对电视养生节目《养生堂》节目话语的传播偏向研究
发布时间：2019-05-07 06:49
【摘要】：随着经济的发展和生活水平的提高,公众逐渐提升对健康信息的需求。《养生堂》乘这阵东风,传播中医养生保健知识和技巧,进行全民健康教育,尽管其播出时间不是黄金时段,但在以家庭为主的收视对象群中,称得上是北京卫视的代表节目之一,并逐渐形成了“养生堂现象”,引起了学界的关注。本文在健康传播的大视野下,以《养生堂》为研究对象,首先从选题和参与者两个方面对节目内容进行梳理,并将之作为后续研究的背景资料。通过分析选题背景、类型、节目形式,总结出《养生堂》节目的传播特点和侧重点;通过分析嘉宾身份和现场观众,总结出该节目的现场设置和明星化传播策略。在此基础上,本文借助话语分析的研究方法,剖析《养生堂》的节目话语是如何进行媒介建构的。在论证了“电视养生节目话语”这一说法成立的基础上,从微观和宏观两个层面对《养生堂》议题生产过程进行话语分析。微观层面主要集中在语言文本,指节目的话语组织机制和话语修辞策略等;宏观层面主要是指传媒话语的社会认知、意识形态建构和权力功能等,本文将上述几个方面糅杂结合,着重分析《养生堂》的话语神话运作及其传播偏向的具体体现。最后针对《养生堂》的神话现象,不囿于健康传播的学科界限,从更为深远的政治、经济、文化三个方面分析该节目之所以呈现出上述传播偏向的原因。电视养生节目文本和中医符号的传播,首先受到意识形态的影响和操控:通过中医重构传统和集体记忆,引导社会的共同想象,以此维护政治统治、保证社会稳定。其次,该节目在消费主义社会语境下,被赋予商品意义,满足受众被刺激的过度养生诉求;同时,由于商业利益的驱使,节目中出现健康信息的异化,即民族化的软广告。最后,从文化角度探讨为何传统医学出现民族主义复兴。其一是在全球化背景下,传媒的身份意识受到冲击,独特的民族化表述可能被外来的强势传媒文化消解,因此需要依靠民族话语重塑媒介自我身份认定。其二是自然主义对中医及中医保健节目中缺乏科学性且被刻意拔高的权威展开批判,认为其学说更像是一种思辨和对自然界的想象,却成为一种类似于宗教崇拜的信仰,成为中国人的文化基因。
[Abstract]:With the development of the economy and the improvement of the standard of living, the public has gradually raised the demand for health information. Taking advantage of this eastwind, the public has spread knowledge and skills of health care and health care in traditional Chinese medicine, and carried out health education for the whole people. Although the broadcast time is not prime time, it is one of the representative programs of Beijing Satellite TV in the family-oriented audience group, and has gradually formed the phenomenon of "health-preserving hall", which has aroused the attention of the academic circles. In this paper, from the perspective of health communication, this paper takes "Health-preserving Hall" as the research object. Firstly, it combs the content of the program from two aspects: the selected topic and the participant, and takes it as the background material of the follow-up research. Through the analysis of the background, type and form of the program, this paper summarizes the communication characteristics and emphasis of the program, and through the analysis of the guest identity and the live audience, summarizes the live setting of the program and the strategy of the star-like dissemination of the program. On this basis, with the help of discourse analysis, this paper analyzes how the program discourse is constructed by means of discourse analysis. On the basis of proving the theory of "talk of TV Health-preserving Program", this paper makes discourse analysis on the production process of the topic "Health-preserving Hall" from the micro-and macro-level. The micro-level mainly focuses on the language text, which refers to the discourse organization mechanism and rhetoric strategy of the program. The macro-level mainly refers to the social cognition, ideology construction and power function of the media discourse. This paper combines the above several aspects and emphatically analyzes the operation of discourse mythology and the concrete embodiment of the spread bias of the "Health-preserving Hall". Finally, aiming at the myth phenomenon of "Health-preserving Hall", this paper analyzes the reasons why the program shows the above-mentioned spread bias from three aspects: politics, economy and culture, which is not confined to the limits of healthy communication. The spread of the text of the TV health-preserving program and the symbol of traditional Chinese medicine is first influenced and manipulated by ideology: through the reconstruction of traditional Chinese medicine and collective memory, the common imagination of the society can be guided, so as to maintain political rule and ensure the stability of the society. Secondly, under the social context of consumerism, the program is endowed with the meaning of commodities to satisfy the over-health demands of the audience. At the same time, because of the commercial interests, the dissimilation of health information appears in the program, that is, the nationalization of soft advertising. Finally, this paper discusses why the nationalist revival of traditional medicine appears from the cultural point of view. One is that under the background of globalization, the identity consciousness of the media is impacted, and the unique nationalization may be dispelled by the foreign strong media culture, so it is necessary to rely on the national discourse to reshape the self-identity of the media. The second is that naturalism criticizes the lack of scientific and deliberately exalted authority in traditional Chinese medicine and its health programs, thinking that its theory is more like a kind of speculation and imagination of nature, but it becomes a belief similar to religious worship. To become the cultural gene of the Chinese people.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222
本文编号：2470856
[Abstract]:With the development of the economy and the improvement of the standard of living, the public has gradually raised the demand for health information. Taking advantage of this eastwind, the public has spread knowledge and skills of health care and health care in traditional Chinese medicine, and carried out health education for the whole people. Although the broadcast time is not prime time, it is one of the representative programs of Beijing Satellite TV in the family-oriented audience group, and has gradually formed the phenomenon of "health-preserving hall", which has aroused the attention of the academic circles. In this paper, from the perspective of health communication, this paper takes "Health-preserving Hall" as the research object. Firstly, it combs the content of the program from two aspects: the selected topic and the participant, and takes it as the background material of the follow-up research. Through the analysis of the background, type and form of the program, this paper summarizes the communication characteristics and emphasis of the program, and through the analysis of the guest identity and the live audience, summarizes the live setting of the program and the strategy of the star-like dissemination of the program. On this basis, with the help of discourse analysis, this paper analyzes how the program discourse is constructed by means of discourse analysis. On the basis of proving the theory of "talk of TV Health-preserving Program", this paper makes discourse analysis on the production process of the topic "Health-preserving Hall" from the micro-and macro-level. The micro-level mainly focuses on the language text, which refers to the discourse organization mechanism and rhetoric strategy of the program. The macro-level mainly refers to the social cognition, ideology construction and power function of the media discourse. This paper combines the above several aspects and emphatically analyzes the operation of discourse mythology and the concrete embodiment of the spread bias of the "Health-preserving Hall". Finally, aiming at the myth phenomenon of "Health-preserving Hall", this paper analyzes the reasons why the program shows the above-mentioned spread bias from three aspects: politics, economy and culture, which is not confined to the limits of healthy communication. The spread of the text of the TV health-preserving program and the symbol of traditional Chinese medicine is first influenced and manipulated by ideology: through the reconstruction of traditional Chinese medicine and collective memory, the common imagination of the society can be guided, so as to maintain political rule and ensure the stability of the society. Secondly, under the social context of consumerism, the program is endowed with the meaning of commodities to satisfy the over-health demands of the audience. At the same time, because of the commercial interests, the dissimilation of health information appears in the program, that is, the nationalization of soft advertising. Finally, this paper discusses why the nationalist revival of traditional medicine appears from the cultural point of view. One is that under the background of globalization, the identity consciousness of the media is impacted, and the unique nationalization may be dispelled by the foreign strong media culture, so it is necessary to rely on the national discourse to reshape the self-identity of the media. The second is that naturalism criticizes the lack of scientific and deliberately exalted authority in traditional Chinese medicine and its health programs, thinking that its theory is more like a kind of speculation and imagination of nature, but it becomes a belief similar to religious worship. To become the cultural gene of the Chinese people.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222
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