在创新与保守之间：电视民生新闻《兰州零距离》研究

发布时间：2018-04-09 05:27

本文选题：兰州零距离　切入点：电视民生新闻　出处：《兰州大学》2015年硕士论文

【摘要】：“电视民生新闻”产生于社会转型期这一特殊的时代背景,符合当时的受众需求,所以在短时间内便遍地开花。兰州电视台受这股“热风”影响,又受本土媒介市场竞争积极助推,开始将“电视民生新闻”理念融入自办栏目当中,在借鉴并引进全国优秀电视民生新闻实战经验的基础上,于2004年创办了《兰州零距离》。《兰州零距离》是兰州电视台的一档王牌民生新闻栏目,从创办之初便秉持“服务创造认可”的理念,获得了本土受众追捧。但是,发展两三年之后,伴随着整个电视民生新闻市场收视份额的下跌,这档栏目也走向了滑坡。2014年6月9日,《兰州零距离》进行了大幅改版,“零距离”这一品牌被分割、整合、延伸、发展形成“零距离”节目群。本文在搜集整理大量电视民生新闻相关资料的基础上,以《兰州零距离》自身发展历程作为切入点,采用文献法、文本分析法以及访谈法对这档栏目的产生背景、初创期的成功之处、困难期存在的主要问题及其原因以及改革期的特色进行了深入研究。在此基础上,回顾总结了这档栏目发展10年的规律,在掌握规律的基础上对其今后的可持续发展提出了建议。通过研究,笔者发现：在电视民生新闻发展历程中,受众的认同与偏好成为其发展的动力。在媒体外部环境发生变化时,媒体人的角色定位也应因时而变,从“小民生”问题求解者转变为“大民生”问题求解者。这是新时期受众对电视民生新闻记者的定位要求,也是电视民生新闻突破发展困境的重要方向。新媒体时代,受众市场开始细分,节目集群化成为分众化市场的要求,这也是电视民生新闻朝“大民生”新闻方向发展的有效举措之一。在今后的发展中,《兰州零距离》应重视对网络资源的运用,与多媒体进行联动营销,以及储备“软”“硬”资源。真正实现从“小民生”走向“大民生”的目标。
[Abstract]:"Television people's livelihood News" came into being in the special background of the social transition period, which met the needs of the audience at that time, so it bloomed everywhere in a short period of time.Influenced by this "hot wind" and actively promoted by the competition in the local media market, Lanzhou TV Station began to integrate the concept of "Television people's livelihood News" into its own columns, and on the basis of drawing lessons from and introducing the actual combat experience of excellent national television news about people's livelihood,"Lanzhou Zero distance" was founded in 2004. "Lanzhou Zero distance" is a trump news column of Lanzhou TV Station. From the beginning of its establishment, it has held the idea of "service creation recognition" and has been pursued by local audiences.However, after two or three years of development, with the decline in the audience share of the entire television news market, the column also declined. On June 9, 2014, "Lanzhou Zero distance" was substantially revised, and the "Zero distance" brand was split up.Integration, extension and development of the "zero distance" program group.On the basis of collecting and sorting out a large number of relevant information about TV news about people's livelihood, this paper takes the development course of Lanzhou Zero distance as the breakthrough point, adopts the literature method, the text analysis method and the interview method to produce the background of this column.The success of the initial period, the main problems in the difficult period and their causes, and the characteristics of the reform period are studied in depth.On this basis, this paper reviews and summarizes the law of the development of this column for 10 years, and puts forward some suggestions for its sustainable development in the future on the basis of mastering the law.Through the research, the author finds that in the development of TV news, the audience's identity and preference become the motive force of its development.When the external environment of media changes, the role orientation of media people should change from "small people's livelihood" problem solver to "big people's livelihood" problem solver.This is the new era audience's orientation request to the television people's livelihood reporter, also is the television people's livelihood news breakthrough development difficult important direction.In the new media era, the audience market began to subdivide, and the program cluster became the demand of the focus market, which is one of the effective measures for TV people's livelihood news to develop towards the direction of "big people's livelihood" news.In the future development, "Lanzhou Zero distance" should pay attention to the use of network resources, combine marketing with multimedia, and reserve "soft" and "hard" resources.Truly realize from "small people's livelihood" to "big people's livelihood" goal.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

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