陕西卫视影响力现状研究

发布时间：2017-12-27 14:38

本文关键词：陕西卫视影响力现状研究　出处：《陕西科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：媒介技术的变革和移动网络终端的崛起,改变了媒体竞争的传统格局,新的电视频道不断涌现,各频道之间的竞争空前激烈。面对受众流失和收入大幅下降的双重压力,传统媒体由于自身的媒介属性和体制的限制,原有市场空间被打破,电视媒体的优势不足以恃。尤其是处于卫视格局边缘的二三线卫视在央视和一线卫视的双重夹击之下,影响力日渐甚微。但不可否认的是,省级卫视作为上星频道,作为一个省份对外宣传的窗口和党的喉舌,有不可替代的影响力和传播价值。在这种新旧媒体相互融合的时代背景下,“收视率”、”覆盖率”、“受众忠诚度”等硬性、单一的分析指标已经无法完全反映现下媒体市场的实际情况。学界越来越多的研究者开始使用“影响力”这一综合指标对电视媒体的发展情况进行评价。所谓电视媒体影响力,是由广度(受众规模)、深度(受众接触时间)、强度(传媒可信度)、高度(主流人群比率)等因子组成的多层次、多功能的复合评价指标体系,是一个不断变化的动态系统。媒体影响力于卫视而言,是评价其发展现状的基础,提炼出其竞争力的客观评价指标,也预示着一段时期内卫视发展的趋势和可能性。本文以传播学和电视艺术学等相关理论为基础,首先论述了媒体影响力、电视媒体影响力的相关概念及构成要素,重点探讨了喻国明和郑丽勇两位学者对于电视媒体影响力的相关研究成果,为进一步探讨提供了理论基础和逻辑前提。其次,在前人研究的基础上尝试性提出并设计了适用于省级卫视的影响力评估模型。再次,综合运用多种分析方法,对陕西卫视影响力现状进行定性和定量研究。通过调查问卷的方式对所设计评估模型的准确度进行检验,并利用专业统计软件对收集到的数据进行分析和详细的评估,从而得出陕西卫视的影响力数值,以证明陕西卫视是否具有一定的影响力,且在不同的维度,影响力是否存在不同。针对得出的较为客观的结论,剖析当前媒介环境下传统媒体,特别是弱势省级卫视影响力的现状及不足。最后,从媒体公信力、内容品牌、区域一体化三个层面,探讨了传统弱势省级卫视影响力的提升路径,以实现自身的品牌价值提供可行性策略。
[Abstract]:The transformation of media technology and the rise of mobile Internet terminals have changed the traditional pattern of media competition. New TV channels are constantly emerging, and competition among all channels is fierce. Facing the double pressure of audience and income fell sharply, the traditional media because of its media properties and the limit of the system, the market space is broken, the advantage of the television media to rely on. In particular, the two or three line satellite TV, which is on the edge of the pattern of satellite TV, has a little influence under the double attack of CCTV and frontline satellite TV. But it is undeniable that the provincial satellite TV as a star channel, as a province's external propaganda window and Party's mouthpiece, has irreplaceable influence and dissemination value. Under the background of the integration of new and old media, rigid and single analysis indicators such as "ratings", "coverage rate" and "audience loyalty" can no longer fully reflect the actual situation of the current media market. More and more researchers in the academic world have begun to use the comprehensive index of "influence" to evaluate the development of television media. The influence of TV media is a multi-level, multi-functional composite evaluation index system composed of factors such as breadth (audience size), depth (audience contact time), intensity (media credibility), height (mainstream population ratio) and so on. It is a changing dynamic system. The influence of media on satellite TV is the basis for evaluating its development status. It extracts the objective evaluation index of its competitiveness, and also indicates the trend and possibility of the development of satellite TV in a certain period. In this paper, communication and Television Arts and other related theories, firstly discusses the related concepts of media influence, TV media influence and the constituent elements, discusses the related research achievements of Yu Guoming and Zheng Liyong two scholars for TV media influence, provide a theoretical basis and logical premise for further study. Secondly, on the basis of previous research, it attempts to put forward and design the impact assessment model for provincial satellite TV. Thirdly, a variety of analytical methods are used to make qualitative and quantitative research on the status of Shaanxi TV's influence. Through the questionnaire on the accuracy of the design and evaluation of the test model and the collected data using statistical software for analysis and detailed assessment of the influence of value to arrive at the Shaanxi satellite TV, Shaanxi satellite TV to prove whether it has a certain influence, and in different dimensions, whether there is different influence. In view of the more objective conclusions, the current situation and shortcomings of the traditional media, especially the weak provincial TV, are analyzed. Finally, from the three levels of media credibility, content brand and regional integration, this paper discusses the way to enhance the influence of traditional disadvantaged provincial satellite TV, so as to provide a feasible strategy to achieve its brand value.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.24

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