究了国内外品牌栏目和我国“品牌化经营时代”新闻主持人形象塑造的策略。同时,详细分析了栏目品牌化经营中主持人遴选机制、形象培育、包装宣传以及发展现状和“蓝海战略”。研究成果如下: 1.明确了我国电视新闻主持人概念和主持人节目的分类,确立了新闻主持人基本素质的组成和内涵。 2.理清了电视新闻主持人形象塑造和栏目品牌化经营关系的内在联系以及必然趋势。 3.提出了“品牌化经营时代”提高主持人素质的思想方法及专业要求。 4.在中外传媒产业分析对比当中找到了“品牌化经营时代”主持人塑造的产业机制内涵。 5.证实了品牌栏目与明星主持互动双赢是传媒产业市场化竞争的必然结果
[Abstract]:The paper deeply analyzes the concept and classification of TV news presenters, as well as the basic requirements of image shaping, and explains the road of brand management and development of TV columns. On this basis, the relationship between TV news host image shaping and column brand management is studied in detail, and the main quality of the host in the "brand management era" is discussed. The author puts forward the basic requirements of shaping "brand news host" constructively, and builds the host image based on brand column. This paper studies the strategies of image shaping of domestic and foreign brand columns and news presenters in the Age of Brand Management. At the same time, the selection mechanism of host, image cultivation, packaging propaganda, development status and blue sea strategy in column brand management are analyzed in detail. The research results are as follows: 1. This paper clarifies the concept of TV news host and the classification of host program, and establishes the composition and connotation of the basic quality of news anchor. 2. To clarify the television news host image shaping and column brand management relationship of the internal relationship and the inevitable trend. 3. This paper puts forward the ideological methods and professional requirements of improving the quality of the host in the Age of Brand Management. 4. In the analysis and comparison of Chinese and foreign media industry, we find the connotation of industrial mechanism created by the moderator of "Brand Management era". 5. It is proved that the interactive win-win between brand column and star host is the inevitable result of the marketing competition of media industry.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G222

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