《舌尖上的中国》微博传播现象研究
发布时间：2018-11-21 07:56
【摘要】：《舌尖上的中国》是中央电视台纪录片频道2012年推出的美食类电视纪录片。该片播出后，，在社会上引起强烈的反响。由于这部纪录片开播之前并没有进行大规模的宣传，播出时间也非央视黄金时段，因此，它的热播成为中国电视纪录片史上独特的传播现象。除了自身品质值得肯定之外，纪录片的微博传播是一个不容忽视的关键性因素，一方面它打破了以往纪录片以电视为载体的单一传播模式，互动性显著增强，另一方面它也创造了电视纪录片微博传播新模式，为以后纪录片的传播提供了有价值的参考。本文通过研究电视纪录片《舌尖上的中国》及其有关话题在微博上的传播过程，以抽样调查的方式选取微博样本分析该话题的微博传播内容，总结出这种传播现象的传播特征和传播效果。在传播特征方面，该现象的传播过程呈波浪状逐级展开，由意见领袖为主导，以口碑传播的方式取得受众广泛关注，在媒体各方的推动下上升为一个社会公共议题。在传播效果方面，“舌尖”微话题强化了受众对传统文化、民族国家的认同感，树立了一种鲜明的主流价值观。最后，本文对整个研究进行了概括总结。
[Abstract]:China on the tongue is a gourmet TV documentary launched by CCTV documentary Channel in 2012. After the film was broadcast, in the community caused a strong response. Because the documentary did not carry out large-scale propaganda before it began to broadcast, and the broadcast time is not the prime time of CCTV, its popularity has become a unique phenomenon in the history of Chinese TV documentaries. In addition to its own quality, Weibo's communication is a key factor that can not be ignored. On the one hand, it breaks the single mode of transmission in which documentaries used television as their carrier, and increases their interactivity significantly. On the other hand, it also creates a new mode of transmission of TV documentary Weibo, which provides a valuable reference for the dissemination of future documentaries. By studying the transmission process of TV documentary "China on the tongue" and its related topics on Weibo, this paper selects a sample of Weibo to analyze the spread content of this topic by way of sampling investigation. The communication characteristics and effects of this phenomenon are summarized. In the aspect of communication characteristics, the communication process of this phenomenon is wavy, led by opinion leaders, and received extensive attention by the audience in the way of word-of-mouth communication, and rose to a social public issue under the promotion of all sides of the media. In the aspect of communication effect, the topic of "tip of tongue" strengthens the audience's identity to traditional culture and nation state, and sets up a distinct mainstream value. Finally, this paper summarizes the whole research.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J952;G206
本文编号：2346374
[Abstract]:China on the tongue is a gourmet TV documentary launched by CCTV documentary Channel in 2012. After the film was broadcast, in the community caused a strong response. Because the documentary did not carry out large-scale propaganda before it began to broadcast, and the broadcast time is not the prime time of CCTV, its popularity has become a unique phenomenon in the history of Chinese TV documentaries. In addition to its own quality, Weibo's communication is a key factor that can not be ignored. On the one hand, it breaks the single mode of transmission in which documentaries used television as their carrier, and increases their interactivity significantly. On the other hand, it also creates a new mode of transmission of TV documentary Weibo, which provides a valuable reference for the dissemination of future documentaries. By studying the transmission process of TV documentary "China on the tongue" and its related topics on Weibo, this paper selects a sample of Weibo to analyze the spread content of this topic by way of sampling investigation. The communication characteristics and effects of this phenomenon are summarized. In the aspect of communication characteristics, the communication process of this phenomenon is wavy, led by opinion leaders, and received extensive attention by the audience in the way of word-of-mouth communication, and rose to a social public issue under the promotion of all sides of the media. In the aspect of communication effect, the topic of "tip of tongue" strengthens the audience's identity to traditional culture and nation state, and sets up a distinct mainstream value. Finally, this paper summarizes the whole research.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J952;G206
【参考文献】
相关期刊论文 前1条
1 郭泽德;;《舌尖上的中国》的传播学解读[J];南方电视学刊;2012年03期
本文编号：2346374
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