本文選題：電視講壇類節(jié)目 + 發(fā)展　； 參考：《四川師范大學(xué)》2015年碩士論文

【摘要】：隨著《百家講壇》的熱映,電視講壇類節(jié)目步入受眾視野。節(jié)目在精英文化向大眾文化的過度中滿足了受眾對(duì)文化和情感的述求,讓學(xué)術(shù)與傳媒相融合。但隨著大批電視講壇類節(jié)目的播出,同質(zhì)化嚴(yán)重,導(dǎo)致節(jié)目發(fā)展受限。隨著電視傳媒業(yè)的發(fā)展,新生出以《開講啦》為例的一批新型電視講壇類節(jié)目,它們以獨(dú)有的定位方式和創(chuàng)新策略更新著受眾對(duì)電視講壇類節(jié)目的傳統(tǒng)認(rèn)識(shí)。這類節(jié)目,在“TV2.0”語境下,增加了互動(dòng)性、個(gè)性化、體驗(yàn)式的傳播特征,傳播目的從教育轉(zhuǎn)向影響,節(jié)目形式從“講”豐富到討論,以嘉賓的人生閱歷為支撐,給予中國青年以正能量。本文分四章來論述我國電視講壇類節(jié)目的發(fā)展與創(chuàng)新。首先,對(duì)我國電視講壇類節(jié)目的發(fā)展進(jìn)行梳理和概括,明確電視講壇類節(jié)目的界定和傳播背景的特點(diǎn);其次,在對(duì)電視講壇類節(jié)目受眾數(shù)據(jù)分析上,了解受眾心理需求的變化和“TV2.0”語境下的傳播特點(diǎn),為電視講壇類節(jié)目的創(chuàng)新性研究做鋪墊;再次,從傳播策略的角度對(duì)新型電視講壇類節(jié)目進(jìn)行深入的解讀,明晰新型電視講壇類節(jié)目的創(chuàng)新特性;最后,分別從節(jié)目品牌創(chuàng)造及品牌經(jīng)營中,把握電視講壇類節(jié)目的品牌營銷創(chuàng)新。本文運(yùn)用文獻(xiàn)分析法梳理了我國電視講壇類節(jié)目的發(fā)展歷史、現(xiàn)狀及相關(guān)重要理論;運(yùn)用數(shù)據(jù)分析法對(duì)當(dāng)今電視講壇類節(jié)目的受眾規(guī)模、范圍、程度等數(shù)量關(guān)系進(jìn)行調(diào)查分析;運(yùn)用個(gè)案研究法把《百家講壇》、《開講啦》作為主要研究對(duì)象,對(duì)其在傳播策略和品牌營銷上的創(chuàng)新進(jìn)行分析。通過上述方法滿足本文選題創(chuàng)新,數(shù)據(jù)創(chuàng)新和視角創(chuàng)新的特點(diǎn),并總結(jié)出電視講壇類節(jié)目的創(chuàng)新策略。
[Abstract]:With the popularity of the "hundred pulpit", television pulpit programs into the audience vision.In the transition from elite culture to popular culture, the program satisfies the audience's desire for culture and emotion, and makes academic and media merge.However, with the broadcast of a large number of TV pulpit programs, homogeneity is serious, resulting in limited program development.With the development of the TV media industry, a new batch of new TV forum programs have been born with the example of "opening speech", which renew the audience's traditional understanding of TV forum programs with their unique orientation and innovative strategies.In the context of "TV2.0", such programs have added interactive, individualized, experiential communication features, the purpose of communication has shifted from education to influence, and the form of programs has changed from "speaking" to "discussing," supported by the life experience of guests.Give positive energy to Chinese youth.This article is divided into four chapters to discuss the development and innovation of TV forum programs in China.First of all, to sort out and summarize the development of TV forum programs in China, to clarify the definition of television forum programs and the characteristics of the dissemination background; secondly, to analyze the audience data of television forum programs.To understand the changes of the psychological needs of the audience and the characteristics of communication in the context of "TV2.0", to pave the way for the innovative research of TV pulpit programs; thirdly, to deeply interpret the new type of TV pulpit programs from the perspective of communication strategies.Finally, from the program brand creation and brand management, grasp the brand marketing innovation of TV forum program.This article combs the development history, the present situation and the related important theory of the TV forum program in our country by using the literature analysis method, carries on the investigation and the analysis to the audience scale, the scope, the degree and so on quantity relations of the television forum class program by the data analysis method;This paper uses case study method to analyze the innovation in communication strategy and brand marketing by taking "hundred forums" and "opening lecture" as the main research objects.The above methods satisfy the characteristics of the innovation of topic selection, the innovation of data and the innovation of visual angle, and the innovative strategies of TV forum programs are summarized.
【學(xué)位授予單位】：四川師范大學(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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本文編號(hào)：1740038