全媒体视域下我国电视媒介生态问题及发展研究

发布时间：2018-06-25 02:45

本文选题：全媒体 + 创新　；参考：《成都理工大学》2015年硕士论文

【摘要】：近年来,随着传媒技术的深入发展,不同媒介形态和传播终端逐步融合汇流,形成一股来势汹涌的全媒体浪潮,原来主攻单一业务领域的传统媒体,纷纷开始了全媒体布局,电视媒介也不例外。全媒体是指所有媒介载体形式的总和。但全媒体不仅局限于媒介的相加,更确切来讲,它是指不同媒介间的交融,打通各种传播渠道终端,调动人类的全部感官,可以实现传播覆盖的最大化,实现最佳状态的传播效果,使得受众获得更及时的信息、更多角度、更多视觉满足的阅读体验。另外全媒体是一个过程。媒介融合指四个方面的融合:一是传播渠道的融合,二是内容生产的融合,三是媒介之间的融合,四是媒介与大众的互动融合,传媒通过各种平台最大限度的到达受众,同时受众与媒体互动,成为媒体的海量信息源和内容制造者。电视媒介生态,顾名思义,指电视媒介本身及环境组成的系统,其最佳状态是达到协调平衡,持续发展。完整的电视媒介生态包括电视媒介生态因子(电视媒介各构成要素之间、与其它媒介之间的相对平衡的结构状态)和环境因素(社会文化、政治、经济等外部环境因素与媒介关联互动而达到的一种相对平衡的结构状态)两方面。全媒体时代,电视媒介地位、传播方式和与其它媒介间关系发生了改变,电视媒介生态随之而变,若不能及时调整,会出现生态失衡现象,影响电视媒介长远发展。电视媒介生态的健康发展至关重要,这就需要生态系统各环节、各部分的协调和谐作用,平衡持续发展,同时电视节目是观众最直接最大程度的接触电视媒介的因素,所以电视节目的平衡发展就成为了重中之重。在全媒体大环境中,新媒体对电视媒介造成了最有力冲击。2015年1月10日,新剧《何以笙箫默》播出,江苏卫视收视率为0.792,东方卫视收视率为0.563,网络点击率破亿。全剧收视率最高的是江苏卫视在播放大结局时的1.631,网络最高点击率日破3亿。这些数字说明新媒体在其所到之地,迅速对电视观众形成分流已是不争的事实。当今各大卫视为争收视率和经济效益,抓住观众娱乐心理,无节制追风复制成功案例,造成电视节目类型重复率高,观众审美疲劳,电视节目已出现恶搞、克隆的怪圈。在明星真人秀火爆的时期,《花样姐姐》、《花样爷爷》、《花儿与少年》、《两天一夜》、《明星家族的2天1夜》重复率太高,节目组仅仅靠炒作宣传和消费明星来支撑起整个节目,这种昙花一现的泡沫现象对电视媒介的发展没有益处,是对电视媒介生态中媒介本身构成要素平衡的破坏。近期,神剧《石敢当之雄峙天东》大受欢迎。该剧制作公司完美世界影视文化有限公司在此之前有很多佳作,如电视剧《楚汉传奇》、《老有所依》和《咱们结婚吧》以及电影《失恋33天》、《钢的琴》等,现在却转向发展所谓的“雷剧”,对此笔者不敢妄下定论,只是从老艺术家六小龄童的转型,到制作公司和编剧的集体转型,不是巧合,也不是个别现象。雷剧的产业为何如此壮大,早年芒果台试水《丑女无敌》收视节节攀升,两年内连拍四季,《魔幻手机》以平均收视率4%成为了08年cctv-8的收视冠军,《天天有喜》不但是2013年电视剧收视冠军,还获得了27届金鹰奖电视剧三等奖,而前文提到的《石敢当之雄峙天东》和《封神英雄》也坐拥持续而稳定的高收视率。这让我们深思怎样才能在保证经济效益的同时坚守电视节目的精品化品质。这也说明电视媒介生态中电视媒介自身制作环节和与其它媒介关系的失衡。在全媒体的大环境中,电视媒介怎样才能继续占据重要位置,立于不败之地,内容为王依然不过时,提高电视节目质量依然是重点。电视节目《爸爸去哪儿》给我们提供了成功案例,给予我们关于电视媒介怎样应对冲击以借鉴的启示。电视媒介要获得健康发展,就必须借助全媒体应对新媒体,明确自身条件不足和固有优势,借势而上,不断创新,内容为王,提高节目质量,加强自身品牌建设,进一步制定适合自己的发展战略,增加自身价值,以实现电视媒介生态平衡长远发展。论文采用文献资料分析法和问卷调查法,定性与定量相结合,研究全媒体中电视媒介生态现状问题及发展策略。第一章首先对本文的研究背景和研究意义进行介绍,其次对国内外研究现状进行了分析,然后对研究方法进行了说明,最后是本文的研究创新与突破之处。论文第二章是对全媒体和电视媒介生态的理论综述,对相关概念进行了界定和分析。在论文第三章中,笔者分析了全媒体对电视媒介生态的影响,包括对新媒体及其特点的分析,全媒体对电视观众的分流,全媒体对电视媒介传播方式的改变,全媒体对电视媒介传播地位的改变。论文第四章对电视媒介生态现状做出分析。主要是电视媒介自身状态和环境因素两大部分。包括电视媒介本身优缺点总结,当下电视媒介自身环境分析,人们习惯通过网络看电视节目,雷剧泛滥,过度娱乐等问题。另外对电视媒介与其他媒介关系,电视媒介和政治、经济、社会文化的关系状态也做出分析。第五章中以实例探析全媒体视域下电视媒介的生存,内容为王,电视节目是重点。以成功案例真人秀《爸爸去哪儿》为例,辅以问卷调查分析,得出其巧用新媒体力量,加之自身优秀的节目内容,掀起一股明星真人秀热潮,是电视媒介应对全媒体的成功案例。论文最后一章是对全媒体视域下电视媒介的未来发展的探讨,主要分为三部分:差异化生存、融媒化生存和精品化生存。
[Abstract]:In recent years, with the development of media technology, different media forms and communication terminals are gradually merging and converging to form a wave of full media. The traditional media, which mainly focuses on the field of single business, have started the whole media layout, and the TV media are no exception. The whole media refers to the sum of all media carriers. But the whole media It is not only limited to the addition of media, but more precisely, it refers to the blending of different media, through various channels of communication terminals, to mobilize all the senses of human beings, to maximize the coverage of communication, to achieve the best state of communication, to make the audience get more timely information, more angles, and more visual reading experience. In addition, the whole media is a process. Media convergence refers to the integration of four aspects: one is the integration of communication channels, the two is the integration of content production, the three is the fusion of media, and the four is the interaction and integration of the media with the masses. The media reaches the audience to the maximum extent through various platforms, and the audience and the media interact with the media to become the mass information source of the media. The television media ecology, as its name implies, refers to the system of the television media itself and its environment. Its best state is to achieve a balanced and sustainable development. The complete television media ecology includes the television media ecological factors (the structural state of the relative balance between the TV media and other media) and the ring. There are two aspects of the relative balance between the environmental factors (social, cultural, political, economic and other external environmental factors and media interaction). In the full media era, the status of television media, the mode of communication and the relationship with other media have changed, and the television media changes, and the ecological imbalance will occur if they can not be adjusted in time. Phenomenon, affecting the long-term development of television media. The healthy development of TV media ecology is very important. This requires the harmonious and harmonious role of various parts of the ecosystem, the balanced and sustainable development, and the television program is the most direct and maximum factor of the audience to contact the television media, so the balanced development of TV programs has become a heavy medium. In the full media environment, the new media has caused the most powerful impact on television media in January 10th.2015, the new drama "Sheng Xiao" is broadcast, Jiangsu TV viewing rate is 0.792, Oriental TV viewing rate is 0.563, the network click rate is more than 100 million. The highest ratings of the opera is the 1.631 of the Jiangsu TV in the playback result, the network is the highest click The rate has broken 300 million. These figures show that the new media in its place, the rapid diversion of the television audience has been an indisputable fact. Today, the major satellite TV is a contention rate and economic benefits, seize the audience's entertainment psychology, uncontrolled pursuit of the success of the case, cause the high repetition rate of TV programs, the audience's aesthetic fatigue, TV programs have already gone out. At the time of the star reality show, in the time of the star reality show, "the pattern sister >" the pattern grandfather > "the flower and the teenage >, < two days and the night > > the 2 days and the 1 nights of the star family > the repetition rate is too high. The program group only relies on hype and consumer stars to support the whole program, this kind of flash in the pan bubble phenomenon does not develop to the TV media. The benefit is the destruction of the balance of the media itself in the television media ecology. In the near future, the opera "stone" is very popular. The drama production company, perfect world film and Television Culture Co., Ltd. has many good works, such as the TV series "Chu Han legend >" and "we married >" and "33 days of lost love", < steel >, < steel. The Qin opera, and so on, now turns to the development of the so-called "thunder drama", and I dare not to make a conclusion. It is not a coincidence or an individual phenomenon from the transformation of the old artist Liuxiaolingtong to the collective transformation of the production companies and the writers. In the four seasons, "the magic cell phone" has become the 08 year cctv-8's watching champion with the average audience rating of 4%. "Every day is happy > not only the 2013 TV drama championship, but also the 27 Golden Eagle prize TV series three. How can we stick to the quality of the TV program at the same time to ensure the economic benefits. It also explains the imbalance between the production of TV media and the relationship with other media in the television media ecology. In the environment of the whole media, how can the TV media continue to occupy an important position and stand in an invincible position and the content is still the king of the media At the time, improving the quality of TV programs is still the key point. The TV program "where dad goes" provides us with a successful case and gives us the inspiration of how TV media should deal with the impact. To achieve a healthy development of TV media, we must use the full media to deal with the new media, make clear the lack of its own conditions and inherent advantages, and borrow the potential, Continuous innovation, content is king, improve the quality of program, strengthen the construction of its own brand, further develop its own development strategy and increase its own value, so as to realize the long-term development of ecological balance of television media. The paper uses literature analysis method and questionnaire survey method, qualitative and quantitative, to study the ecological status of television media in the whole media. The first chapter introduces the research background and significance of this article, then analyzes the research status at home and abroad, then explains the research methods, and finally is the research innovation and breakthrough in this paper. The second chapter is a theoretical summary of the ecology of the whole media and television media. In the third chapter of the paper, the author analyzes the influence of the media on the television media ecology, including the analysis of the new media and its characteristics, the diversion of the media to the TV audience, the change of the media to the mode of television media transmission, the change of the media's status in the media, and the fourth chapter of the paper to the TV media The present situation of the ecological environment is analyzed. It is mainly the two parts of the state and the environmental factors of the TV media, including the summary of the advantages and disadvantages of the TV media itself, the analysis of the current media's own environment, the habit of watching TV programs, the flood of thunder, the excessive entertainment and so on. The relationship between politics, economy, and social culture is also analyzed. In the fifth chapter, the survival of TV media in the full media view is analyzed with an example. The TV program is the key point. The last chapter of the paper is the discussion of the future development of TV media in the full media view, which is divided into three parts: differentiated survival, intermediaries and excellent survival.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2

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