南方周末益智节目《我知道》研究

发布时间：2018-05-03 07:25

本文选题：电视益智节目 + 《我知道》　；参考：《湖南师范大学》2015年硕士论文

【摘要】：文化是一个国家赖以生存,持续发展的血脉命根。自党的十八大以来,弘扬和继承中华民族传统文化,提升文化软实力,发展“文化强国”战略已成为举国上下的普遍共识。广播电视媒体作为集视听功能于一体的主流大众传播媒介,在生产文艺作品、服务社会、传播文化等方面发挥着极其重要的作用,理应义不容辞地承担起建设“文化强国”的重任。2014年底,由传统媒体南方周末和四川卫视联合出品的原创电视益智节目——《我知道》受到了观众欢迎和业界好评,雄踞2014年度中国电视文化益智节目榜首。在消费主义盛行,“娱乐至死”的当下中国社会,《我知道》节目在中华优秀传统文化的传播和现代化节目运作方式上的成功可以为传统媒体的发展、转型提供新思路、新方法。任何一种类型的电视节目都要历经长时间的发展演变,益智电视节目当然也不例外。首先追根溯源,文章从历史的视角出发纵向观察梳理了中国电视益智节目的发展轨迹,在分析每个阶段节目展现出的不同特征的基础上,探讨了其传播效果和观众的收视心理,并归纳总结了电视益智类节目特有的知识性、娱乐性、互动性、竞争性、刺激性等共性。电视与受众的日常生活有着千丝万缕的联系,《我知道》的诞生背后,也映射出了复杂的社会语境、深刻的政策背景及低效的行业状态。消费主义的盛行,泛娱乐热潮的蔓延,不断消解着媒介中的人文精神,将中国传统文化置于式微的格局之中。面对如此严峻的文化传播环境,中央部署了“文化强国”的战略目标,广电总局出台了“限娱令”以抵制“三俗”节目,鼓励节目创新。在这样的政策背景之下,南方周末抓住了媒介融合的时代机遇,凭借广泛的受众基础和内容成功经验,将报纸上的游戏专栏“小强填字”发展成了一档电视益智节目。作为一档纸媒跨界研发的原创电视节目,《我知道》有其独特的传播理念及叙事策略。节目明确了“重建中文魅力”的传播理念,坚持弘扬传统文化价值,倾全力打造了一个以汉语常识为核心的知识题库,力图将《我知道》演变成为一个文化传承的平台,实现主流价值观的引导。此外,《我知道》还构建了一套完整的叙事策略,在“竞赛——仪式”的叙事模式架构下,通过多维度的叙事者、电视化的叙事时间以及二元对立的象征性叙事代码,向受众全面展示出了节目组织故事的艺术。赢得了经济效益和社会效益双丰收的《我知道》,为媒介融合时代下的传统媒体转型及中国原创电视节目研发带来了一定的启迪：在内容生产上,注重比赛规则的创新,利用话题人物作为节目导师,引发受众关注；在营销推广,立足南周的传统媒体优势,建立起了全媒体的推广渠道,此外,节目还加大了数据分析的投入力度,主动出击,实现受众的精准定位。总而言之,《我知道》作为一档纸媒转型研发的原创益智节目,为弘扬社会主义核心价值观,实现“文化强国”战略作出了应有的贡献。同时,我们也希望未来中国电视荧幕上能够出现更多内容新颖、形式多样的原创电视节目。
[Abstract]:Culture is the lifeblood of a country on which it lives and continues to develop. Since the eighteen Party's major, it has become the common consensus of the whole country to carry forward and inherit the traditional culture of the Chinese nation, enhance the soft strength of culture and develop a "cultural power" strategy. The production of literature and art, the service of society, the dissemination of culture and other aspects play an extremely important role, it should be unshirkable to assume the task of building a "cultural power" at the end of the year.2014, the traditional media produced by the southern weekend and Sichuan satellite TV, the original TV benefit program - < I know > received by the audience and the industry's praise, 20 At the top of China's TV cultural and beneficial program in 14, in the current Chinese society of consumerism, "entertainment to death", "I know" the success of the program in the spread of Chinese excellent traditional culture and the operation of modern programs can provide new ideas and methods for the development of traditional media and the transformation of any kind of TV program. After a long period of development and evolution, the TV program is certainly no exception. First, it traces back to the source. From the perspective of history, the article combs the development track of Chinese TV program. On the basis of analyzing the different features of each stage, it discusses the effect of communication and the audience's viewing psychology. It also sums up the characteristics of the TV program, which is unique in knowledge, entertainment, interaction, competition and irritation. Television has a lot of connections with the daily life of the audience. Behind the birth of "I know", it also maps a complex social context, a profound policy background and a low efficiency industry state. The prevalence of consumerism is the same. The spread of the pan entertainment upsurge ceaselessly dispels the humanistic spirit in the media and puts Chinese traditional culture in a pattern of decline. In the face of such a severe cultural communication environment, the central government has deployed the strategic goal of "cultural power". The General Administration of radio and television has issued a "cutback on TV entertainment" to counteract the "three popular" programs and encourage the innovation of the program. Under the policy background, the Southern Weekend seized the opportunity of media integration, and by virtue of extensive audience base and successful experience, the game column in the newspaper was developed into a TV puzzle program. As an original TV festival for a paper vector cross boundary R & D, I know that there is a unique communication concept and narrative. The program clarifies the idea of "reconstructing the charm of Chinese", insisting on carrying forward the value of traditional culture, making all the effort to create a knowledge base with Chinese common sense as the core, trying to turn "I know" into a cultural heritage platform and to realize the guidance of the mainstream values. Under the narrative pattern of "competition ritual", the strategy, through the multi-dimensional narrator, the television narrative time and the symbolic narrative code of the two yuan opposition, showed the audience the art of organizing the story in an all-round way. The transformation of the traditional media and the research and development of Chinese original TV programs have brought some enlightenment: in the content production, we should pay attention to the innovation of the rules of the competition, use the topic figures as the program tutor, and arouse the attention of the audience. In the marketing promotion, based on the traditional media advantages of the southern Zhou Dynasty, it has established the promotion channel of the whole media. In addition, the program has also increased the data. In a word, "I know," I know the original benefit program, as a paper medium, has contributed to the development of the socialist core values and the "cultural power" strategy. At the same time, we also hope that more of the future Chinese TV screen will be able to appear. Original TV programs with various forms and novel contents.

【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

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