本文選題：蘭州零距離　切入點(diǎn)：電視民生新聞　出處：《蘭州大學(xué)》2015年碩士論文

【摘要】：“電視民生新聞”產(chǎn)生于社會(huì)轉(zhuǎn)型期這一特殊的時(shí)代背景,符合當(dāng)時(shí)的受眾需求,所以在短時(shí)間內(nèi)便遍地開花。蘭州電視臺(tái)受這股“熱風(fēng)”影響,又受本土媒介市場競爭積極助推,開始將“電視民生新聞”理念融入自辦欄目當(dāng)中,在借鑒并引進(jìn)全國優(yōu)秀電視民生新聞實(shí)戰(zhàn)經(jīng)驗(yàn)的基礎(chǔ)上,于2004年創(chuàng)辦了《蘭州零距離》�！短m州零距離》是蘭州電視臺(tái)的一檔王牌民生新聞欄目,從創(chuàng)辦之初便秉持“服務(wù)創(chuàng)造認(rèn)可”的理念,獲得了本土受眾追捧。但是,發(fā)展兩三年之后,伴隨著整個(gè)電視民生新聞市場收視份額的下跌,這檔欄目也走向了滑坡。2014年6月9日,《蘭州零距離》進(jìn)行了大幅改版,“零距離”這一品牌被分割、整合、延伸、發(fā)展形成“零距離”節(jié)目群。本文在搜集整理大量電視民生新聞相關(guān)資料的基礎(chǔ)上,以《蘭州零距離》自身發(fā)展歷程作為切入點(diǎn),采用文獻(xiàn)法、文本分析法以及訪談法對(duì)這檔欄目的產(chǎn)生背景、初創(chuàng)期的成功之處、困難期存在的主要問題及其原因以及改革期的特色進(jìn)行了深入研究。在此基礎(chǔ)上,回顧總結(jié)了這檔欄目發(fā)展10年的規(guī)律,在掌握規(guī)律的基礎(chǔ)上對(duì)其今后的可持續(xù)發(fā)展提出了建議。通過研究,筆者發(fā)現(xiàn)：在電視民生新聞發(fā)展歷程中,受眾的認(rèn)同與偏好成為其發(fā)展的動(dòng)力。在媒體外部環(huán)境發(fā)生變化時(shí),媒體人的角色定位也應(yīng)因時(shí)而變,從“小民生”問題求解者轉(zhuǎn)變?yōu)椤按竺裆眴栴}求解者。這是新時(shí)期受眾對(duì)電視民生新聞?dòng)浾叩亩ㄎ灰?也是電視民生新聞突破發(fā)展困境的重要方向。新媒體時(shí)代,受眾市場開始細(xì)分,節(jié)目集群化成為分眾化市場的要求,這也是電視民生新聞朝“大民生”新聞方向發(fā)展的有效舉措之一。在今后的發(fā)展中,《蘭州零距離》應(yīng)重視對(duì)網(wǎng)絡(luò)資源的運(yùn)用,與多媒體進(jìn)行聯(lián)動(dòng)營銷,以及儲(chǔ)備“軟”“硬”資源。真正實(shí)現(xiàn)從“小民生”走向“大民生”的目標(biāo)。
[Abstract]:"Television people's livelihood News" came into being in the special background of the social transition period, which met the needs of the audience at that time, so it bloomed everywhere in a short period of time.Influenced by this "hot wind" and actively promoted by the competition in the local media market, Lanzhou TV Station began to integrate the concept of "Television people's livelihood News" into its own columns, and on the basis of drawing lessons from and introducing the actual combat experience of excellent national television news about people's livelihood,"Lanzhou Zero distance" was founded in 2004. "Lanzhou Zero distance" is a trump news column of Lanzhou TV Station. From the beginning of its establishment, it has held the idea of "service creation recognition" and has been pursued by local audiences.However, after two or three years of development, with the decline in the audience share of the entire television news market, the column also declined. On June 9, 2014, "Lanzhou Zero distance" was substantially revised, and the "Zero distance" brand was split up.Integration, extension and development of the "zero distance" program group.On the basis of collecting and sorting out a large number of relevant information about TV news about people's livelihood, this paper takes the development course of Lanzhou Zero distance as the breakthrough point, adopts the literature method, the text analysis method and the interview method to produce the background of this column.The success of the initial period, the main problems in the difficult period and their causes, and the characteristics of the reform period are studied in depth.On this basis, this paper reviews and summarizes the law of the development of this column for 10 years, and puts forward some suggestions for its sustainable development in the future on the basis of mastering the law.Through the research, the author finds that in the development of TV news, the audience's identity and preference become the motive force of its development.When the external environment of media changes, the role orientation of media people should change from "small people's livelihood" problem solver to "big people's livelihood" problem solver.This is the new era audience's orientation request to the television people's livelihood reporter, also is the television people's livelihood news breakthrough development difficult important direction.In the new media era, the audience market began to subdivide, and the program cluster became the demand of the focus market, which is one of the effective measures for TV people's livelihood news to develop towards the direction of "big people's livelihood" news.In the future development, "Lanzhou Zero distance" should pay attention to the use of network resources, combine marketing with multimedia, and reserve "soft" and "hard" resources.Truly realize from "small people's livelihood" to "big people's livelihood" goal.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G222

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