电视戏曲综艺及栏目的传播策略分析

发布时间：2018-03-15 00:31

本文选题：电视戏曲综艺及栏目　切入点：《梨园春》　出处：《北京外国语大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国传统戏曲艺术在历经千年的发展下依旧被保存了下来,但由于社会信息多元化以及娱乐形式的多样化,戏曲的受众逐渐萎缩。作为戏曲呈现形式的一种,电视戏曲节目曾经创造了收视奇迹,但是也无法应对国外引进的一些综艺节目,电影等带来的冲击。除此之外,这些综艺节目依靠新媒体平台呈迅猛发展。所以在这种背景下,笔者选取典型案例,探讨戏曲节目可参考的传播方法。因此,笔者试图针对这些问题,以《梨园春》和《叮咯咙咚呛》为典型案例进行研究,对《梨园春》从传播主体、传播内容、传播媒介以及传播受众与反馈方面进行了深刻的分析与总结。并且通过传播学"创意传播管理"理论来分析《叮咯咙咚呛》的创意传播。通过笔者的分析,发现《梨园春》在受众定位以及品牌构建方面非常值得当前戏曲节目的借鉴。而《叮咯咙咚呛》由于是在新媒体发达的条件下制作的戏曲综艺节目,所以它的创意传播是值得借鉴的。通过这两档比较受欢迎的戏曲节目,笔者总结了其成功经验,并为未来戏曲电视节目的发展提出了几个策略。本文主要包括五个部分。第一部分阐述了选题的背景、意义以及提出问题。第二部分主要是前人的研究,包括电视戏曲节目的研究、"5W"传播模式的研究以及创意传播管理理论的研究。第三部分运用问卷调查法和深度访谈法总结出当前电视戏曲综艺及栏目传播现状以及问题,并对问题进行了分析与总结。第四部分对典型案例进行了分析。第五部分则对两个个案进行总结并提出戏曲综艺及栏目的发展新思路。
[Abstract]:Chinese traditional opera art is still preserved after a thousand years of development, but because of the diversity of social information and entertainment forms, the audience of traditional Chinese opera gradually shrinks. TV drama shows have once created a viewing miracle, but they can't cope with the impact of some variety shows and movies imported from abroad. In addition, these variety shows have developed rapidly on the basis of new media platforms. So in this context, The author chooses the typical cases and discusses the communication methods which can be referenced by the opera programs. Therefore, the author tries to solve these problems by taking "Li Yuan Spring" and "Ding Luan Dong Kao" as typical cases, and taking "Li Yuan Spring" as a typical case, the author tries to study "Li Yuan Spring" from the main propagating body. The content, media, audience and feedback of communication are deeply analyzed and summarized. And through the theory of "creative communication management", the author analyzes the creative communication. It is found that the audience orientation and brand construction of "Li Yuan Spring" are very worthy of reference by the current opera programs, while "Ding Luan Qiao Dong" is a variety drama program produced under the condition of the development of new media. So its creative communication is worth learning from. Through these two popular opera programs, the author sums up its successful experience. This paper mainly includes five parts. The first part describes the background, significance and questions of the topic. The second part is the previous research. It includes the research of TV drama program, the study of "5W" communication mode and the research of creative communication management theory. The third part summarizes the current situation and problems of TV drama variety art and column communication by means of questionnaire survey and in-depth interview. Part 4th analyzes the typical cases. Part 5th summarizes the two cases and puts forward the new ideas of the development of opera variety and column.
【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222

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