电视养生节目的科学思想传播策略研究

发布时间：2018-05-20 14:00

本文选题：科学 + 科学传播　；参考：《内蒙古大学》2016年硕士论文

【摘要】：电视养生节目从传播内容的本质来看,是将传媒的强大传播特点融入到了纯粹的科学领域,归根到底是对科学知识的传播,所以本文以科学、科学传播及健康传播的特点、标准和原则作为理论基础,以广电总局新颁布的《关于做好养生类节目制作播出工作的通知》、《广告法》等其他政策法规作为评判标准,并选取了三档不同时期的节目作为样本进行对比分析,这三档节目分别是已被广电总局停播的《杏林好养生》、符合广电总局要求并持续播出的《健康之路》以及在广电颁布并执行《通知》后新开播的《最强大夫》。笔者通过对上述三档节目中的专家设置方式、内容论证方式、案例类型选择、健康主题的选择以及节目环节设置这五个方面的传播策略进行对比分析发现,《最强大夫》在这五个方面体现的科学思想优于其它两档节目,并且节目中采用的传播策略体现了科学思想,符合科学的标准和科学传播的要求。但是,《最强大夫》节目中依然存在一些不符合广电要求的问题,比如节目组利用“健康乐学团”打了一个政策擦边球及节目中存在变相植入广告的问题。健康养生知识关乎观众生命健康,所以,节目在传播健康科学知识时无论采取何种传播策略,都应该坚持科学的标准,遵循科学传播的特点和要求,在追求高收视率和进行科学传播之间寻求平衡。
[Abstract]:In terms of the essence of the content of the TV program, it is to integrate the strong communication characteristics of the media into the pure scientific field. In the final analysis, it is the dissemination of scientific knowledge. Therefore, this paper uses the characteristics of science, scientific communication and healthy communication. Standards and principles are taken as the theoretical basis, and other policies and regulations, such as the notice on the production and broadcast of Health programs issued by the State Administration of Radio, Film and Television, and other policies and regulations, such as the Advertising Law, are taken as the evaluation criteria. And selected three programs of different periods as samples for comparative analysis, These three programs are "Xinglin good Health", which has been suspended by the State Administration of Radio, Film and Television (SARFT), "the Road to Health", which meets the requirements of the SARFT and continues to broadcast, as well as the "strongest Doctor", which was newly broadcast after the promulgation and implementation of the "Notification" by the State Administration of Radio, Film and Television (SARFT). By setting up the experts, demonstrating the content, choosing the type of case in the three programs mentioned above, A comparative analysis of the five communication strategies in the selection of health themes and the setting of program links shows that "the strongest Doctor" embodies better scientific ideas in these five areas than in the other two programs. And the communication strategy adopted in the program embodies the scientific thought, accords with the scientific standard and the request of scientific communication. However, there are still some problems in the "strongest Doctor" program that do not meet the requirements of radio and television. For example, the program team used the "Health Music Learning Group" to play a policy ball and the problem of disguised placement of advertisements in the program. Health knowledge is vital to the health of the audience. Therefore, no matter what communication strategy the program adopts in disseminating health science knowledge, it should adhere to the scientific standard and follow the characteristics and requirements of scientific communication. To seek a balance between the pursuit of high ratings and scientific communication.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G222

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