论我国电视讲坛类节目的发展与创新

发布时间：2018-04-12 14:00

本文选题：电视讲坛类节目 + 发展　；参考：《四川师范大学》2015年硕士论文

【摘要】：随着《百家讲坛》的热映,电视讲坛类节目步入受众视野。节目在精英文化向大众文化的过度中满足了受众对文化和情感的述求,让学术与传媒相融合。但随着大批电视讲坛类节目的播出,同质化严重,导致节目发展受限。随着电视传媒业的发展,新生出以《开讲啦》为例的一批新型电视讲坛类节目,它们以独有的定位方式和创新策略更新着受众对电视讲坛类节目的传统认识。这类节目,在“TV2.0”语境下,增加了互动性、个性化、体验式的传播特征,传播目的从教育转向影响,节目形式从“讲”丰富到讨论,以嘉宾的人生阅历为支撑,给予中国青年以正能量。本文分四章来论述我国电视讲坛类节目的发展与创新。首先,对我国电视讲坛类节目的发展进行梳理和概括,明确电视讲坛类节目的界定和传播背景的特点;其次,在对电视讲坛类节目受众数据分析上,了解受众心理需求的变化和“TV2.0”语境下的传播特点,为电视讲坛类节目的创新性研究做铺垫;再次,从传播策略的角度对新型电视讲坛类节目进行深入的解读,明晰新型电视讲坛类节目的创新特性;最后,分别从节目品牌创造及品牌经营中,把握电视讲坛类节目的品牌营销创新。本文运用文献分析法梳理了我国电视讲坛类节目的发展历史、现状及相关重要理论;运用数据分析法对当今电视讲坛类节目的受众规模、范围、程度等数量关系进行调查分析;运用个案研究法把《百家讲坛》、《开讲啦》作为主要研究对象,对其在传播策略和品牌营销上的创新进行分析。通过上述方法满足本文选题创新,数据创新和视角创新的特点,并总结出电视讲坛类节目的创新策略。
[Abstract]:With the popularity of the "hundred pulpit", television pulpit programs into the audience vision.In the transition from elite culture to popular culture, the program satisfies the audience's desire for culture and emotion, and makes academic and media merge.However, with the broadcast of a large number of TV pulpit programs, homogeneity is serious, resulting in limited program development.With the development of the TV media industry, a new batch of new TV forum programs have been born with the example of "opening speech", which renew the audience's traditional understanding of TV forum programs with their unique orientation and innovative strategies.In the context of "TV2.0", such programs have added interactive, individualized, experiential communication features, the purpose of communication has shifted from education to influence, and the form of programs has changed from "speaking" to "discussing," supported by the life experience of guests.Give positive energy to Chinese youth.This article is divided into four chapters to discuss the development and innovation of TV forum programs in China.First of all, to sort out and summarize the development of TV forum programs in China, to clarify the definition of television forum programs and the characteristics of the dissemination background; secondly, to analyze the audience data of television forum programs.To understand the changes of the psychological needs of the audience and the characteristics of communication in the context of "TV2.0", to pave the way for the innovative research of TV pulpit programs; thirdly, to deeply interpret the new type of TV pulpit programs from the perspective of communication strategies.Finally, from the program brand creation and brand management, grasp the brand marketing innovation of TV forum program.This article combs the development history, the present situation and the related important theory of the TV forum program in our country by using the literature analysis method, carries on the investigation and the analysis to the audience scale, the scope, the degree and so on quantity relations of the television forum class program by the data analysis method;This paper uses case study method to analyze the innovation in communication strategy and brand marketing by taking "hundred forums" and "opening lecture" as the main research objects.The above methods satisfy the characteristics of the innovation of topic selection, the innovation of data and the innovation of visual angle, and the innovative strategies of TV forum programs are summarized.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

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