地方媒体“现象级”节目培塑路径

发布时间：2018-01-21 00:00

本文关键词： 地方媒体 “现象级”节目培塑路径　出处：《中国广播电视学刊》2015年01期 　论文类型：期刊论文

【摘要】：因巨大的社会影响力、传播力及节目内容、模式的引领示范作用,以真人秀、娱乐节目为代表的一些优秀节目,被誉为"现象级"节目。"现象级"节目的要素是:核心价值的渗透与认同、社会参与的广度与热度、创意能力的表达与实现、内容结构的独特与差异、跨界传播的精准与聚合、整合营销的实力与活力。因资金、平台、渠道、机制、团队等诸多优势,"现象级"节目在部分强势卫视媒体独领风骚。其他地方媒体培育"现象级"节目,只有增强核心价值的传导渗透能力、独特创意的建构实现能力、跨界营销的聚合扩散能力,才能在"现象级"节目的生产主体中占据一席之地。
[Abstract]:Because of the huge social influence, the dissemination power and the program content, the pattern leads the demonstration function, takes the reality show, the entertainment program as the representative some outstanding programs. The elements of "phenomenal level" programs are: the penetration and identification of core values, the breadth and heat of social participation, the expression and realization of creative ability, and the unique and difference of content structure. The accuracy and convergence of cross-border communication, the strength and vitality of integrated marketing. Because of the funds, platforms, channels, mechanisms, teams and many other advantages. "phenomenal level" programs are dominant in some strong satellite TV media. Other local media cultivate "phenomenal" programs only by enhancing the transmission and penetration of core values, and building and realizing unique creativity. The ability of convergence and diffusion of cross-border marketing can occupy a place in the main body of phenomenon-level program.
【作者单位】：武汉广播电视台;
【分类号】：G222
【正文快照】： 近年来,《中国好声音》、《爸爸去哪儿》等综艺节目以其创新活力及巨大社会影响力,风行全国,被誉为“现象级”节目。何为现象级,门槛和标准是什么,业内莫衷一是。对照知名博主刘斌提出的六条“硬标准”1,“现象级”栏目似乎只能在省级以上卫视中产生。覆盖率高、综艺性强、投

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